Let's explore Italy at bit 24: offers from Emilia Romagna and Umbria

Let's explore Italy at bit 24: offers from Emilia Romagna and Umbria

BIT Milan, is the leading marketplace of the “Italy” product in the world, suggesting a wide range of destinations and activities from all over the peninsula: among them are Emilia-Romagna and Umbria, which bring an increasingly rich and varied offer in terms of internationalisation, innovation and sustainability.


Emilia-Romagna will be at Bit 24 with a rich food, wine, sports and MICE offer. With the prospect of increasing internationalisation, the region is focusing on innovation, accessibility and sustainability.


As explained Emanuele Burioni, director of Apt Servizi Emilia-Romagna, the regional tourism promotion agency: "The Food Valley, with 44 PDO and PGI products (European record) and the Motor Valley with its dream brands, museums and events at the four regional racetracks are two unrivalled strategic assets, capable of attracting over 2 million tourists every year. In addition there is much to offer in the MICE sector, with the Convention Bureaus of Bologna and Rimini. The Region," Burioni continues, "aims to further internationalise this offering, promoting the region as a cohesive destination offering a variety of activities. It continues its commitment to innovation in hospitality with the renovation of hotels and the improvement of infrastructure, as well as the opening of new routes in addition to those already present in the 4 regional airports. The waterfronts of the Romagna Riviera have been pedestrianised and transformed into "lounges with a sea view", with green spaces, cycle paths and fitness areas. In terms of accessibility, a project involving 14 municipalities on the Riviera has been launched to promote information, services and accommodation for guests with disabilities and their families”.


Over the years, sport in Emilia-Romagna has become a regional excellence, capable of positively influencing incoming flows. In 2024, for the first time in over a century, the region will host the first three stages of the Tour de France, the world's third biggest media event after the Olympics.


Outdoor tourism is also in vogue, with new proposals for walking, cycling and glamping, for genuine and sustainable experiences in contact with nature. Umbria, too, is moving in the same direction, increasingly promoting an integrated tourist offer based on slow tourism and artistic and cultural attractions.


Umbria, the green heart of Italy, will also take part in BIT24 with a stand representing local tourism.  As Paola Agabiti, Councillor for Tourism for the Region of Umbria , comments, ”2023 was an exceptional year for the tourism sector, especially in terms of incoming tourism, with around 7 million visits recorded. The significant results obtained confirm the effectiveness of the regional policy aimed at promoting tourism in the region and at promoting Umbria through a unified and organic vision of villages, cities of art, itineraries and cultural initiatives.”


"Art and culture," continues Agabiti, "occupy a place of honour in what Umbria has to offer, and for this reason the combination will be given ample space on the stand at the exhibition". There will also be a focus on major events: "such as Umbria Jazz, which has put the region on the international map". And then the important "initiative to promote the territory through cinema, thanks to the participation of festivals dedicated to the magic of the silver screen".


The focus on sustainability remains key: "Umbria focuses on tourism that takes into account not only the economic, but also the social and environmental impact, in order to meet the needs of both visitors and host communities," points out Paola Agabiti. "A tourism that is first and foremost sustainable, with initiatives aimed at promoting the environmental and cultural heritage, but also accessible and inclusive, suitable for all types of travellers. Sometimes slow, for those looking for places that nourish the spirit, but also dynamic and full of sporting activities to be experienced in contact with nature.”