On January 20th, 2026, Covarrubias The One in Madrid hosted ITWow Madrid. The Spanish edition of the Italian Travel Workshop took place the day before FITUR and marked a clear break from the traditional workshop format.
For the first time, the event reshaped the classic workshop model. It introduced a modern, fluid, and dynamic approach designed to support real relationships and natural dialogue among operators. Open spaces, stronger social interaction, more movement, and an informal setting made ITWow a one-of-a-kind event. Networking felt spontaneous and effective.
The event brought together buyers from Spain, Argentina, Mexico, and Brazil. It offered direct contact with Italian sellers and created the right setting for new commercial partnerships focused on promoting Italy as a tourism destination.
Throughout the event, the info points of our regional partners were active, including Visit Brescia, Marche, Trentino, and Friuli Venezia Giulia. For the latter, our buyers and a selected group of journalists also attended a sensory and highly engaging presentation.
Participants explored concrete tourism products. They reviewed destination offers and discussed projects and strategies for outbound travel to Italy.
The day featured a redesigned B2B meeting program with a smoother flow, embedded in continuous and informal interaction. The contacts generated led to real commercial opportunities. Buyer and seller feedback confirmed strong approval of the new format.
The Madrid edition confirmed ITWow as an evolution of the Italian Travel Workshop. The format adapts to international markets and responds to a sector in constant change. It highlights Italian tourism excellence and builds new synergies with key markets.
Official websites:
https://www.italiantravelworkshop.it/calendario-itw/
https://www.artcitiesexchange.com
https://www.itw-nova.it/
https://www.itw-web.it/
https://www.instagram.com/comitelpartners/
https://www.facebook.com/ComitelPartners
Special Edition ITWOW
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