BIT 2025: One of the Most Engaging of Recent Years Debuts at Fiera Milano
by Massimo Terracina
All is ready for the grand opening on Sunday morning for BIT 2025, featuring more than a thousand exhibitors from 64 countries, hosted buyers from 49 countries, and an unmissable schedule of talks to learn about today's excellence and explore tomorrow's trends.
The ribbon-cutting ceremony for the 2025 edition of BIT – Borsa Internazionale del Turismo (https://bit.fieramilano.it/), the most important event in Italy for innovation in the travel sector, organised by Fiera Milano, will be staged at Fiera Milano – Rho, from Sunday, 9 to Tuesday, 11 February (https://bit.fieramilano.it/visitare/perche-visitare.html).
The new location will allow for a more linear layout and greater fluidity of visits, especially on the public day for travellers on Sunday, 9 February, as well as more efficient logistics with trains, motorways, and car parks.
BIT 2025 is one of the most important trade fairs for Fiera Milano, also because it represents one of the strategic sectors in view of the Milan-Cortina 2026 Olympic Games.
As a partner of the 2026 Olympic and Paralympic Winter Games, Fiera Milano will make its spaces available to host some of the most anticipated competitions. The integration of sport, culture, and tourism represents a strategic lever for the development of the sector, and BIT will be a fundamental appointment for operators interested in seizing the opportunities linked to an event of global importance.
Tourism, in fact, will be a fundamental asset for the success of the event, with a growing demand for innovative and sustainable services.
In detail, BIT 2025 will occupy pavilions 9 and 11 and will be divided into the consolidated Leisure areas, dedicated to Italian and foreign destinations, the Digital Area BeTech, reserved for technologies, and the Hospitality Area, dedicated to hotels and chains.
The offer is completed by several focus areas: among these, the Thermalia Village by Federterme, a true multisensory journey in a new concept of wellness as a philosophy of life, the ASTOI Village that will showcase organised tourism, and the We Live the BIT area that will highlight the initiatives organised by Welcome Travel Group as part of its partnership with BIT 2025.
Over a thousand excellent proposals from Italy and around the world
A unique opportunity for both operators and travellers to discover the excellence of tourism from around the world: thanks to the participation of over 1,000 exhibitors from 64 countries, in addition to Italy, BIT 2025 will be one of the most engaging and international editions of recent years.
The representation of the Italian regions and a direct presence of ENIT SpA - Ministry of Tourism to guide the promotion of the Belpaese are particularly significant. Also present are other local entities such as Abbiategrasso, Altamura, Carovigno, Cefalù, Veneto Art Cities, Genoa, Castellana Caves, Aeolian Islands, Lake Como, Lampedusa, Magenta, Matera, Monreale, Naples, the Archaeological Parks of Paestum and Velia, Polignano a Mare, and Varese.
Confirming the increasingly global appeal of the event, foreign exhibitors from the five continents are present. Just to name a few destinations: Algeria, Anguilla, Central America, Saudi Arabia, Argentina (Santa Fe), Azores, Barbados, Bosnia and Herzegovina (Sarajevo), Cambodia, China, South Korea, Cuba, Egypt, Georgia, Japan, Jordan, Gran Canaria, Greece, Ibiza, Israel, Lanzarote, Madagascar, Morocco, Moldova, Poland, Romania, the Dominican Republic, Seychelles, Slovenia, Switzerland, Tajikistan, Tenerife, Thailand, Tunisia, Uruguay, the USA, and Vietnam.
Among the tour operators, we can mention Alpitour, Caldana Europe, Dimensione Turismo, Gattinoni, Gioco Viaggi - Crociere, Giver, Go Global Travel, Going, I Grandi Viaggi, Il Girasole Viaggi, Imperatore Travel, Mamberto, Meridiano, Rusconi Viaggi, Veratour, Viaggi del Mappamondo, Welcome Travel Group; in the hospitality sector, Blu Hotels, Hoteltourist, Leonardo Hotels, Nicolaus; the digital companies A-Zeta, Blastness, Blinkup, HeyLight by Compass, Holafly, Rate Hawk, Revolut, Sybilla, Slope, Titanka!, Viral Passport; cruise operators and shipping companies such as Costa Crociere, Frittelli Maritime Group, Grimaldi, MSC, Norwegian Cruise Line; finally, among the carriers, Air France, All Nippon Airways, British Airways, Delta, Eva Airways, Iberia, Icelandair, ITA Airways, KLM, Singapore Airlines, TAP, SEA Aeroporti di Milano, Trenitalia, Trenord, and United Airlines.
The complete exhibitor catalogue can be consulted on the BIT website
(https://dp-bit.fieramilano.it/page/espositori)
The Hosted Buyer Programme
The Hosted Buyer programme will also host hundreds of buyers invited from 49 countries. Of these, 45% come from Europe, including Italy; 27% from the Americas; 18% from Asia (including CIS countries) and Oceania; 10% from the Middle East and Africa. Among the most represented countries are Saudi Arabia, Argentina, Brazil, Canada, China, France, Germany, India, Eastern European countries, Gulf countries, Spain, and the USA.
An unparalleled calendar of events
To complete the insights into tomorrow's tourism along the exhibition route, the rich programme of over 40 meetings in talk format of Bringing Innovation Into Travel (https://bit.fieramilano.it/content/bit/it/eventi.html).
In fact, BIT has always been the event that anticipates the trends of the year. And BIT 2025 will delve into some of the hottest topics, such as overtourism and sustainability, artificial intelligence, tourism of emotions, digital nomadism, or the return of a renewed luxury. These are just some of the challenges that travel will have to face in the coming years and that will be discussed in the meetings.
Bit4Job: Connecting professionals and companies
Finally, on Tuesday, 11 February, the Bit4Job event area, in collaboration with Lavoro Turismo and Welcome Travel Group, will represent a moment of meeting between professional supply and demand in the sector, giving students and professionals the opportunity to meet the most important tourism companies to kick off, or make a change in, their career. Among the companies present: Alpitour, Costa Crociere, IC Bellagio, Gattinoni, Insurance Travel, Neos, Stars Be Original, TopTarget, VOIhotels, Welcome Travel Group.
Both travellers and professional operators can purchase tickets in advance at the Online Ticket Office on the BIT 2025 website.
(https://bit.fieramilano.it)
