BIT Milano

BIT Milano

Next edition: 9-11 February 2027 Venue: Fiera Milano (Rho), Milan, Italy City: Milan Organiser: Fiera Milano S.p.A. Official site: https://bit.fieramilano.it/en/ Frequency: Annual

About the event

BIT (Borsa Internazionale del Turismo) is the International Tourism Exchange and Italy's leading B2B tourism trade fair. Founded in 1980 (first held in 1981), it is regarded as one of Europe's three major tourism trade fairs. It is organised by Fiera Milano S.p.A. and takes place every February at Fiera Milano in Rho, on the outskirts of Milan.

BIT is a strictly professional event that brings together the entire tourism value chain: national and regional tourism boards and DMOs, tour operators, travel agencies and intermediaries, hotel groups and hospitality providers, airlines, cruise lines, and travel-technology companies.

What's new in 2027

The 2027 edition (9-11 February 2027) is organised as a "city of tourism" across six exhibition districts:

• Italy District — Italian destinations, regions and tourism excellence
• World District — international destinations and medium-to-long-haul markets
• Travel Expert District — tour operators, travel agencies and organised travel
• Hospitality District — accommodation, hotels, resorts and emerging hospitality concepts
• Innovation District — technology, digital services and innovative travel solutions
• Transportation District — carriers and travel-mobility players

The headline innovation of BIT 2027 is WHY | Travel by Motivation, a new area that groups specialised suppliers by the motivation that drives travel demand: Sport & Outdoor Experiences, Wellness/Thermal/Longevity, Culture/Heritage/UNESCO, Events/Festivals/Entertainment, Business & MICE, Wedding & Romance, and Food & Wine Experiences.