BIT 2026 Opens in Milan with Groundbreaking “People-First” Philosophy, Setting the Stage for the Future of Sustainable and Authentic Travel!

Published on February 10, 2026

Milan, Italy, is once again at the forefront of global tourism innovation with the opening of BIT 2026 (Borsa Internazionale del Turismo) on February 10, 2026. Held at the iconic Fiera Milano Rho exhibition center, the event has set the tone for the future of travel by embracing a people-first approach. This year, BIT is not just a marketplace for tourism products and destinations but a dynamic platform where exhibitors, buyers, and content creators converge to shape the next chapter of the tourism industry.

For three days, Milan becomes the epicenter of global tourism trends, with over 1,000 exhibitors from 54 countries coming together to share innovative ideas, strategies, and products. BIT 2026 is focusing on fostering relationships, building meaningful connections, and creating shared value across the tourism supply chain. This new concept of the event prioritizes people, experience, and sustainability, making it more than just a traditional trade show.

The Shift to Experience, Identity, and Relationships

BIT 2026 introduces an exciting transformation in the way tourism is perceived and experienced. According to Emanuele Guido, Head of Home, Fashion, and Leisure Exhibitions at Fiera Milano, the new event concept reflects the evolving nature of travel. “In a phase of evolution where travel is increasingly about experience, identity, and relationships,” Guido explains, “we’ve designed this edition to combine business, content, relationships, and a strategic vision that places people at the center.”

The Travel Makers community is a central theme of BIT 2026, uniting operators, destinations, storytellers, and travelers alike. This collective vision aims to transform the way we think about travel, moving away from traditional destination-focused models to embrace a more interactive, inclusive, and sustainable approach. The event seeks to build bridges and create new ecosystems that benefit everyone involved in the travel process, from planners to consumers.

Travel Makers Fest: A Platform for Content, Relationships, and Dialogue

A highlight of BIT 2026 is the Travel Makers Fest, a comprehensive platform for content exchange and relationship-building. Over three days, the event will host hundreds of panels, talks, and workshops, providing invaluable opportunities for networking and knowledge sharing. The overarching theme of the festival, “Building Bridges. Imagining New Ecosystems,” is explored through five thematic strands: Discovery, Backstage, (Im)Possible, This Must Be the Place, and BIT&Friends.

These discussions aim to address critical issues in the tourism industry, including the future of travel models, generational expectations, and the development of inclusive tourism ecosystems. By fostering a collaborative environment, BIT 2026 invites professionals and attendees to think about the future of travel in a way that transcends traditional boundaries and embraces the rapidly changing global tourism landscape.

A Complete Showcase of the Tourism Supply Chain

One of the key features of BIT 2026 is its six thematic exhibition districts, which comprehensively represent the entire tourism value chain. From destinations and services to hospitality, mobility, and technology, the exhibition layout is designed to reflect the diverse aspects of the global travel industry. The six districts include:

1. Italy – showcasing the best of Italy’s regions and cities.
2. World – featuring international destinations from Europe, Asia, and beyond.
3. Travel Expert – for niche travel agencies and specialized services.
4. Hospitality – highlighting the latest in hotel developments and hospitality innovations.
5. Transportation – focusing on transportation providers, airlines, and mobility solutions.
6. Innovation – presenting the cutting-edge technology and sustainable practices shaping the future of tourism.

Each district aims to offer attendees an immersive experience, allowing them to explore different sectors of the tourism ecosystem. This focus on diverse representation ensures that BIT 2026 caters to every corner of the tourism industry, making it an essential event for anyone looking to understand the future of global travel.

Dedicated Tools for Networking and Professional Exchange

BIT 2026 is more than just an exhibition; it’s an interactive networking platform designed to facilitate targeted meetings and foster business opportunities. The event offers several tools to enhance professional exchange, including:

• Speedy Meeting – A time-efficient system that allows exhibitors and operators to meet with potential partners in a structured, focused manner.
• Digital Platform – Extending the event’s networking capabilities before and after the exhibition, the digital platform allows participants to schedule meetings and continue conversations from the event.
• Incentive Program – A global network supporting selected buyers and brand ambassadors to facilitate international business relationships.

These tools aim to make BIT 2026 more effective and accessible to attendees, ensuring they maximize their time at the event and can connect with key industry leaders, partners, and suppliers.

Hosted Buyers: A Global Audience with Diverse Interests

BIT 2026 is drawing in a wide range of international buyers, with over 50 countries represented in the hosted buyer program. A large portion of attendees (52%) are from Europe, with the remaining buyers hailing from markets such as the Americas, Asia, and the Middle East. These buyers include professionals from various segments, including luxury travel advisors, corporate travel operators, and those focused on food and wine tourism, wellness, and cultural experiences.

The event’s diverse representation highlights the growing demand for niche, personalized travel experiences. BIT 2026 provides an ideal platform for suppliers and buyers to come together and discuss trends in the luxury, wellness, and sustainable tourism markets, among others.

A Platform for the Future: BIT 2026 and Milano Cortina 2026 Winter Games

Coinciding with the Milano Cortina 2026 Winter Olympics and Paralympics, BIT 2026 is positioned as a major event in Milan during a period when the city is under the global spotlight. The exhibition will feature ice competitions, with events such as speed skating and women’s ice hockey taking place within the exhibition district, making BIT 2026 an even more exciting and dynamic event.

By aligning itself with such a globally recognized event, BIT 2026 underscores the growing connection between tourism, major international events, and destination hosting capabilities. This synergy offers an unparalleled opportunity to explore how global sporting events impact tourism and travel.

Sustainability at the Core of BIT 2026

As part of its commitment to sustainability, BIT 2026 is focusing on green tourism and responsible travel. With tourism shifting toward more authentic, sustainable, and inclusive experiences, the event serves as a reference point for the future of the industry. The exhibition and discussions will center around the role of sustainability in shaping travel, emphasizing eco-friendly solutions and social responsibility.

BIT 2026 Milan Marks the Beginning of a New Era in Global Tourism

BIT 2026 is not just an exhibition—it’s a transformative event that redefines how the tourism industry connects, communicates, and collaborates. By placing people at the heart of the experience, BIT 2026 lays the groundwork for a future where sustainability, authenticity, and innovation drive the tourism sector. As Milan hosts this revolutionary event in February 2026, it is clear that the future of tourism is being shaped by collective vision, shared experiences, and a deep understanding of the evolving needs of modern travelers.