From February 10 to 12 at fieramilano Rho, Bit 2026 will once again focus on tourism and travel. Trends and directions will find their natural stage here, particularly at the Travel Makers Fest, an innovative content format at the heart of the Milanese event. A range of proposals divided into six districts: Italy, World, Travel Expert, Hospitality, Innovation, and Transportation.
‘Building bridges. Imagining new ecosystems’
Bit 2026 is not just a promotional and commercial stage, but an exhibition itinerary based on a new concept that changes the perspective on travel, starting not from the final product, but from the traveler: the Travel Maker.
This is why the Travel Makers Fest space will be the core of the fair, where it will be possible to explore travel from all points of view through a choral narrative with the theme ‘Building bridges. Imagining new ecosystems’. Six arenas: four dedicated to vertical themes and two Main Plazas to find inspiration.
This is the new festival of ideas at Bit 2026 with over 200 events, divided into five guiding themes: Discovery, with new trends and proposals for themed and discovery trips; Backstage, which reveals the complexity behind a trip; (Im)possible, dedicated to great travelers and great trips to inspire you. Finally, This Must Be the Place, new ways to travel the world, and BIT & Friends, meetings with experts.
Travel Markers Fest also focuses on Gen Z and the desires of younger travelers, where sustainability is of great importance and every travel choice becomes conscious and respectful of the places visited. The aim of the new area is to create connections, exchanges, and collaborations that can have a real impact on the competitiveness of the sector.
The protagonists of Bit 2026
In addition to Enit and most of the Italian regions, Poland will be present as Destination Partner for Europe. Other notable participants include Egypt and Jordan, Korea, Nicaragua, the Dominican Republic, and the United States with Visit USA.
Tour operators include I Grandi Viaggi, airlines ITA Airways and Singapore Airlines, and airport operators such as SEA. Premium Partners will be Heylight, in the digital sector, Scalo Milano, which will offer an exclusive shopping experience, and Trenord, among the speakers at the Bit Mobility Forum.
The driving force of the Winter Olympics
Another distinctive feature of this edition is its coincidence with the Winter Olympics, transforming the city into a global stage where an estimated one million visitors are expected, at least 30% of whom will be from abroad.
During the same days as Bit 2026 – https://bit.fieramilano.it – , some Olympic competitions will take place in the nearby pavilions. These include the men’s and women’s ice hockey tournaments and the speed skating competitions. The event thus becomes a double opportunity: on the one hand, a reference point for discovering new tourism routes and the strategies that will guide travel in the future; on the other, an experience to be enjoyed in the heart of an Olympic Milan.
