The strategy, titled The Power of Trust, reflects changes across the travel sector. Travellers increasingly seek authentic experiences and stronger relationships. Meanwhile, artificial intelligence and digital platforms continue to reshape customer journeys and content production.
Bit draws on more than 40 years of experience in the tourism market. Its latest direction also builds on the results of Bit 2026. The first edition under its new concept focused on content and professional relationships. It featured more than 450 contributions from experts and industry leaders. Across three days, the programme delivered over 100 hours of discussions. These figures demonstrated the platform’s ability to connect the tourism supply chain.
“In an international context marked by geopolitical instability, economic tensions and increasingly rapid change, trust is once again becoming the true strategic value of the entire travel ecosystem”, says Emanuele Guido, Head of Home, Fashion and Leisure Exhibitions at Fiera Milano. “Trust in relationships, in expertise, in the ability to build authentic connections and guide travellers and operators despite growing complexity. It is from this awareness that The Power of Trust was born: a vision that recognises the value of dialogue, experience and human relationships as central elements in shaping the future of the sector”.
The Power of Trust and the Travel Makers Fest
For Bit 2027, The Power of Trust will serve as both a theme and a continuous presence. The concept recognises trust as a valuable competitive advantage. It helps destinations, operators and intermediaries build meaningful relationships with travellers. Furthermore, it supports authentic travel experiences across the tourism ecosystem.
The theme will run through the Travel Makers Fest, Bit’s flagship programme. The event draws inspiration from major contemporary thought festivals. It offers an open, authoritative and cross-disciplinary space for discussion.
The programme will bring together people who shape tourism. These include entrepreneurs, institutions, destination managers, brands, innovators, creatives, researchers and storytellers. Together, they will examine the forces transforming travel.
Topics will range from sustainability and technology to local communities and new experiences. The programme will also address marketing, development strategies and emotional destination storytelling.
Beyond industry analysis, the Travel Makers Fest aims to connect ideas with practical business perspectives. It will provide a forum to assess current developments and explore future growth opportunities. In this way, Bit seeks to link inspiration, reflection and commercial activity.
Building a year-round tourism ecosystem
Bit 2027 will also strengthen its relationship with businesses across the tourism supply chain. The strategy focuses on listening, transparency and shared value. As a result, the event aims to maintain dialogue throughout the year.
Rather than operating solely as a trade fair, Bit will participate in relevant industry events. It will also develop initiatives that maintain continuous contact with the market.
Digital innovation forms an important part of this approach. Bit’s partnership with Netcomm has already produced initiatives such as the Travel Re-Code workshop. The organisers held the workshop during Netcomm Forum 2026.
The session brought together experts and industry representatives to examine artificial intelligence in travel. Discussions covered organised distribution and international destinations. They also explored inspiration and discovery platforms.
Meanwhile, Bit will bring the travel industry into AI Week. The event will take place at Fiera Milano on 19 and 20 May. It ranks among Europe’s leading events dedicated to artificial intelligence.
This participation aims to connect tourism with wider innovation ecosystems. It will also encourage dialogue with technology companies and major digital players. These connections reflect the growing links between tourism, digital content and hybrid consumption models. In particular, inspiration and purchasing increasingly converge across digital platforms. Therefore, Bit views these collaborations as strategic steps towards its February 2027 edition.
The Road to Bit programme will extend this engagement across Italy. It launches on 14 May in Bologna. Over four months, the initiative will visit 16 cities. The programme will feature meetings, discussions and listening sessions for travel agencies. It aims to strengthen relationships with travel distribution professionals. Additionally, it underlines the importance of qualified intermediaries within the sector.
Bit will also strengthen its Think Tank and Advisory Board. Both groups will meet regularly throughout the year. They will help shape strategic perspectives and guide content production.The process will culminate at the exhibition with a manifesto. This document will outline priorities for Italian tourism.
Eight motivational clusters reshape the exhibition model
Bit 2027 will introduce a new exhibition concept called Why | Travel by Motivation. The model organises the exhibition around eight thematic clusters. Instead of starting with destinations, it focuses on travellers’ reasons for choosing a trip.
The eight clusters will cover:
- Sport & Outdoor Experiences
- Wellness Thermal & Longevity
- Culture Heritage & UNESCO
- Events Festivals & Entertainment
- Business & MICE
- Tech Hospitality & Innovation
- Wedding & Romance
- Food & Wine Experiences
The new model will also influence buyer selection and professional development. Bit will select international buyers with specific interests in these clusters. These buyers will also contribute to selected Travel Makers Fest sessions.
Furthermore, the organisers will arrange dedicated training sessions for sellers. The sessions will address international markets and emerging travel trends. They will examine how businesses can approach different markets and understand their requirements.
Key topics will include growing demand for regenerative experiences. The programme will also consider media and popular culture’s influence on destination choices. In addition, it will address high-spending demographic segments and the overlap between leisure and business travel.
Each cluster will also feature themed matchmaking sessions. The Speedy Meeting format will support these professional connections. Consequently, the exhibition model will combine market insights, training and business opportunities.
The approach reflects changing traveller behaviour. Contemporary travellers increasingly begin their decisions with the question of why they want to travel. Only then do they consider where to go.
The 47th edition of Bit will take place at Fiera Milano from 9 to 11 February 2027. Through The Power of Trust, the event aims to connect the industry throughout the year. It will also bring together new ideas, professional relationships and business opportunities around the evolving motivations behind travel.
Tags BIT - Borsa Internazionale del Turismo Fiera Milano Emanuele Guido