Marbella, with its own stand, this year is presenting itself at Fitur as a pioneer in the fight against seasonality in typical sun and sand destinations.
This week the town is hosting the global launch of Audi's new range of eco-friendly cars - a three-week event which will generate 20,000 overnight stays in the town right in the middle of traditional low season.
However, while the congress sector is important, Marbella has recently held the Davis Cup tennis tournament and will also host the World Padel Tour in March - proof that the resort is gaining a reputation as a major sporting venue.
Golf, too, brings in significant revenue with 14 courses located within the municipality and figures showing that golf tourists both stay longer and spend more than the average visitor.
These, and many more, are part of the presentations at the fair and which formed part of the reception for 200 guests which took place at the San Fernando Royal Academy of Fine Arts on Tuesday, the night before Fitur's inauguration.