BIT Milano stands as the world’s premier marketplace for”Product Italy”, eaffirming its role as a key event for the entire tourism industry. It boasts a vast exhibition area, featuring everything from Italian and international tourism organizations to airlines, trade associations, tour operators, and emerging niche destinations.
MILAN – TRAVELDAILYNEWS – REPORT: BIT–International Tourism Exchange is gearing up to launch its 44th edition, following on from a standout year for Italian tourism. Data from the first 11 months of 2023 show 118.2 million arrivals and 397.5 million overnight stays (up 5.4% and 0.7% from the same period in 2022, according to ISTAT), and early January estimates by Assoturismo-Confesercenti predict 445.3 million overnight stays in domestic accommodation for the year (an 8.1% increase on 2022, surpassing 2019 figures).
Fiera Milano is organizing the event at the Allianz MiCo in Milan from Sunday 4 to Tuesday 6 February, catering to the needs and desires of both travelers (4 January only) and industry professionals.
This year’s innovations are significant, including the partnership with Welcome Travel Group, which – with its extensive network and partners like Alpitour World and Costa Cruises – opens up new travel horizons and numerous opportunities for operators. BIT Milano is also teaming up with Federterme-Confindustria, as the Thermalia section makes its debut at the event. With over 30 industry exhibitors taking part, it’s set to be a prime chance to get together and spark a revival in the wellness sector, which is becoming a key choice for travelers of all ages.
More than 1,100 exhibitors from 66 countries will meet top domestic and international buyers at the exhibition, hailing from Europe (44%), North America (14%), Asia (14%), Central and South America (11%), and the Middle East (8%). Exhibitors will therefore have plenty of chances to start business relationships and improve opportunities for trade with key countries.
Many well-known companies, such as Grupo Viajes El Corte Inglés, Travelzoo, Lidl Österreich, and TUI Netherlands from Europe, along with Backroads, HelmsBriscoe, and Dell Technologies from the United States, and Fliggy and Beijing GE Hualun Medical Equipment from China, are involved.
The exhibition is split into three thematic areas: Leisure showcases both Italian and international destinations and exhibitors, while BeTech focuses on digital services and startups, and the Mice Village is centered on the conference industry.
In the Leisure sector, Italy showcases its regional diversity from north to south: from the captivating canals of Venice in Veneto to the Metapontino Coast in Basilicata, through to Tropea’s attractions in Calabria and the Aeolian Islands off Sicily; from wellness breaks to walks along the most evocative lakes in Lombardy, which is preparing for the 2026 Winter Olympics, to the beaches of Lignano Sabbiadoro and the Tarvisio mountains in Friuli-Venezia Giulia; and then there are the vast landscapes of the Langhe and the Savoy Royal Residences in Piedmont, the Frasassi Caves in Marche, the Cammino Grande di Celestino in Abruzzo, the charming masserie of Puglia, farmhouse stays in Sardinia, the colorful Cinque Terre in Liguria, and the wine experiences amid the countryside of Tuscany and Umbria. Next, let’s take a journey to Emilia-Romagna, from the Riviera to the food tours of Parma and Bologna, to Lazio with its historic marvels and spiritual trails, ahead of the 2025 Jubilee, and on to Campania for an enchanting coastal tour.
BIT is also a global showcase, offering a complete world tour: from nearby European spots like the Azores, Canary Islands, Croatia, Slovenia, Formentera, and San Marino, to the Indian Ocean and the temples, nature reserves, and vast beaches of Sri Lanka, Malaysia, and Mauritius. Then onwards to the Caribbean, boasting dreamy destinations like Anguilla, Barbados, Cuba, and the Dominican Republic, as well as Central and South America, featuring Nicaragua, Uruguay, and Brazil’s Ceará state.
For those drawn to the East, you can also call in to China, which reopened its borders in March 2023 after years of closure, or explore Japan, the land of samurai, and Tokyo, a city famed for its advanced technology. Then, onwards to the Middle East, from the rock-hewn cities of Jordan to the Sahara’s oases in Algeria, Egypt, and Tunisia, and even into Africa – Gambia, Nosy Be and Senegal.
Airlines and cruise operators, including top names like Aereoitalia, ITA Airways, Lufthansa, Eva Airways, Trenitalia, Trenord, Costa crociere, MSC Crociere, and Cruiseline, will also be in attendance. In the travel network and tour operator sector, prominent names include Gattinoni, Alidays, Alpitour World, Boscolo, Futura Vacanze, Going, Guiness Travel, HotelTurist, Idee Per Viaggiare, Imperatore, Isola Azzurra, I Grandi Viaggi, Kel 12, Naar, Nicolaus, Veratour, and Viaggi Del Mappamondo.
On top of all that, there are also attractions like Gardaland, shopping hubs like CityLife, and major hotel chains including Best Western Italia, NH Milano Congress Centre (Minor Hotels), and A&O Hotels and Hostels Holding GmbH.
The exhibition has backing from leading industry groups: ASTOI Confindustria Travel, ETOA – European Tour Operators, FTO – Federazione Turismo Organizzato, Federcongressi&eventi, Federterme, MPI Italian Chapter and Confartigianato Imprese.
BIT brings together diverse cultures and viewpoints, covering different continents and offering a worldwide outlook on a broad selection of destinations and activities: from food and wine to local experiences, from relaxing vacations to sports tourism, to spiritual walks and the most adventurous travel ideas for digital nomads.
BIT 2024 guides travelers on an enthralling journey to explore local delicacies and fresh travel options, with a view to deasonalization, coolcationing, “Blue Zone” retreats, and options for both luxury and budget-conscious explorers. There are many options available: from outdoor adventures to astro-tourism, rural and regenerative tourism and eco-diving, for genuine experiences connecting with the local area, including wine tastings and culinary tours, scenic bike rides, and enchanting walks. Waterfront vacations are transformed into “lounges with a sea view”, encouraging more sustainable vacations, while historic treasures welcome tourists to UNESCO sites for art and cultural tours. There are sophisticated options for wellness holidays and “bleisure” – the ideal blend of business and leisure travel.
Last but not least, BIT Milano offers a great chance to stay current with the latest trends in tourism, with a focus on sustainability, awareness, personalization and digitalization through specialized workshops and events in the engaging series “Bringing Innovation into Travel”.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
