Tourism recovery starts with BIT 2022

 Tuesday, April 19, 2022 


A steady flow of visitors greeted the in-person return of BIT 2022, Italy’s leading tourism exhibition, which closed at fieramilanocity: three days of intense networking and new product presentations, characterised by the quality of exhibitors’ proposals and highly profiled buyers. 

Quality that has increasingly taken shape in futuristic trends, such as the metaverse and space travel, as well as with the confirmation for the upcoming season of slow, ethical and sustainable tourism.

This year’s top trends include walking, from spiritual walks to nature walks, and the cycling tourism comeback, active and outdoor vacations with a touch of luxury and glamour, like glamping.

As strong as always is the food and drink tourism trend, combined with exploring villages and history and culture.

Destinations focus on open air

The Councillor for Tourism, Sport and Entertainment of the Sicilian Region, Manlio Messina, explains that this return to in-person went very well for them, particularly for their experiential ideas.

Starting from the common theme of food and drink, they created cultural and musical itineraries and events, all rooted in history, such as the Sicilia Jazz Festival which promotes the legacy of the first musician to record a jazz record, the American with Sicilian origins, Nick LaRocca.

Even among foreign destinations, the mood tends towards promoting sustainable and responsible tourism.

Operators are ready with new proposals

One of the latest additions this year was the ASTOI Village which brought over 20 leading tour operators together in one space.

BIT was an opportunity to look to the future after long years of waiting.

It was satisfying to see partners, suppliers, clients, journalists and trades all present, a sign of the desire to rediscover a normality that involves meeting up and human and professional relationships, commented Alessandro Seghi, Sales Director Tour Operating Division of Alpitour World.

The desire to travel is back, as confirmed by the trend of two-week bookings, Leonardo Massa, Managing Director of MSC Cruises, concludes for the other operators.

Here at BIT they offered a summer with all 19 ships in operation, which MSC World Europa and MSC Seascape will be added to in the coming months.

Buyers seeking out new experiences

Even from the buyers’ point of view there is great satisfaction with the in-person return and the focus on the more original proposals.

Rena Keberlinskaya of Quintessentially Travel (Azerbaijan) comments here to look for new products, particularly exploring new regions of Italy.

Their company mixes a variety of experiences, from leisure to business to incentive, and here they have found interesting proposals within all these segments.

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