Bit 2026: travelling to know and explore
This is the focus of the event scheduled in Milan from 10 to 12 February with six districts Italy, World, Travel Expert, Hospitality, Innovation and Transportation
Key points
To move. Not to move, but to learn and evolve. This is the message launched by BIT 2026, the protagonist at Fiera Milano from Tuesday 10 to Thursday 12 February. At the centre is a new concept that revolutionises the point of view on travel: no longer starting from the product, but from the person. From those who design, build, or experience travel: all Travel Makers, each adding value to the supply chain with their own contribution. They will also be the trait d'union in an exhibition itinerary under the banner of experience, capable of combining an overview of the entire supply chain with vertical insights into the offerings, divided into six districts: Italy, World, Travel Expert, Hospitality, Innovation and Transportation.
The protagonists
Already confirmed are almost all Italian regions, in addition to the institutional presence of ENIT. From Europe there is Poland, among others, which will also be a Destination Partner. A participation that will also have a sporting connotation, with immersive experiences linked to the outdoors, snow, and nature. From the medium range there will be important participations from Egypt and Jordan, while on the long range there will be Korea, Nicaragua, the Dominican Republic and the United States with Visit USA. I Grandi Viaggi among tour operators and carriers such as ITA Airways, Singapore Airlines and airport operators such as SEA are also among those present. Last but not least, Unique Partners (Poland among the destinations; Autentico Hotels, Luxury Partner and sponsor of the Buyers Lounge, and AI Partner Duolly by Fiven. Premium Partners will instead be Heylight, in digital, Scalo Milano, which will propose an exclusive shopping experience, and Trenord, among the speakers at the Bit Mobility Forum. BIT 2026 is also a member of the Netcomm Consortium, a reference point for digital commerce in Italy.
Tomorrow's Travel
Enriching the exhibition part will be the new format of Travel Makers Fest, a rich programme of events inviting the industry to build bridges and imagine new travel ecosystems. Four Plazas dedicated to vertical themes and two Main Plazas to find the right inspiration, divided into five leitmotifs: Discovery, with new trends and proposals for thematic and discovery travel; Backstage, revealing the complexity of what lies behind a journey; (Im)possible, dedicated to great travellers and great journeys to inspire; This Must Be the Place, to find new ways of crossing the world; and BIT & Friends, appointments with experts who will take turns on stage. Meetings that weave together different visions, skills and languages, entrusting some of the hottest topics of debate to the discussion with protagonists from culture, institutions and industry. Alongside conversations on major events - as in the talk Olympics. And after? - the programme explores new imagery of travel, between emotion, identity and transformation. No place is far will bring the idea of movement as discovery and connection, showing that true distance is inner and is bridged by changing perspective, while The Power of Images will offer a look at the role of cinema and seriality in the construction of the desire to travel. The gaze then widens to territories: Italia, museo a cielo aperto (Italy, an open-air museum) will explore the cultural value of widespread Italy, from the great attractions to the landscapes that become identities. Alongside the more inspirational dimension, the Fest opens operational windows on the processes shaping tomorrow's tourism. The Future of Travel will discuss the role of AI, data and new distribution models in redesigning choices, routes and products, including personalisation, flow management and new forms of relationships between travellers and destinations. Partner Heylight, on the other hand, will illustrate innovations related to payment solutions for travellers. And in collaboration with Netcomm, an innovation path will be organised. Namely, Digital Tourism 5.0: ecosystems, experiences and innovation for the traveller of the future to explore how digital transformation is redefining the tourism experience, enhancing the Made in Italy, enabling new business models and putting the traveller at the centre of an integrated ecosystem. Finally, BIT Mobility Forum, organised in collaboration with NME - Next Mobility Exhibition, opens a window on the concept of mobility with a contribution, among others, from partner Trenord.
