At FITUR 2026 in Madrid, one of the world’s leading tourism fairs, the Eastern Partnership region was presented through fresh perspectives and collaborative tourism offers developed within the RECONOMY Regional Tourism Development Initiative. Supported by RECONOMY’s Digitizing Sectors for Competitiveness project, partner tour operators Nueva Vista, Phoenix Tour Armenia, and Armenia Holidays took part in the event, engaging directly with international tourism professionals and global market players.
Across packed halls and high-level B2B meetings, the partner tour operators presented new ways of experiencing the region – cross-border journeys, shared stories, and tour packages that go beyond single destinations. FITUR offered the space to test ideas, spark partnerships, and position the region as a connected, diverse, and market-ready tourism destination.
Beyond visibility, the experience delivered momentum. Direct dialogue with international buyers, exposure to emerging travel trends, and peer exchange with global industry leaders strengthened partners’ confidence and sharpened their market approach. Most importantly, it reinforced a core RECONOMY message: regional cooperation creates stronger products and bigger opportunities.
RECONOMY is an inclusive and green economic development program of the Swedish International Development Cooperation Agency (Sida), implemented by Helvetas in partnership with the Strategic Development Agency NGO and others in the Eastern Partnership and Western Balkan countries.