From September 15 to 17, 2026, Paris hosted the 48th edition of IFTM at the Parc des Expositions de la Porte de Versailles.

For three days, destinations, tourism boards, tour operators, travel agencies, airlines, transport companies and accommodation professionals came together around a shared challenge: imagining new ways of travelling and showcasing destinations.

A must-attend event for tourism in France, IFTM is both a venue for professional meetings and business development, as well as a forum for reflecting on the major transformations affecting the sector.

For its 2026 edition, the trade show placed a particularly topical question at the heart of discussions: “The value of travel: together, let’s reveal what creates impact.”

A theme that encourages the industry to look beyond the purely economic dimension of tourism and consider what travel can also create in terms of human connections, cultural discovery, regional development, emotions and environmental preservation.

Beyond professional meetings, the trade show also serves as an international showcase for destinations. Each one presents its territories, new offerings and the experiences it wishes to offer French and international travellers.

Greece:

a destination that relies on the diversity of its territory

“The French clientele particularly enjoys Greece, making it an important market for us. The airline operates a daily service between Paris and Athens. This connection then allows travellers to access Sky Express’s domestic network, which serves 33 destinations in Greece. We have a daily service from Paris to Athens, providing access to our entire domestic network.”

Morocco showcases its heritage and tourism offering

This presence is notably an opportunity to introduce professionals to a country that combines several forms of tourism: cultural discovery, heritage, gastronomy, landscapes, urban tourism and seaside holidays.

Morocco also boasts particularly rich architectural heritage. In major cities as well as in more rural areas, visitors can discover medinas, palaces, historic monuments and places that bear witness to the country’s history.

At IFTM, this diversity allows Morocco to highlight the fact that a stay in the country can take very different forms depending on travellers’ expectations.

Portugal relies on the diversity of its regions

Another destination that is particularly well established in the French market, Portugal used IFTM as an opportunity to highlight a wealth that extends far beyond its best-known destinations.

Lisbon, Porto and the Algarve remain must-see destinations, but the country has a multitude of regions, each offering its own unique identity, landscapes, gastronomy and heritage.

From north to south, Portugal can therefore be explored through very different experiences: historic cities, traditional villages, wine-growing valleys, natural areas, coastline and rural regions.

This diversity meets the new expectations of travellers, who are increasingly looking for personalised stays, local experiences and itineraries that allow them to venture beyond the most traditional routes.

Tourism in the midst of change

From Europe to Asia, from Africa to the Americas, destinations from all over the world were present at the 2026 edition of IFTM. This diversity reflects a broader transformation in the tourism sector: destinations are no longer seeking simply to promote their main must-see attractions, but to offer a richer and more diverse vision of travel.

Because travelling is no longer simply about discovering a destination’s iconic monuments or enjoying a few days by the sea. Expectations are changing. Travellers now want to discover a culture through its gastronomy, heritage, landscapes and know-how, but also take the time to meet local people, explore villages and experience activities that are closer to everyday local life.

This development directly echoes the guiding theme of this 48th edition of IFTM: what value does travel create, for travellers as well as for destinations and their inhabitants?

For three days, tourism professionals, destinations, airlines, agencies and tour operators shared their experiences and perspectives on these new expectations.

Beyond tourism appeal, discussions also highlighted the challenges the sector must now address: better showcasing destinations, diversifying offerings, preserving heritage and creating meaningful experiences.

The tourism of tomorrow may therefore no longer be measured solely by the number of visitors welcomed, but also by the quality of the experiences offered and the value they create for destinations and the people who live there.

A development that invites the sector to imagine travel that is more diverse, more authentic and more closely connected to local realities.