Although the organisers informed that the number of visitors was lower than in previous editions, the Costa del Sol Tourist Board considers FITUR to have had positive results. The fair –one of the most important events on the travel industry’s calendar– was approached with mixed feelings, from uncertainty to anxiety to confidence. Perhaps it is too soon to take stock, and a lot will surely be said about the fair in the next few days.
The Costa del Sol stand, where activities took place all the time, was crowded throughout the fair. Although this is good, the strategy to attend this kind of events should be redefined, as their importance is declining. In the past, without the Internet, mobile phones, and new technologies, their existence was justified. The new situation, though, calls for a new approach in the ever-changing travel and tourism industry.