Istanbul 2010 European Capital of Culture Agency joined in Madrid FITUR Tourism Fair on 20-24 January 2010 hosting 13.500 stands from 170 countries. Regarded as the third greatest tourism world in the world, Madrid FITUR was followed by nearly 2.800 press members and visited by 250.000 people.

Istanbul 2010 European Capital of Culture took part in national stand of Turkey. Istanbul 2010 ECOC projects were promoted through interviews with press members, travel agencies and managers of tour operators.