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La Rioja is a destination to be enjoyed at a leisurely pace, through the senses and its people.
The Director General of Tourism and Territorial Promotion, Virginia Borges, has unveiled the new stand and programme of activities with which La Rioja will participate in the 46th edition of the International Tourism Fair, FITUR 2026, which will take place in Madrid from 21 to 25 January. A presence that, as she explained, is committed to ‘a stand that not only displays or informs, but also offers an experience that reflects the essence of the territory and the way of life of our towns and cities, regardless of their size’.
During the five days of the fair, the institutional stand will be transformed into a symbolic village, ‘not as a specific place, but as a shared reference and a way of understanding public space, relationships and community life’. Borges stressed that this spirit of closeness, rootedness and attention to detail defines the entire region of La Rioja, from the smallest municipalities to the largest cities.
The design of the space recreates recognisable corners, squares, streets and buildings, creating an atmosphere that transcends the physical and connects with the sensations experienced when visiting the region. ‘We are bringing a preview of La Rioja to Madrid, a fragment of its soul, as an invitation to imagine it and, above all, to encourage people to come and discover it and experience it for themselves,’ he said.
During the conference aimed at professionals, the stand will serve as a work and meeting point. ‘It is a space from which we present La Rioja as a leading tourist destination, both nationally and internationally, through a programme of conferences, presentations and meetings designed to share knowledge, generate alliances and reinforce the destination’s positioning,’ explained the director general.
Borges also stressed that FITUR is an event that brings together all the players in the tourism sector, as reflected in the participation of more than a hundred companies from La Rioja accredited alongside the Government of La Rioja. ‘The promotion of the region is a shared task and this figure demonstrates the commitment of the sector,’ she added.
As in previous editions, all companies in the sector have been able to register as co-exhibitors and access the FITUR Live Connect tool, which facilitates contact between professionals and the organisation of business meetings. Meetings with companies, agencies and entities linked to different areas of tourism will be held in the working area of the La Rioja stand.
Features of the Rioja region at FITUR 2026
La Rioja will participate in FITUR 2026 with a stand measuring over 500 m², designed by Grupo Intermedio under the direction of La Rioja-based designer Domingo García. Located in Hall 9 of IFEMA, the space will be island-shaped and open to four aisles.
The design revolves around a central square as a meeting place and gathering spot, surrounded by elements commonly found in La Rioja villages — a shop, pelota court, bar or gastrobar — which make up a functional and recognisable space. The stand will have an open, multi-purpose area, specific areas for professional meetings and a gastronomic space managed by the La Rioja School of Hospitality and Tourism, a key element in promoting the region.
During the weekend, the stand will be open to the general public with activities proposed by town councils and associations, linked to wine tourism, gastronomy, nature, culture and heritage, to offer a direct and authentic experience of the region.
As pointed out by the director general, Virginia Borges, the aim is to convey that La Rioja is a destination to be explored at a leisurely pace, to be experienced and savoured, with FITUR being just a preview of the experience that awaits visitors in the region itself.
