MadRural comes to FITUR 2025 to bring you The Madrid You Don’t Expect.
07/06/2026
This week Fitur 2025 kicks off at IFEMA, the most important international tourism fair in the world. And MadRural will be there. At stand 9A13, you will be able to discover all the experiences offered by “The Madrid You Don’t Expect”. MadRural is attending FITUR 2025 for the first time as an umbrella brand bringing together its four territories: Vegas & Alcarria Madrileña, Sierra Oeste of Madrid, Sierra de Guadarrama and Sierra Norte of Madrid. The stand will host activities, talks, workshops, tastings and tourism promotion initiatives to show you everything you can find in these four regions of the Community of Madrid.
Five days to showcase the MadRural destination
The 22nd, 23rd and 24th of January will be dedicated to tourism professionals. To this end, MadRural aims to serve as a showcase for the MICE sector across each and every one of its territories. At FITUR 2025, the goal is to highlight everything that the Sierra Norte de Madrid, Sierra de Guadarrama, Sierra Oeste de Madrid y Vegas & Alcarria Madrileña can offer to a different kind of tourism, through their experiences and complementary proposals.
On the remaining days, Saturday 25 and Sunday 26 January, FITUR 2025 will open to the public to welcome all visitors interested in enjoying the #MadRuralExperiences across the four territories that make up the destination. Through different promotional activities prepared for all audiences, the aim is to showcase “The Madrid You Don’t Expect” and the endless proposals available to experience a Madrid that goes beyond the capital and the towns of our region that receive so many visitors each year. This year, the aim is to work around the concept of “being a tourist in your own land”. And the entire programme of activities held at the MadRural stand (9A13) will revolve around this idea.
Planned activities and approximate schedule*
Wednesday, 22 January
15:00 Institutional visit by Mariano de Paco Serrano, Regional Minister for Tourism, Culture and Sport of the Community of Madrid. We will be joined by the following zero-kilometre producers:
Quesería La Caperuza (Sierra Norte of Madrid),
Gin Monti (Sierra de Guadarrama),
Obrador Tradicional Horno Conejo (Vegas & Alcarria Madrileña)
Jabones de Castilla (Sierra Oeste of Madrid).
17:00 Meteor showers and solar eclipses, an opportunity for astrotourism in Madrid. Different tourism experiences led by El Nocturnario (Sierra de Guadarrama).
Thursday, 23 January
11:00 “The gateway to Alcarria Madrileña”: Loeches and Nuevo Baztán, new municipalities of Las Vegas & Alcarria Madrileña.
12:00 Live broadcast of the Onda Cero Madrid programme with Agustín Bravo and tasting of Marqués de Mendiola cheeses with sourdough loaves (Vegas & Alcarria Madrileña).
14:00 Tasting of Señorío de Val Azul wine with Protected Designation of Origin (Vegas & Alcarria Madrileña).
17:00 The flavours of wine: wine tourism and wine tasting led by Bodega Aumesquet Garrido (Sierra Oeste of Madrid).
Friday, 24 January
11:00 “European good practices”. Presentation of eBookEURO with representatives from the Vega del Tajuña Nature Centre (Vegas & Alcarria Madrileña).
12:00 Vegas & Alcarria Madrileña experiences: launch of the new tourism image.
13:00 “Olium Matritense” olive oil tourism experience, Madrid D.O. oils (Vegas & Alcarria Madrileña).
14:00 “Cheese: From local to global. The story of a reality”. Activity and tasting led by Quesería La Cabezuela (Sierra Oeste of Madrid).
15:00 Tasting of Palmeritas de Morata courtesy of Horno Conejo (Vegas & Alcarria Madrileña).
16:00 Tasting of zero-kilometre hot chocolate offered by Chocolates Valdeisabella (Sierra Oeste of Madrid).
17:30 Zero-kilometre olive oil tourism and tasting led by Fanum Aceites (Sierra Norte of Madrid).
Saturday, 25 January
11:00 Astronomy and Madrid’s skies. Workshop led by El Nocturnario (Sierra de Guadarrama).
12:00 “From Madrid to Santiago along the Camino de Uclés”.
13:00 Agritourism: “Lavender sensory experience” led by Brumas Relajantes (Vegas & Alcarria Madrileña).
15:00 enCANTAdos soap workshop and tasting with Jabones de Castilla (Sierra Oeste of Madrid).
16:30 Discover the environmental activities of “La Chanta”! (Vegas & Alcarria Madrileña).
17:30 Tracks and footprints workshop (Sierra de Guadarrama Reservation Centre).
Sunday, 26 January
10:30 Historical bookbinding demonstration (Sierra Oeste of Madrid).
12:00 World Environmental Education Day, an activity organised by the Vega del Tajuña Nature Centre (Vegas & Alcarria Madrileña).
Times are approximate and may be subject to change. Activities may be modified or vary. The organisers are not responsible for any such changes or for the cancellation of any item included in this programme.
