Santander, 17 September 2026. The Government of Cantabria has chosen culture as the guiding theme for its presence at the international tourism fair Fitur 2027 in Madrid . At the same time, the regional tourism company Cantur has put the planning, construction, fitting-out and operation of the exhibition stand out to tender. The base budget stated in the tender documents is €1,104,273.32.
According to the documents available, the contract covers not only design and construction of the stand but also audiovisual technology, content, maintenance, logistics and services for other national tourism events in 2027. The contract is being awarded through the standard public procurement procedure and can be tracked via the relevant tender portals. The regional government aims to give greater visibility to new cultural projects and institutions and to strengthen Cantabria’s position as a year-round destination.
The choice of focus is justified by the expectation that curated presentations, digital formats and partnerships with local stakeholders will increase demand for cultural offerings. The tender documents do not specify particular programme items, participating institutions or named partners; these will be determined by the subsequent concept. The tender therefore establishes a framework without pre-empting the choice of content.
At national level, tenders for overarching exhibition presences are being run in parallel, including by Turespaña. Regional presentations such as Cantabria’s are usually integrated into this overall framework, enabling synergies in visitor routes, communications and B2B meetings. For the Autonomous Community of Cantabria Fitur has traditionally been a platform for showcasing museums, festivals and cultural infrastructure projects; in previous years the region has made its mark in this area and attracted attention from both industry professionals and the public.
The financial scale of the current contract points to greater investment in high-quality presentation formats. Critics see this as money that could also go directly to local cultural production. Supporters point to the leverage of international visibility, possible contracts with tour operators and airlines, and Fitur’s role as an industry meeting place. The actual impact of the 2027 presence will depend largely on its content, the involvement of cultural professionals and coordination with national presentations.
Timing: The announcement and tender are dated 17 September 2026 and relate to the 2027 edition of the fair. Statements about impact are assessments; the figures and procedural steps cited are based on published tender documents and official announcements.
Editor: Celestina Fuentes (Article created with AI assistance).