The BIT, a marketplace supporting the tourism industry in Italy and globally, opens today with numerous innovations. This unique event caters to both consumers and industry operators, making it a one-of-a-kind exhibition with a dual focus on B2B and B2C. It takes place at the Allianz MiCo in Milan from February 4 to 6, 2024.
Bit Milano is the only event designed for both travelers and industry professionals. It encompasses three thematic areas: Leisure, featuring destination and service proposals; BeTech for digital services and startups; and Mice Village with a focus on the Meeting Industry. The “Bringing Innovation Into Travel” panel completes the offering with conferences, events, and workshops providing a comprehensive update on the latest trends in this constantly evolving sector.
One significant addition this year is the partnership between BIT Milano and Federterme-Confindustria, focusing on wellness tourism. This collaboration includes the presence of Thermalia, with over 30 exhibitors from the thermal and wellness sector.
Among the showcased travel ideas, sustainability takes center stage, featuring outdoor and slow options for authentic experiences in contact with the territory. This includes panoramic cycling routes, scenic walks, enogastronomic trails, and “proximity” experiences. The spotlight also shines on wellness travels, bleisure (a mix of business and leisure travel), and adventurous alternatives for digital nomads.
Italy will be explored from north to south, offering an interactive itinerary to discover its unique offerings. From the coasts of Lignano Sabbiadoro to the cultural offerings of Pordenone in Friuli-Venezia Giulia; along the gastronomic delights of the red radicchio road in Treviso and the diverse offerings of Castelfranco in Veneto; through the dynamic lands of Lombardy, gearing up for the Winter Olympics; from tasting routes along the green spaces and agricultural consortia of Tuscany, Umbria, and Marche to the charming coasts of Portofino in Liguria; from the vibrant proposal of Emilia-Romagna, the Italian Food and Motor Valley, to Lazio, with its spiritual paths among abbeys and UNESCO sites or immersed in nature; to the combination of sea, culture, and gastronomy in Abruzzo, between the shores and enchanting walks between Sella Monacesca and Sulmona, in Puglia, with its magical sunsets on the Lesina Lagoon, in Basilicata and Sicily, with new proposals from the Aeolian Islands and Cefalù.
Beyond Italian borders, European travel options include beloved destinations for Italian and global digital nomads such as Croatia, Albania, and Slovenia. There are also immersive experiences in the Caribbean and Central America, with proposals to visit the marvelous Cuban beaches, naturalistic excursions and local experiences in Barbados, Belize, El Salvador, Guatemala, Honduras, Nicaragua, Panama, and the Dominican Republic. In South America, options include Uruguay and Ceará in Brazil, with breathtaking landscapes and vibrant culture. Further away, towards the Indian Ocean, experiences in Mauritius, Sri Lanka, and Malaysia are showcased. Additionally, the direction turns towards the fascinating East and Middle East, including Mongolia, Japan, China, and Tokyo. Also, Jordan, Egypt, Algeria, Tunisia, and the African island of Madagascar.
The fair’s offering is enriched by a comprehensive program of selection and recruitment of highly profiled top buyers, both national and international from all continents. This reaffirms Bit Milano as a business platform, aiming to ensure exhibitors activate virtuous commercial relationships and enhance contact and export opportunities with target countries. Among these, 44% are from Europe, 14% from North America, 14% from Asia, 11% from Central and South America, and 8% from the Middle East.
New Strategic Partnership for Bit: Thermalia by Federterme at the Fair for the First Time
A three-year agreement between Bit and Federterme-Confindustria
– Thermalia, the only event in Italy bringing together spas and wellness within Bit
This year, Federterme-Confindustria will be present at Bit Milano for the first time. Italy has over 320 thermal centers, 90% of which are accredited by the National Health Service, a unique heritage that combines the healing properties of mineral waters with the tourist offerings of the territories, comprising natural resources, history, art, culture, and gastronomy. Starting from this millennia-old infrastructure spread throughout the peninsula, Federterme has chosen the International Tourism Exchange to showcase the most qualified companies, the future of this sector, and new projects revolving around the world of wellness as a pillar of the Italian tourist offer. This year, at Allianz Mico from February 4 to 6, 2024, Thermalia by Federterme will be present, a focal point within the event featuring more than 30 exhibitors from the thermal and wellness sector. It will also be an opportunity for discussion on the future prospects of wellness tourism.
“Thermal and wellness tourism is becoming one of the mainstays of the national tourism industry,” says Massimo Caputi, President of Federterme-Confindustria. “Thanks to the thermal system that marks the record in Europe and a turnover in 2023 – including the indirect – of 1.6 billion, it is functional to incoming from abroad and is a crucial asset for seasonality. Bit is a unique marketplace, and we have chosen it for the opportunity it offers to create an innovative participation format where we can create moments of discussion between sector realities, but also with complementary ones and with all stakeholders, through talks, appointments that materialize the precious ability of Thermalia by Federterme to create a system, aimed at marking a new horizon.”
Through the agreement with Federterme-Confindustria, Bit confirms itself as a reference platform for all realities operating in the world of tourism. It is considered a high-value sector capable of revitalizing the territorial specificities of our country.
The appointment with Bit Milano and Thermalia by Federterme is from February 4 to 6, 2024, at Allianz MiCo.
For more information, visit the websites: [Bit Milano](https://bit.fieramilano.it/) – [Thermalia](https://www.thermalia.org/)
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