The second day of the Borsa Internazionale del Turismo (BIT) at Fiera Milano unfolded with a vibrant array of discussions and innovations, underscoring the evolving landscape of global travel.
Industry leaders, experts, and stakeholders focussed on integrating artificial intelligence to combat overtourism, with Lombardy Governor Attilio Fontana highlighting how predictive algorithms could manage visitor flows to prevent excessive congestion in popular sites.
The topicechoed through sessions exploring data-driven strategies for hospitality, where speakers emphasised the role of customer experience metrics in boosting revenue without compromising sustainability.
Amidst the buzz, the Travel Makers Fest programme delved into how Generation Z is reshaping travel preferences, prioritising flexible, digital, and eco-conscious journeys over traditional itineraries. Panellists, including academics and marketing directors, discussed the shift towards authentic narratives that connect travellers with destinations on a deeper level, drawing from storytelling festivals that portrayed every voyage as a heroic adventure. Sports tourism emerged as a powerhouse theme, with talks on how football and major events like the Milano Cortina 2026 Winter Olympics transform city brands, attracting flows of enthusiasts and fostering long-term economic benefits valued in millions of euros.
Innovation arenas buzzed with insights on film tourism, or set-jetting, where movies and series turn locations into must-visit icons, as evidenced by case studies from European and Mediterranean regions. Attendees learnt about the interoperability of digital ecosystems, with experts advocating for shared data infrastructures to enhance traveller experiences while ensuring privacy. Slow tourism gained traction, promoting cycle routes, bridleways, and scenic railways that celebrate Italy’s rural charm, aligning with calls for intermodal transport solutions that blend efficiency with environmental stewardship.
Luxury travel redefined itself in conversations questioning its true essence in 2026, moving beyond opulence to meaningful connections and bespoke therapies for body and mind. Chinese tourist behaviours were dissected, revealing evolving purchasing patterns that favour personalised hospitality, while funding opportunities for sustainable hotel certifications were outlined, including grants from the national budget aimed at greening the sector. Urban digital twins, virtual replicas of cities, were presented as tools for inclusive planning, making metropolises more accessible.Regional spotlights illuminated diverse offerings, from Umbria’s emphasis on spiritual paths and digital innovation to Genova’s preview of its 2026 event calendar, designed to capitalise on cultural heritage. Taiwan’s airlines showcased promotional materials, signalling Asia’s growing interest in European markets.
