There is just over a week to go until the debut of BIT 2025, at fieramilano – Rho from Sunday 9 to Tuesday 11 February, the most important exhibition in Italy for innovation in the travel sector.

Over a thousand excellent proposals from Italy and all over the world

And it promises to be one of the most exciting and international editions of recent years, with the participation of over 1,000 exhibitors from 62 countries in addition to Italy. A unique opportunity for both operators and travellers – the latter will only be able to attend on Sunday 9 February – to discover the excellence of tourism from all over the world. The representation from Italy is particularly significant, with almost all Italian regions participating, along with direct involvement from ENIT and the Ministry of Tourism leading the promotion of the Belpaese. They will also be joined by foreign exhibitors from the five continents, confirming the increasingly global appeal of the exhibition. 

These will include: Anguilla, Azores, Barbados, Cambodia, China, South Korea, Georgia, Ibiza, Morocco, Poland, Sarajevo, Seychelles, Slovenia, Switzerland, Tajikistan and Thailand among the destinations; the Tour Operators Alpitour, Dimensione Turismo, I Grandi Viaggi and Mamberto; Leonardo Hotels in the hospitality area; digital companies Holafly and Rate Hawk; finally, the carriers, Air France, British Airways, Delta, Iberia, KLM, Norwegian Cruise Lines, TAP, Trenitalia or United Airlines.

The Hosted Buyer programme will also welcome hundreds of invited buyers from 49 countries around the world. 45% of these come from Europe, including Italy; 27% from the Americas; 18% from Asia (including CIS countries) and Oceania; 10% from the Middle East and Africa. The most represented countries include Saudi Arabia, Argentina, Brazil, Canada, China, France, Germany, India, the Eastern European countries, the Gulf countries, Spain, USA.

In addition to the established Leisure areas, dedicated to both Italian and international destinations, the Digital Area BeTech, focused on technologies, and the Hospitality Area dedicated to hotels and chains, BIT 2025 will feature several key focus areas. Not to be missed is the Thermalia Village by FederTerme, a true multisensory journey into a new concept of wellness as a philosophy of life. Further on, the ASTOI Village will showcase organised tourism and the We Live the BIT area will highlight the initiatives organised by Welcome Travel Group as part of its partnership with BIT 2025. 

An unparalleled calendar of events

The exciting schedule of over 40 talks in the Bringing Innovation Into Travel format complete the deep dive into the tourism of tomorrow along the exhibition path. 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, emotional tourism and digital nomadism or the return of renewed luxury . These are just some of the challenges that the travel sector will have to face in the coming years. 

For example, these will range from luxury tourism: how to promote and sell it, to the big scenarios, such as 10 trends that will influence the hotel offer in the next 10 years, but there will also be professional refresher seminars with topics such as Distributing and deseasonalising. How to fight overtourism, with a focus on diversified experiential offers, or Travel and sustainable mobility: offsetting is not enough, which will talk about eco-friendly transportation and accommodation choices.

The best way to travel around the world in just three days? Visit BIT 2025: make sure to get your ticket.