MILAN - According to the latest estimates from the UNWTO (the World Tourism Organization), the industry is emerging from last year's difficultly thanks to progress in the global vaccination campaign and the easing of travel restrictions to some countries.
Italy is once again a highly attractive destination for foreigners. Both large cities of art and smaller towns are on offer to the international market. In addition to scenic beauty, the focus is on food and wine tourism and sustainable and slow tourism, different ways to discover the wonders of the Bel Paese.
Outgoing is expected to recover, with the hoped-for opening of additional travel corridors which could breathe new life into tourism companies specialised in organising trips abroad, starting from the beginning of next year.
Global destinations that are ready to attract influx from Italy again are reshaping what they offer in order to meet the needs of travellers that are increasingly sensitive to issues of sustainability, biodiversity, experience and connecting with local culture.
In terms of flight connections, there are plans to redesign international routes (as came to light at World Routes recently held in Milan, the most significant event in the aviation industry) which will provide fresh impetus to travel flows and modify leisure and business geography by reshaping offers across international markets.
While in 2019 companies carried 4.54 billion people globally, in 2020 passenger numbers fell to 1.81 billion, and this year - according to lATA - will rise to 2.28 billion, jumping up again in 2022 to 3.43 billion. Companies are therefore mobilising in order to find new connections and become increasingly competitive. Italy is also central in these operations: launching new connections will impact on how new tourism offers are designed and on business flows.
In this context, BIT, the International Tourism Exchange - one of the first European events in 2022 and the first in Italy - is underway once again, presenting itself as a real chance to compare, sell and promote during the industry's period of strategic relaunch, particularly in view of the upcoming summer season.
BIT's relaunch is operating on two fronts: for travellers, who will have the opportunity to find out about what operators and tourist destinations represented at the exhibition have to offer; and for professional operators, who will have the chance to foster new relationships across the entire supply chain and seize new business opportunities.
BIT is taking place face to face from the 13th to the 15th of February 2022 at fieramilanocity, meaning it will be an opportunity to work effectively on reopening, developing international relations, sharing new knowledge, offering a comprehensive overview of what is on offer and what is new for the summer season, developing Italian offers that target new markets and being a sounding board for promoting the world in Italy.
In order to meet operators’ diverse needs, the exhibition has been divided into four areas defined by key tourism issues: Leisure, MICE, BeTech and BIT4Job.
Leisure brings international tourism supply and demand together, while also serving as an area where the public can discover destinations, from new ones to hidden gems. This area will also provide an opportunity to 'travel' around Italy, discovering all it has to offer, from wine and food tourism to slow and sustainable tourism, as well as a chance to gain familiarity with offers from across the globe.
BeTech brings together companies that offer business & networking services and exclusive digital and social media content, both physical and virtual. It will represent the spirit of BIT, featuring the technological avant-garde in the industry and making it visible like never before.
MICE Village is an area entirely focused on industry events, meetings and conferences, reserved exclusively for MICE operators and top buyers. It will include everything from business travel to corporate offers.
Bit4Job is the area of BIT focused on Recruiting for the tourism industry: an opportunity to select qualified personnel and promote your business, facilitating encounters between employment supply and demand.
BIT Milano 2022 will also feature wide-ranging reflections on the world of tourism through an extensive programme of conferences, conventions and seminars on industry trends and dynamics.