
The Middle East markets will be a key focus at BIT Milano 2025, a spokesperson tells TTN, ahead of the event taking place this year from February 9 to 11 at a new location - fieramilano – Rho. “In fact, Saudi Arabia and the UAE will be among the most represented countries within the nearly 400 hosted buyers. The region will be well represented among exhibitors too, with destinations such as Jordan or Egypt. In line with Middle Eastern travellers’ demand for high-end experiences, BIT 2025 will focus especially on the slow tourism, wellness and luxury segments.
The spokesperson adds: “At BIT 2025, both Italian and international exhibitors will showcase experiential offerings including bespoke itineraries, luxury accommodations and motivational and emotional experiences. Further opportunities to delve into trends will be offered by the rich programme of talks. BIT 2025 provides Middle Eastern stakeholders with a unique platform to connect with Italy and beyond, as a testament to our commitment to the region.”
In the Italy area, all the Italian holiday regions from North to South will be represented: from Piedmont, Liguria, Lombardy, Veneto, to Abruzzo, Basilicata, Calabria, Campania, from Emilia-Romagna and Marche to Sicily.
Among the foreign destinations, the grand comebacks of Visit USA, Cuba, Japan, the Dominican Republic and Vietnam stand out, apart from Mediterranean destinations such as Algeria, the Canary Islands, Egypt, Jordan and Tunisia, or emerging destinations such as Central America and Uruguay.
Other than key hospitality, cruise and rail operators, this year, the spotlight will also be on the theme of digital and innovative services. Finally, the partnerships with associations and networks are a key element of the exhibition.
After the success of the first edition last year, Thermalia by Federterme is also returning to BIT 2025, a real holiday resort dedicated to spa, medical and wellness tourism which will also offer a rich programme of events: among these, meetings with institutions and experts, new lifestyle proposals, insights into new techniques.
There will also be a new hospitality area and events with a high social media potential to engage younger travellers and Gen Z in particular.
As usual, the conference programme of Bringing Innovation into Travel is also very rich. Sustainability and emotion-driven tourism will also be in the foreground, the former meeting the need to spread good practices and the latter stemming from the growing awareness of travellers. Macro-themes spanning from aviation, luxury, and travel risk management to the scouting of new destinations to prepare the tourism product of the future will also be on the agenda. Finally, there will be a strong focus on professional opportunities with Bit4job, a recruiting day that will be held on Tuesday 11 February in pavilion 11.