Borsa Internazionale del Turismo, better known as BIT 2026, is set to open its doors today at the expansive Fiera Milano Rho complex. Running from 10 to 12 February 2026, this landmark event, now in its 46th edition, stands as Italy’s premier international tourism exchange and a pivotal gathering for professionals shaping the future of global travel.
Organised by Fiera Milano, BIT 2026 arrives with a refreshed concept centred on the “Travel Makers Community” – those individuals and organisations who design, promote, and innovate within tourism. The fair shifts emphasis from mere destinations and products to the people driving change, fostering connections across the entire travel ecosystem amid themes of sustainability, digitalisation, personalisation, and emerging business models. The event coincides with the build-up to the Milano Cortina 2026 Winter Olympic and Paralympic Games, adding extra resonance as tourism intersects with major sporting and infrastructural developments.
Spread across dedicated thematic districts including Italy, World, Travel Expert, Hospitality, Transportation, and Innovation, the exhibition will feature more than 1,000 exhibitors from destinations worldwide, alongside tour operators, travel agencies, hospitality providers, and technology innovators. Nearly all Italian regions are confirmed to participate, highlighting domestic strengths while welcoming international pavilions. A major highlight is the Travel Makers Fest, a three-day programme of talks, workshops, and meetings structured around five narrative threads: Discovery (exploring new trends and thematic travel), Backstage (uncovering the intricacies behind journeys), (Im)possible (inspiring through epic voyages), This Must Be the Place (reimagining ways to experience the world), and BIT & Friends (featuring expert insights). The fest promises discussions on how algorithms, artificial intelligence, and data are increasingly guiding tourism decisions, alongside sustainability and experiential travel preferences among younger generations.
This edition marks a significant change in format, with all three days now dedicated to professional networking and business opportunities, eliminating the traditional single public day to create a more focused B2B environment. Expectations are high for attendance figures approaching or exceeding previous records of tens of thousands of visitors, including buyers, sellers, and media representatives eager to forge partnerships and discover emerging markets. The open ceremony on 10 February will kick off proceedings, with a packed agenda already featuring confirmed speakers, regional inaugurations, and presentations tied to heritage sites and culinary tourism.
