44th BIT proves vital for the industry

44th BIT
[:it]44th BIT[:]

Organized by Fiera Milano from February 9 to 11 at Allianz MiCo, 44th BIT – International Tourism Exchange closes a successful edition. In fact, the 44th edition called together tens of thousands of travelers and professional operators.-Great satisfaction from the more than 1,100 exhibitors from 66 countries for the numerous networking and business opportunities, with hundreds of hosted buyers arriving from all over the world. Hundreds of highly profiled hosted buyers called in from around the world with 8,585 one-to-one meetings, up 14 percent from 2023.
The significant attendance numbers at the 44th BIT, which grew in double digits for both visitors and professionals with visitors from 107 countries, confirm the Milan event as a key event for the industry in terms of updating, aggregation and development, as well as the first marketplace for the Italian product in the world.
In fact, the top countries from which visitors came include Switzerland, the United States, Spain, the United Kingdom, France, Germany, Egypt, China, the United Arab Emirates and India.

Personalization and deseasonalization

An increasingly international event thanks to a cosmopolitan, qualified and business-interested audience. A success due in particular to the exhibition concept of the 44th BIT and a format both B2B ech B2C. A format that has proven to be able to adapt to the times and the market by interpreting both the demands of businesspeople and travelers.
Personalization, authenticity, and deseasonalization stand out among the desires of travelers, who also express a strong awareness towards environmental and social sustainability issues.
The involvement of experts, institutions, universities and multimedia platforms, through the Bringing Innovation into Travel panel of meetings, conceived with the support of Business International, Fiera Milano’s knowledge-unit, and the numerous events organized by exhibitors enriched the proposal with important discussions on topics such as the future of tour-operating, overtourism, food and wine, fuel, prices, digitization and AI, as well as training.
Media response was also on the rise, both from social, with hundreds of posts and stories dedicated to the world that moved inside the 44th BIT https://bit.fieramilano.it/, and from press, radio and TV.

The 45th edition will be held in Milan from Sunday, February 9 to Tuesday, February 11, 2025.