Breaking every record, the 28th BIT, which ended yesterday at the fieramilano Rho trade fair complex, continues to stand out as the standard-setting tourism fair in Italy and the world. After opening last Thursday in the presence of high-ranking government representatives, Italy’s top tourism event did even better than last year: 155,000 total attendance (+3% over 2007); 108,500 were professional visitors and 20,500 of them came from abroad.

BIT is therefore even more international than ever. The over 5,000 companies came from 152 nations around the world, including exciting new entries, such as Togo, Abu Dhabi, Nicaragua, Haiti, Belgium Tourism-Flanders, Belarus, Bhutan, Mali, Democratic Republic of Congo. Other countries returned to BIT, such as Japan and the Bermuda Islands.
BIT’s steady growth from year to year, commented Adalberto Corsi, chairman of Fiera Milano Expocts, proves that we were right in choosing a multi-target formula which very effectively combines the big numbers of a great event with vertical focalisation on different market segments which BIT promptly pinpoints and highlights. This year’s numbers give prominence, above all, to the growth of BIT’s international role. This is a very important aspect within the context of the challenges Italy and especially Lombardy will be facing in the next few years: Milan’s bid for Expo 2015, and safeguarding the role of Malpensa airport.

This year’s figures, added Corrado Peraboni, managing director of Fiera Milano Expocts, promote BIT’s role as a clear benchmark for the whole tourist industry, by far the most important Italian tourism fair and amongst the top world fairs. BIT’s unique exhibition concept meets the needs of all industry stakeholders, from travellers to trade professionals and tourist boards. The BuyItaly workshop, for example, established new records in bringing together Italian tourist product supply and demand. BuyClub International achieved similar results; this workshop is devoted to the world of clubs and associations. Not forgetting Certicibit, which focuses on good eating habits and high-quality food and wine products.

BIT is an exceptional market observatory, having built up a wealth of data and information in almost thirty years. This, together with BIT’s brand recognition in international markets, make the event an indisputable, irreplaceable bellwether for all players in the new global tourism markets, as this year’s figures confirmed.

BIT was also a great success with the travelling public, who has ever-higher expectations and seeks out specific information. This year over 46,000 members of the public visited BIT, 11% more than in 2007.