BIT 2025: Challenges and Opportunities for an Evolving Tourism Sector
by Massimo Terracina
As BIT 2025 approaches, the event unveils its key topics for the marketplace of Italian tourism.
The event will welcome a diverse range of international stakeholders, including Visit USA and Japan. Revenues for the 2024-25 holiday season are projected to grow by 12%, but the sector is closely monitoring emerging markets and new global dynamics.
Early Bookings Drive Revenue Growth
The holiday season is always a crucial test for the travel sector. With the countdown to BIT 2025 underway, scheduled at Fieramilano – Rho from 9 to 11 February 2025, the Fiera Milano event, a leader in Italy for tourism innovation, has analyzed the most noteworthy data and trends.
Data from ASTOI, a BIT 2025 partner, reveals that the trend toward early booking is strengthening: 60% of bookings for holidays between 18 December 2024 and 12 January 2025 were made at least 90 days in advance. This contributed to a 12% increase in revenues compared to 2023. The average price of holiday packages is €2,400 per person, with an average duration of 8.2 days.
Experiential, Well-Being, and Hyper-Personalization Trends
What does the global tourism scenario look like for next year? In 2023, global tourism recovered approximately 90% of 2019 levels, with an additional 2% growth expected in 2024. Currently, 21% of the world's population travels, a figure projected to rise to 24% in 2030 and 33% by 2040 (Source: Oxford Economics).
China, Germany, the United Kingdom, and the USA account for 45% of global tourism flows. Among emerging markets, Saudi Arabia, Brazil, Indonesia, Mexico, and Pakistan are gaining prominence.
On the destination side, Spain, France, and the USA will remain top choices, with Italy ranking sixth by 2040. However, the share of global tourism held by the top five destinations is expected to decrease from 30% to 20%, signaling a growing interest in diverse destinations (Source: Oxford Economics).
Tourism as an Economic Multiplier and Cultural Connector
The BIT Observatory's meta-analysis highlights tourism's multiplicative effects on various productive, cultural, and social sectors. Tourism fosters cultural exchange and socio-economic growth through local culture, traditions, and cuisine. Wellness, active, and outdoor holidays now represent over two-thirds of global demand (Source: Deloitte).
To sustain this growth, the BIT Observatory advises addressing growing pressures on iconic destinations. Although diversification is underway, the largest tourism flows will continue to focus on four macro-regions: the Mediterranean, Southeast Asia, the Middle East, and the Caribbean.
Technological innovation and digitalization will play a crucial role in addressing these challenges, particularly in travel organization and customization, promoting more inclusive and hybrid travel methods.
BIT 2025: Previewing the Travel of Tomorrow
BIT 2025 addresses these themes with its evolving exhibition format. The event’s new location at Fieramilano – Rho will feature dedicated areas for Leisure, Italy, and the World, offering a more streamlined layout and improved access, especially on the public day for travelers, Sunday, 9 February.
The Italy section will showcase a comprehensive presence of Italian regions, from Piedmont, Liguria, Lombardy, and Veneto to Abruzzo, Basilicata, Calabria, Campania, Emilia-Romagna, Marche, and Sicily.
Among foreign destinations, Visit USA, Cuba, Japan, the Dominican Republic, and Vietnam will return in style, alongside Mediterranean destinations like Algeria, the Canary Islands, Egypt, Jordan, and Tunisia, as well as emerging locations such as Central America and Uruguay.
Key operators include Blu Hotels, BWH Hotel Group, Mangia’s Resorts & Clubs, and The Social Hub in hospitality, Gattinoni among tour operators, and MSC, Grimaldi, and Giver in cruises. Airlines such as ANA, EVA Airways, and Singapore Airlines, as well as Trenord among railway operators, will also participate.
This year, a spotlight will be on digital and innovative services, with exhibitors like Blastness, Compass-HeyLight, Revolut, and Titanka!. Partnerships with associations and networks, including ASTOI, ETOA (European Tour Operators Association), FTO (Federazione Italiana Turismo Organizzato), Federterme, and WTG (Welcome Travel Group), add further value.
Highlights of BIT 2025
Returning after a successful debut, Thermalia by Federterme will once again feature a dedicated village for thermal, medical, and wellness tourism, offering a rich program of events. These include meetings with institutions and experts, insights into new lifestyle proposals, and innovative techniques.
A new hospitality-focused space is also planned, alongside socially engaging events targeting younger travelers and Gen Z.
The Bringing Innovation into Travel conference program will cover topics such as continuous training in the tourism sector, with an emphasis on digital and customer experience, addressing the growing demand for skilled personnel.
Discussions will also explore next-generation technologies like AI, their role in travel customization, operational optimization, and customer interaction. Sustainability will remain a central theme, alongside emotional tourism driven by travelers' increasing awareness.
Macro-themes like aviation, luxury, travel risk management, and scouting new destinations to innovate tourism products will also take center stage.
Finally, BIT 2025 will host Bit4job, a recruiting day on Tuesday, 11 February, in Pavilion 11. This initiative will connect students from tourism and hospitality schools, universities, and specialized institutes with industry professionals and companies, fostering future opportunities in the tourism sector.
