At the core of the exhibition, the Travel Makers Fest featured more than
450 contributions from experts and industry leaders, generating over 100 hours
of discussions, case studies and forward-looking analysis. The programme
addressed both strategic trends and operational practices relevant to travel
professionals.
BIT 2026 hosted more than 1,000 exhibitors, of which over 39% were international, representing 54 countries. Organisers reported that the new concept successfully integrated commercial exchange with thought leadership and relationship-building.
Topics discussed throughout the three-day programme included artificial intelligence, media tourism, cultural storytelling linked to music and fashion, celebrity marketing, the evolution of luxury travel, the impact of major events, and the development of alternative routes and lesser-known destinations. The sessions combined analytical insights with practical business perspectives.
“We are especially proud of how the market has embraced this inaugural
edition of BIT’s new concept”,
commented Emanuele Guido, Head of Home,
Fashion and Leisure Exhibitions, Fiera Milano. “BIT is rapidly evolving into a new benchmark for the tourism
industry – a space capable not only of interpreting change but of guiding it.
With the Travel Makers Fest, we witnessed the live emergence of a genuine
community of professionals and creators, offering a concrete preview of where
tourism exhibitions are heading: no longer simply trade showcases, but
permanent hubs of expertise, knowledge and strategic relationships for the market
of tomorrow”.
With this edition, BIT further consolidated its position as a platform for
dialogue, networking and value creation across the tourism supply chain.
The 47th edition of BIT will take place at Fiera Milano from 9 to 11
February 2027.
Tags: Emanuele Guido, Fiera Milano
