BIT24 is just around the corner: many new features and a full programme of events

BIT24 is just around the corner: many new features and a full programme of events

Only a few days to go until BIT 24: Unique of its kind, with its dual B2B and B2C target audiences, from 4 to 6 February, Allianz MiCo in Milan will host many new offerings from Italy and abroad. 

Bit Milano, the only exhibition dedicated to both travellers and industry operators, is just around the corner. Three thematic areas designed to expand the exhibition offer: Leisure, with proposals for destinations and services; BeTech, for digital services and start-ups; and Mice Village, with a focus on the Meeting Industry. The “Bringing Innovation Into Travel” panel completes the programme of conferences, events and workshops, providing a comprehensive update on the latest trends in an ever-evolving sector.


Among the most important new features this year is the collaboration with Welcome Travel Group, which, with its extensive network and partners such as Alpitour and Costa Crociere, will open a window to the new frontiers of travel; but also the partnership between BIT Milano and Federterme-Confindustria, for a focus on wellness tourism thanks to the presence of Thermalia, with over 30 exhibitors from the spa and wellness sector.


Among the travel ideas on show, in addition to the more mainstream activities, there is a focus on sustainability, with outdoor and slow tourism suggestions for authentic experiences in tune with the environment, through scenic cycle routes, evocative hikes, wine and food routes and “close to home” experiences. The spotlight is also on wellness travel, bleisure, for a mix of business and leisure travel, and more adventurous alternatives for digital nomads.


Italy can be explored from north to south, for an interactive itinerary to discover its uniqueness: from the coast of Lignano Sabbiadoro to the cultural attractions of Pordenone in Friuli-Venezia Giulia; along the gastronomic route of red radicchio from Treviso and variegated radicchio from Castelfranco in Veneto; in the dynamic region of Lombardy, which is preparing for the Winter Olympics; from tasting walks through the vast green spaces and agricultural consortia of Tuscany, Umbria and Marche to the fascinating coastline of Portofino in Liguria; from the vibrant offerings of Emilia-Romagna, Italy's food and motor valley, to Lazio, with its spiritual itineraries among abbeys and Unesco sites or immersed in nature; to the combination of sea, culture and food and wine in Abruzzo, with its beaches and enchanting walking routes on the Sella Monacesca and Sulmona; in Apulia, with its magical sunsets over the Lesina Lagoon; in Basilicata and Sicily, with new suggestions from the Aeolian Islands and Cefalù.


Beyond Italy's borders, it is possible to travel to Europe, to areas increasingly loved by Italian and international digital nomads, such as Croatia, Albania and Slovenia, but also to immersive experiences in the Caribbean and Central America, with suggestions for visits to the wonderful Cuban beaches, nature and local excursions in Barbados, Belize, El Salvador, Guatemala, Honduras, Nicaragua, Panama and the Dominican Republic; in South America, with Uruguay and Ceará in Brazil, with breathtaking landscapes and vibrant culture. And then on to the Indian Ocean, including Mauritius, Sri Lanka and Malaysia, or even further in the direction of the fascinating Far East and Middle East, with Mongolia, Japan, China and Tokyo City; but also Jordan, Egypt, Algeria, Tunisia, right to the African island of Madagascar.


The programme will be complemented by an intense selection and recruitment programme conducted by top national and international buyers from all continents, confirming Bit Milano as a business marketplace that guarantees exhibitors the activation of virtuous business relationships and the enhancement of contacts and export opportunities with target countries, of which 44% come from Europe, 14% from North America, 14% from Asia, 11% from Central and South America and 8% from the Middle East.