FITURNEXT, FITUR’s sustainability observatory dedicated to identifying and promoting best practices in tourism, has received more than 350 initiatives from five continents for its 2027 Challenge, which focuses on the role of tourism in preserving and promoting cultural identity.

The call for entries remains open until the end of August 2026. Following the evaluation process, nine finalist projects will be selected, with three winners to be announced during the International Tourism Trade Fair (FITUR 2027), taking place 20–24 January 2027 at IFEMA MADRID.

Three priority areas

The 2027 Challenge seeks projects that demonstrate how tourism can protect and strengthen the cultural identity of destinations while supporting sustainable development. FITURNEXT has identified three priority categories:

• Revitalization and Regeneration of Heritage, recognizing initiatives that restore, rehabilitate, or reactivate tangible and intangible cultural heritage through tourism.
• Community-Led Identity Tourism Initiatives, highlighting projects in which local communities play a central role in designing, managing, and benefiting from tourism experiences based on their cultural identity.
• Creation of Identity-Based Tourism Products, focusing on travel agencies, tour operators, and other organizations that develop tourism products centered on the unique cultural identity of destinations.

According to FITURNEXT, cultural identity—including heritage, traditions, local knowledge, and ways of life—is one of tourism’s greatest assets, but it is also among its most vulnerable. While tourism growth can place pressure on cultural authenticity, it can also contribute to the preservation and revitalization of local identity when developed responsibly and with active community participation.

More than 2,000 initiatives reviewed

The 2027 edition marks the eighth edition of the FITURNEXT Observatory. Since its launch, the initiative has analyzed more than 2,000 tourism projects showcasing sustainable practices and innovative approaches to destination management, community engagement, and cultural preservation.

In addition to its annual challenge, FITURNEXT continues to expand its knowledge-sharing activities through the Destino FiturNext podcast, now in its second season. The series features discussions with tourism professionals and highlights initiatives addressing issues such as gender equality, accessibility, environmental regeneration, and other aspects of responsible tourism. The podcast is available on Spotify and Apple Podcasts.