In Milan the 44th edition of BIT, tourism continues to grow

(Il Sole 24 Ore Radiocor) - The recovery of tourism in Italy continues. After the setback caused by the restrictions imposed internationally to deal with the Covid-19 pandemic, the sector continues on its road to recovery even if 2019 levels have not yet been reached. In the first 11 months of 2023, according to Enit data, there were 412 million overnight stays in Italy, up 4.4% compared to 2022 but still 1.7% below 2019, which was the record year for tourism in Italy. Moreover, according to research by Enit and Isnart, in the year just ended, Italy recovered in value terms the levels of 2019 but has not yet reached the pre-pandemic numbers in terms of flows (2023 closed with +2.7% over 2022). The study also estimates that 851 million presences (in accommodation facilities and private homes) were recorded in Italy in 2023, generating an economic impact on the territories of more than EUR 84 billion. According to Eurostat, in 2023 Italy recorded a -1.3% drop in presences compared to 2019.

In this framework, Lombardy has confirmed itself as one of the favourite destinations for tourists, both Italian and foreign, and has exceeded pre-Covid levels in terms of presences. According to preliminary data for the whole of 2023, the territory welcomed 18,625,897 arrivals, with 50,911,486 presences (overnight stays), an increase of 16.8% compared to 2019, the last year before the pandemic.

Against this market backdrop, the 44th edition of BIT - Borsa Internazionale del Turismo (International Tourism Exchange) took place in Milan from 4 to 6 February. BIT is the most important international tourism fair in Italy, bringing together under one roof the entire leisure, business and conference tourism chain. The event, organised by Fiera Milano, was held at the Allianz MiCo in Milan with over 1,100 exhibitors from 66 countries who had the opportunity to meet the highly profiled top buyers present at the Fair, both national and international, mainly from Europe (44%), North America (14%), Asia (14%), Central and South America (11%) and the Middle East (8%). The event was divided into three thematic areas: Leisure, with proposals from Italian and foreign destinations and exhibitors, BeTech for digital services and start-ups, and the Mice Village with a focus on the meetings industry.

The Lombardy Region was present with a stand that welcomed 48 Lombardy operators, 12 for the Territories area and 36 sellers for the promotion and marketing of Lombardy's varied tourist offer. Lombardy's stand was a showcase open to the public to present the opportunities Lombardy has to offer, giving visibility to the region's beauties, Unesco sites, traditions, routes and paths that tell the history of the territory and its food and wine excellences, without forgetting that preparations are being made for the 2026 Winter Olympics organised by Milan and Cortina. The event was also the occasion for the official launch of Lombardy Style, a brand that represents 'made in Lombardy' as part of a territorial marketing project that promotes all the excellences of the region, following a common thread that links all the experiences Lombardy has to offer, and which is embodied in the Lombardy Style, the style of a unique and original territory where creativity, know-how, beauty, and culture create a virtuous circle of contamination and ever new inspirations.

With particular reference to the results of Lombard tourism, in 2023 the podium of presences sees the province of Milan in first place, with 8,057,881 arrivals and 18,831,680 presences (+11.22% over 2019), followed by Brescia, with 3,197,600 arrivals and 13,188,933 presences (+25.41% over 2019) and Lake Garda as the absolute protagonist, an important destination for international tourism. In third place is Como with 1,730,954 arrivals and 4,507,396 presences (+16.38% on 2019) and again another Lombard lake to act as a lure for foreign tourism that exceeds 80%.