With international tourism making a robust comeback, as indicated by the latest UNWTO barometer (now UN Tourism), the 2024 edition of BIT Milano, the International Tourism Exchange, is set to open under auspicious circumstances. The most significant fair in the Italian tourism sector will take place from February 4 to 6, attracting professionals from the tourism industry to the Allianz MiCo in Milan. Over three days, the event will facilitate the interaction between supply and demand with the presence of exhibitors, both national and international, and buyers from around the world interested in the Italian and international tourism offerings.
In the previous edition, there were 1,032 exhibitors from 56 countries. More than 37,000 visitors from 111 countries participated, and 7,547 professional meetings took place within the Incoming Buyer program—a testament to the event’s international significance in the trade fair landscape.
BIT 2024 will feature a rich program of conferences addressing the most current and interesting topics in the tourism sector. Discussions will encompass sustainability and accessibility, innovation and digitization, the role of artificial intelligence in travel, and training. The agenda will also explore the evolution of gastronomic tourism and the future of air and cruise travel. Details of all events can be found here.
Additionally, the first day is open to travel enthusiasts, providing a unique opportunity to meet industry professionals from around the world, discover market trends, and explore the latest developments.
Three thematic areas
The fair will be divided into three thematic areas: Leisure, showcasing destinations and operators; BeTech, focusing on digital services; and the MICE Village, dedicated entirely to business travel. In the Leisure section, exhibitors present a wide range of travel and destination options, from traditional to experiential journeys, including slow tourism, active tourism, and tailor-made experiences.
Notable national offerings include the unique proposals from Basilicata, such as its incredible forests, and the underground wonders of Naples. Internationally, attention is given to destinations like China and Japan, Cuba, Sri Lanka, Barbados, the relatively undiscovered Uruguay, Nicaragua, and the states of Ceara and Fortaleza in Brazil. A new addition this year is the participation of the Central America Tourism Agency (representing Belize, El Salvador, Guatemala, Honduras, Nicaragua, Panama, and the Dominican Republic).
Incoming Buyer program
BIT has developed the Incoming Buyer program to identify the most promising international buyers in relation to the offerings at the fair. The program is supported by My Matching, a successful matching platform facilitating tailored B2B meetings for companies exploring new destinations and products for future trips or events.
Through this platform, buyers can preview the list of exhibitors, while exhibitors can select the most relevant buyersfor their sector and plan meetings—an effective tool to convert relationships into tangible business opportunities.
In the US, the RV sector is fast growing and today has an economic impact of $140 billion