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Date(s) - 9 May, 2021 - 14 May, 2021


About BIT Milano

The large fair known as BIT (Borsa Internazionale del Turismo)  International Travel Fair, is a reference point in the international tourism sector. Now on its first digital edition, BIT Milano extends its format to match the needs of buyers and professionals in the sector in Italy and worldwide. For 3 days, the event brings together virtually tour operators from all over the world, a large audience of visitors, travel lovers, television and press.

What’s new in this edition?

From 9 to 11 May, and then again from 11 to 14 May, BIT 2021 serves as a unique appointment to discover the demand and needs of travellers from all over the world in advance.
Moreover, chances for new business are granted by the new Expoplaza feature developed by Fiera Milano. After the first 3 days of the fair, the event is extended with another three intense days dedicated to consumers and the promotion of the tourism offer at 360°.

Operators on the platform can get in touch with potential buyers and thus have access to the calendar of training and information appointments revolving around topics for the relaunch of the tourism system. The webinar programme, aimed at industry professionals, will be held under the editorial direction of Carlo Antonelli.

Data on the tourism of the future

Slow and open-air tourism, but also culture and proximity, are the key factors to start again in 2021. Not only villages, as in the new normalcy, Italy can offer a unique range of proposals, from historical routes to the most famous ones. The numbers for tourism in 2020 are impressive – ENIT (Italy’s national tourism agency) has just certified a 49% drop compared to 2019 – but the forced stop has also provided an opportunity to rethink models that in the medium term could lead to overtourism.

Culture: one of the keys to relaunch tourism

For the relaunch, culture with an innovative slant. And what will become of the cities of art in this new normality? One solution could be to focus on local tourism. One example is Turin’s Egyptian Museum, which for years now has been attracting over a million visitors a year, thanks in part to effective communication on social media and events aimed primarily at Turin residents. This is also the direction taken by the Pinacoteca di Brera in Milan, which is opening up to the city with a series of initiatives (such as “dialogues” between individual works on specific themes), and the Uffizi Gallery, which is firmly focused on social media with an ironic and at times irreverent narrative, as well as new entities, including private ones, such as the Fondazione Prada, which has revitalised an entire former industrial district in Milan.

Tickets and Information

Access to the platform is reserved to professionals in the tourism sector and press members.

For additional information and to discover how to participate in the event, please check

This content has been written by Where Milan's web editors.