FESPA 2026 in Barcelona: A Strategic Opportunity for the Spanish Graphic Arts Industry

Jesús Durá, president of FESPA Spain, analyzes the state of the industry and the trade show’s role as a global platform.

After nearly 14 years, the international printing industry will once again gather in Spain for FESPA Global Print Expo 2026 in Barcelona. For Jesús Durá, president of FESPA Spain and CEO of Vinylcolor Digital, the return of the sector’s largest global event represents recognition of the local industry and a strategic opportunity for Spanish companies.

“It is an honor to welcome the entire international graphic arts community,” says Durá. “After so many years without a FESPA Expo in Spain, hosting FESPA International in Barcelona once again is a source of satisfaction, but also a challenge.”

A global showcase returns to Spain

The last edition of FESPA held in Spain took place more than a decade ago. Since then, the industry has undergone a profound transformation, marked by digitization, technological advancements, and new business models. In this context, the return of the trade show takes on special significance.

“FESPA is the largest event in the global printing industry,” Durá emphasizes. “The fact that it is returning to Spain after so many years is a sign of recognition and support for the Spanish industry.”

In addition, holding the trade show in Barcelona lowers the barriers for many local companies. “It’s not the same to participate in a trade show in your own country as it is to travel to a market in a third country,” he explains. “This opens up a very interesting opportunity for more Spanish companies to showcase their products and services, in addition to increasing the number of visitors to the Expo.”

A platform for local industry and connecting with Latin America

Durá also highlights the potential of FESPA 2026 to strengthen ties with other markets, particularly Latin America. “It’s a great opportunity to strengthen our relationship with Latin America,” he notes. “We have cultural and communication advantages that we haven’t always been able to take full advantage of.”

Beyond networking, FESPA serves as a benchmark for gauging the true state of the market. “The trade show isn’t just about making contacts,” he notes. “It’s a place to understand where the industry is headed, what’s being developed, and what the outlook is.”

Innovation, Materials, and Technology

One of the key drivers of transformation in the industry is the evolution of materials, especially in terms of sustainability. “Today it’s possible to build entire structures—even exhibition booths—using cardboard, something that was unthinkable just a few years ago,” says Durá.

Added to this is the constant advancement of printing technology. “Our industry has had to adapt very quickly to these changes,” he says. “We’ve probably experienced more transformations in the last 20 years than we did from Gutenberg’s time until the end of the 20th century.”

Equipment connectivity, advanced color management, and the application of artificial intelligence are redefining production processes. “AI can now be applied in both prepress and printing, enabling the detection of errors, maintaining color consistency, and performing predictive maintenance,” he explains. “This has a direct impact on companies’ productivity.”

Sustainability: A Critical and Necessary Perspective

For Durá, sustainability is no longer an option, but he cautions that a rigorous analysis is necessary. “We need to be very clear about what we mean by sustainability,” he says. “Not everything that’s presented as sustainable actually is when you analyze the entire process of reusing the material.”

In his view, the industry must be more transparent and critical, avoiding both the demonization of certain materials and the idealization of others. “If we’re committed to sustainability, we must accept all the consequences,” he says, acknowledging that there is still a price differential that the market must gradually absorb.

A must-attend event for the industry

With a presence in 37 countries, FESPA offers a unique platform for generating opportunities on a national and international scale. “FESPA is the global showcase that allows us to get a true sense of the market and make strategic decisions,” concludes Durá. “It’s a must-attend event for anyone concerned about the future of the industry and the viability of their business.”