Benin at FITUR Madrid

Project Overview

From January 21 to 25, the Republic of Benin participated in FITUR, one of the largest and most influential tourism trade fairs in the world, held at IFEMA MADRID.

Benin’s participation was conceived as a strategic operation to strengthen the country’s visibility within the Spanish-speaking market and to reinforce its positioning on the global tourism stage. At the heart of this presence was a dedicated national pavilion reflecting the country brand Benin, A World of Wonders.

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Introduction

FITUR represents a key gateway to the Spanish, European, and Latin American tourism markets. Bringing together tourism professionals, institutions, media, and destinations from around the world, the fair offers a unique platform to develop partnerships, increase destination awareness, and position countries within a highly competitive global landscape.

Benin’s participation aimed to present a clear, coherent, and attractive destination narrative, tailored to the expectations of the Spanish-speaking market while reinforcing its international brand identity.

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The Challenge

Building Awareness in a Highly Competitive Global Market

Despite its exceptional cultural, historical, and natural assets, Benin remains relatively underrepresented within the Spanish tourism market. The challenge was therefore to increase awareness, spark curiosity, and communicate the destination’s uniqueness in a clear and compelling way.

The objective was to avoid fragmented messaging and instead deliver a unified brand experience capable of positioning Benin as a distinctive and experiential destination.

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The Mission

Create a Pavilion that Translates the Country Brand into Experience

The mission was to design and coordinate a pavilion that would embody Benin, A World of Wonders through space, storytelling, and interaction.

The pavilion needed to function as a professional meeting hub, a destination showcase, and an immersive entry point into Benin’s cultural, historical, and tourism offer, addressing both trade professionals and media audiences.

Pavilion Concept and Experience

The Benin Pavilion was conceived as an immersive and welcoming environment, structured around the country brand and its promise of diversity and discovery. The scenography highlighted Benin’s key tourism pillars, including history and memory, culture and living traditions, nature, coastal and lagoon experiences, and contemporary artistic expression.

Visual storytelling, curated content, and destination presentations allowed visitors to explore Benin’s multiple facets, positioning the country as a destination offering depth, authenticity, and meaningful experiences.

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Communication Strategy 360

Benin’s participation at FITUR was supported by a coordinated communication strategy targeting tourism professionals, institutional partners, and media. The pavilion served as a central platform for meetings, presentations, and content creation.

This approach reinforced brand coherence, strengthened visibility within the Spanish market, and ensured that Benin’s presence extended beyond the physical space of the exhibition through digital and media amplification.

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Implementation

From Brand Strategy to On-Site Execution

The project included the full coordination of the pavilion’s design, construction, and deployment at IFEMA MADRID. Particular attention was given to aligning brand identity, messaging, and visitor experience.

Every element, from visual identity to hospitality and professional interactions, was designed to deliver a consistent and high-quality representation of Benin on one of the world’s leading tourism platforms.

Results and Impact

Benin’s participation at FITUR strengthened the country’s visibility among Spanish and international tourism stakeholders. The pavilion facilitated professional exchanges, supported partnership development, and reinforced recognition of Benin, A World of Wonders as a unified and credible country brand.

This presence contributed to positioning Benin as an emerging and distinctive destination within the Spanish-speaking tourism ecosystem.

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A Strategic Gateway to the Spanish-Speaking Tourism Market

The participation of Benin at FITUR demonstrated the importance of immersive branding and market-specific positioning in destination promotion. By translating its country brand into a coherent pavilion experience, Benin successfully engaged tourism professionals and media on a global platform.

This operation stands as a key milestone in Benin’s international tourism promotion strategy and its outreach to new markets.