BIT 2026 in Milan shifted its focus to people — hosting 1,000+ exhibitors and the Travel Makers Fest with 450+ expert contributions that emphasised a people-centred travel model.
Summary: BIT 2026 in Milan reoriented its format around people, staging the Travel Makers Fest with more than 450 expert contributions, over 100 hours of sessions and 1,000+ exhibitors representing 54 countries.
BIT 2026 in Milan concluded its 46th edition with a deliberate shift away from product showcases toward a people-centred approach that highlighted the professionals who create, market and deliver travel experiences as well as the travellers who consume them. The event combined commercial activity with rich programming designed to foster strategic debate and practical learning.
A new format: Travel Makers Fest at the core
At the heart of BIT 2026 was the Travel Makers Fest, a content-driven strand that delivered more than 450 contributions from industry experts and thought leaders. Organisers said the programme produced over 100 hours of talks, case studies and forward-looking analysis across a three-day schedule, blending high-level trends with actionable takeaways for travel professionals.
- Edition: 46th
- Exhibitors: more than 1,000 (over 39% international)
- Countries represented: 54
- Contributions at Travel Makers Fest: 450+
- Programme length: more than 100 hours across three days
Topics blended strategy and operations
Sessions covered an array of subjects relevant to modern tourism businesses, mixing thematic analysis with practical guidance. Delegates heard about technological, cultural and commercial drivers reshaping travel today.
- Artificial intelligence and its applications in travel
- Media tourism and cultural storytelling tied to music and fashion
- Celebrity marketing and the evolution of luxury travel
- The effects of major events on destination demand
- Development of alternative routes and lesser-known destinations
We are especially proud of how the market has embraced this inaugural edition of BIT’s new concept
The comment came from Emanuele Guido, Head of Home, Fashion and Leisure Exhibitions at Fiera Milano, who said organisers view the edition as a step toward a longer-term evolution for tourism exhibitions.
Combining commerce with thought leadership
Organisers reported the reworked format successfully merged business opportunities with networking and professional development. Exhibitors and attendees used the platform to forge partnerships while engaging in sessions intended to inform immediate business decisions and longer-term strategy.
What’s next: BIT 2027 dates announced
With BIT 2026 positioning itself as a dialogue and networking platform across the tourism value chain, organisers confirmed the event will return to Fiera Milano for its 47th edition, scheduled for 9 to 11 February 2027.
For travel professionals, the reorientation at BIT signals that trade shows are becoming year-round hubs for expertise exchange, not just periodic marketplaces. For destinations and operators, it underlines the value of investing in storytelling, partnerships and skills alongside product promotion.
So what? BIT 2026’s people-centred model means exhibitors and buyers should expect richer content-led engagement at future shows — offering more opportunities for networking, knowledge transfer and strategic collaboration.
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