The Fitur International Tourism Fair in Madrid was notably affected by the mourning caused by the railway accidents in Adamuz and, subsequently, the Rodalies crash in Gelida. This atmosphere of respect meant the environment was not conducive to large celebrations, a fact understood by all operators, including the stands from Catalonia and the Tarragona region.

This situation forced local councils to replace initial enthusiasm with pragmatism. The Mayor of Salou, Pere Granados, cancelled a carefully prepared gastronomic event at the Movistar Arena, where chef Pep Moreno (of the Deliranto restaurant) was set to present a historical menu. Instead, Granados held an austere press conference at the Casino de Madrid, inviting journalists to enjoy the event in Salou at a later date.

During the appearance, Granados took the opportunity to reinforce Salou's commitment to making heritage, combined with gastronomy, an attractive feature that helps desensationalize the destination. The Tarragona representation at Fitur was numerous, including the President of the Diputació, Noemí Llauradó, and the mayors of Tarragona (Rubén Viñuales), Reus (Sandra Guaita), Cambrils (Oliver Klein), Vila-seca (Pere Segura) and Mont-roig del Camp (Fran Morancho).

All authorities expressed optimism for 2026, a year expected to be excellent for tourism on the Costa Daurada. This optimism is based on key events such as the start of a Tour de France stage in Tarragona, hosting the Sols Repsol gala (for the first time in Catalonia), the celebration of the Gaudí Year in Reus, and the presentation of the new gastronomic brand BOCA in Cambrils.