The 47th edition of Bit will mark a new era for the global tourism industry. The event will be held at Fiera Milano from February 9-11, 2027. This new edition embraces a more human, technological, and emotional vision of travel.
The fair aims to transform how people connect with destinations and experiences. Bit is solidifying its position as an international platform focused on innovation, trends, and authentic relationships. The Borsa Internazionale del Turismo fest is a must-attend event marked on everyone’s calendar.
source: BIT – BORSA INTERNAZIONALE DEL TURISMO
The main concept of this edition will be “The Power of Trust.” Trust is emerging as the most important value in contemporary tourism. Travelers and brands are seeking more transparent, personal, and memorable connections. In a world marked by rapid change, authenticity is gaining prominence. Bit responds to this need through experiences designed around real and meaningful relationships.
Artificial intelligence will play a central role during the event. Bit 2027 will explore how technology is redefining every stage of modern travel. From initial inspiration to the final experience, everything is evolving thanks to digital tools. The event will feature strategic collaborations with AI Week and Netcomm. These alliances reflect the growing relationship between tourism, innovation, and global technology ecosystems.
Bit’s partnership with AI Week and Netcomm
In order to directly engage within innovation ecosystems and connecting new stakeholders, Bit will bring AI Week to life. This exciting event will take place at Fiera Milano on 19 and 20 May. On the other hand, Bit’s partnership with Netcomm provoked the creation of the Travel Re-Code workshop. Organized as part of Netcomm Forum 2026, this key event brings together experts and top players to discuss the application of artificial intelligence in travel.
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“In an international context marked by geopolitical instability, economic tensions and increasingly rapid change, trust is once again becoming the true strategic value of the entire travel ecosystem”, says Emanuele Guido, Head of Home, Fashion and Leisure Exhibitions at Fiera Milano. “Trust in relationships, in expertise, in the ability to build authentic connections and guide travellers and operators despite growing complexity. It is from this awareness that The Power of Trust was born: a vision that recognises the value of dialogue, experience and human relationships as central elements in shaping the future of the sector”.
Travel Markers Fest at the 47th Edition of Bit
One of the highlights will be Travel Makers Fest. This festival will bring together entrepreneurs, researchers, creatives, and leaders from the international tourism industry. The program will combine talks, discussions, and dynamic formats focused on emerging trends in the sector. It will also address topics such as sustainability, wellness, digital storytelling, and local culture. The event aims to unite creative thinking, inspiration, and business opportunities within a single platform.
New generations are changing the rules of global tourism. Today, travelers prioritize emotional experiences, personal well-being, and cultural authenticity. The 47th edition of Bit responds to this transformation through eight categories inspired by real travel motivations. These include wellness, gastronomy, romance, entertainment, and sports experiences. The fair proposes moving beyond the classic “where to travel” to focus on “why travel.”
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Regenerative tourism and the kick off of the 47th Edition of Bit
Regenerative tourism will also have a strong presence during the event. The industry seeks to generate a positive impact on local communities, cultures, and territories. Today’s travelers value sustainable options and experiences connected to the unique identity of each destination. Bit will showcase projects focused on balance, environmental awareness, and responsible development. This vision reflects the contemporary desire for more conscious and meaningful travel.
Another major highlight will be the Road to Bit program. This initiative will travel to various Italian cities, hosting events for travel agencies and tourism professionals. The goal is to foster dialogue between companies, experts, and new players in the sector.
Bit aims to become an active community year-round, extending beyond the trade fair. This strategy expands its international presence and strengthens its influence within the industry.
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The 47th edition of Bit promises to become one of the most important events on the global lifestyle and tourism calendar. Milan will once again bring together brands, destinations, and visionaries from around the world.
The event will reflect the new priorities of the contemporary traveler: emotions, innovation, and authentic connections. It will also showcase how technology can coexist with more human and personalized experiences. Bit 2027 will not only be about travel, but about a new way of experiencing the world.
Click here to know more about last year’s Bit.
