MILANO (ITALPRESS) – From Tuesday take the BIT 2026 – International Tourism Exchange, presented by Fiera Milano and scheduled in the Rho district from 10 to 12 February, in extraordinary contemporaneity with the Olympic Games and Winter Paralympics of Milan Cortina 2026. The inauguration is scheduled for tomorrow, 10 February, at 11.00, at the Centro Servizi di Fiera Milano, with the participation of Daniela Santanché, Minister of Tourism, Attilio Fontana, President Regione Lombardia, Elena Buscemi, President of the City Council of Milan, Roberto Foresti, Deputy Director General of Fiera Milano, Giovanni Bozzetti, President of Fondazione Fiera Milano. With over 1,000 exhibitors, of which more than 39% international from 54 countries, and a selection of hosted highly profiled buyers from over 50 countries, BIT 2026 presents itself with a new concept that focuses people, even before destinations and products. An approach that interprets tourism as experience, relationship and identity, and makes BIT a reference platform to read the present and anticipate the future of the sector. The heart of this vision is the Travel Makers Fest, the transversal nervous system of BIT 2026: six thematic arenas, hundreds of appointments between talk, panel and workshop, and a cultural palimpsest that intertwines chain, business, content and visions.
BIT 2026 aims with a new approach to travel and tourism industry, starting from people before even from destinations and products. A reference platform to interpret the present and anticipate the future. “In a phase of evolution in which the journey is more and more experience, identity and relationship,” commented Emanuele Guido, Head of Home, Fashion and Leisure Exhibitions at Fiera Milano, “with more than 1,000 exhibitors, of which more than 39% foreign from 54 countries, the new concept of BIT combines the business dimension with content, relationships and a strategic vision that focuses people. Today the role of an event goes beyond the encounter between demand and offer, to become a common space in which all actors interact to create value along the whole chain. With this goal, BIT 2026 is a living platform, able to read changes to a more authentic, sustainable and future-oriented tourism.” BIT 2026 thus becomes a space of comparison in which the boundaries between who offers, who communicates and who travels become increasingly fluid, reflecting the real evolution of the sector. A vision that also translates into the new calendar from Tuesday to Thursday, articulated on three days designed to foster contamination, dialogue and networking between different but interconnected worlds.
A revolution that takes shape in particular in the Travel Makers Fest, a real nervous system of the event: a pile of content and relationships that develops in six thematic arenas with hundreds of appointments in three days, between talk, panel and workshop. The theme of this edition, Building bridges. Imagine new ecosystems, will be declined in five fil rouge – Discovery, Backstage, (Im)Possible, This Must Be the Place and BIT&Friends – that outline a path made of stories, processes, visions and operational practices. BIT 2026’s Think Tank is a meeting place between professionals with different and complementary skills, coordinated by an international Advisory Board of experts, managers and tourism observers. Their contribution supported the definition of the key themes of the event, offering an articulated reading of the ongoing transformations: from new travel models to the role of technology, from the expectations of the new generations to the need to build more balanced and inclusive tourist ecosystems. Strategically integrated with the content of the Fest, BIT 2026 presents an exhibition itinerary structured in six districts – Italy, World, Travel Expert, Hospitality, Transportation and Innovation – that return a complete view of the tourist industry.
From Italian and international destinations to travel services, from hospitality to mobility and innovation solutions, the layout accompanies visitors through the different souls of the industry. The event also consolidates its business vocation thanks to tools designed to facilitate the encounter between demand and supply. Speedy Meeting is the format of meetings that allows exhibitors and operators to start targeted contacts quickly; Digital Platform extends networking and matching opportunities online, before and after the event; The Incentive Program supports a global network of selected buyers and brand ambassadors, which promote the quality and effectiveness of professional relationships. Highlighting the selection of hosted highly profiled buyers from all over the world, coming for 52% from Europe, 22% from the Americas, 16% from Asia and 10% from the Middle East and Africa. In addition to Italy, the most represented countries are, in order, USA, Brazil, China, Czech Republic, Argentina, United Arab Emirates, Scandinavian countries (Sweden, Norway, Denmark, Finland), Germany and Canada, for a total of over 50 countries of origin. Among the most important activities are luxury travel advisor (28%) and business and corporate travel operators (23%), while hotels and hotel chains (47%) and Destination Management Company (DMC, 34%).
Specializations confirm the increasingly experiential cutting and lifestyle of the sector: buyers interested in food and wine tourism are 54%, while 48% research options in luxury and another 48% cultural opportunities. Wellness and thermal holidays are of interest for 36% and city breaks and visits to specific locations for 34%, with a 28% that finally looks to incentive trips. The range of exhibitors, representing the entire supply chain, brings together in a single ecosystem destinations, operators, services, technologies and mobility. The offer ranges from leisure tourism and hospitality, from transport to digital solutions, with a strong focus on innovation, sustainability and quality of experience. The appointment with BIT 2026 is at Fiera Milano from tomorrow, Tuesday 10 February to Thursday 12 February.
– photo press office Fiera Milano –
(ITALPRESS).
