The Borsa Internazionale del Turismo (BIT) represents Italian excellence that has developed over forty years into something special. The 2025 edition, held from 9th to 11th February at Fiera Milano Rho, combined tradition and innovation, with figures showing notable success.
This event offered a chance to reflect together on the current state of Italian tourism and its future goals. Every conversation, handshake, and partnership made during the three days carried the history of the nation’s tourism and the hope for what lies ahead.
Understanding BIT 2025’s success
Every great event involves careful planning and strong commitment. BIT 2025 showed exceptional organisation, bringing together over 1,000 exhibitors from 64 countries, sharing expertise in global tourism. Moving to pavilions 9 and 11 at Fiera Milano Rho was a choice that represented growth and change.
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The new locations created a better atmosphere. They made it easier for conversations to happen naturally and connections to form. The improved logistics supported what matters most: the personal connections that advance the industry.
Visitor numbers and international involvement
Numbers can sometimes seem dry, but the data from BIT 2025 was full of energy. Visitor attendance went beyond expectations, creating a positive and dynamic environment. Buyers came from Switzerland, the United States, Spain, the United Kingdom, France, Germany, Egypt, China, the United Arab Emirates, and India, each bringing different ideas about Italian tourism. What stood out was not just how many people came, but how engaged they were. Conversations lasted longer, and business cards were exchanged with genuine interest. The show turned routine meetings into meaningful connections.
Media attention and cultural discussions
Media coverage went beyond simple industry reports. With over 40 conferences on topics like sustainable tourism, artificial intelligence in travel, and digital nomadism, BIT 2025 opened a broader cultural conversation about the future of travel and human experience. ENIT’s varied programme connected different themes and ideas throughout the event. The international press recognised more than an event; they saw Italy taking a leading role in shaping the future of tourism.
The Italian tourism renaissance: numbers that tell a story
To grasp the importance of BIT 2025, it is necessary to understand the context. Italy experienced a strong revival in tourism with 2024 marking a year of outstanding results.
Record growth and economic impact
The data shows Italy’s resilience and expansion. More than 235 million foreign tourists visited Italy in 2024, a 3.7% increase from the previous year. These numbers represent many rediscovered places, real experiences, and the lasting charm of Italian culture. The economic effects went beyond tourism alone. International visitors spent 28.7 billion euros in the first nine months of 2024, making up 65% of total tourism spending. This money reflects not only business but also renewed trust in Italy’s hospitality and culture.
Tourism accounts for 10.8% of Italy’s GDP and 13% of employment. This shows the importance of the sector to the country’s economy. Projections expect tourism to reach 12.6% of GDP by 2034, with employment rising to 15.7%, indicating steady growth and a lasting role.
Air travel as a gateway to Italy
The aviation sector also played a key role. In 2024, 218.4 million passengers passed through Italian airports, including 145.8 million international travellers, showing a 13.8% increase. Airports are, afterall, the first step in many people's travel experience. Rome Fiumicino saw a 20.7% increase, Milan Malpensa 10.9%, and Bergamo 8.6%. These numbers show regional strengths and travellers’ trust in Italy to meet their expectations.
Innovation as part of tradition at BIT 2025
The 2025 event demonstrated how innovation can respect tradition. The show’s new layout reflected a clear understanding of tourism’s complexity and the different needs of today’s travellers.
Carefully designed experiences and technology
The Leisure area highlighted the heart of Italian destinations. It showed the true character of Italian tourism through authentic experiences that have attracted visitors for generations. The BeTech section was more than a technology display; it showed the industry’s careful approach to digital change. Discussions about artificial intelligence in tourism focused on how technology can support human interaction rather than replace it.
Professional growth and workforce development
The launch of Bit4Job 2025 recognised that tourism’s future depends on people. This recruitment initiative built a connection between industry needs and career goals, acknowledging that excellent service comes from skilled staff. The success of this programme showed BIT’s growth from a trade show to a full ecosystem that supports the entire career path of tourism professionals.
Building partnerships and creating opportunities
BIT 2025 was a place for strategic discussions where ideas turned into partnerships and projects. The event worked as a hub for industry innovation and new collaborations.
Major events as tourism drivers
Attention to large international events showed thoughtful planning. The 2025 Jubilee had already started to increase tourism in Rome and Lazio in late 2024. These results suggest lasting interest in spiritual and cultural travel. The 2026 Milano-Cortina Winter Olympics presented even greater opportunities. Talks at BIT 2025 focused on plans to maximise the Olympics’ long-term benefits, aiming to create lasting infrastructure and international recognition that will help Italian tourism for years.
Broadening the market and discovering new places
Ivana Jelinic, ENIT’s Managing Director, shared a vision emphasising the need to diversify tourism by including less known but remarkable destinations. This strategy aims to spread tourism benefits more widely and offer visitors more genuine, quieter experiences. This approach opened new possibilities for operators and investors in areas that have often been overlooked in favour of Italy’s famous sites. The focus moved from overcrowding to discovering hidden treasures that can provide sustainable and meaningful travel.
Sustainability and digital progress shaping the future
One of BIT 2025’s most important messages was about the future of tourism. The event placed sustainability and digital technology at the centre, recognising them as necessary for Italy to stay competitive.
Italy’s leadership in European and global events tourism reflects many years of experience. To maintain this position requires ongoing innovation and adaptation to changing traveller expectations and global sustainability challenges.
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The lasting impact of BIT 2025
With over 1,000 exhibitors, 64 countries represented, and hundreds of international buyers, BIT 2025 created a dynamic community of tourism innovation that extends beyond the three-day event.
The partnerships formed, plans made, and ideas shared will continue to influence the tourism sector. The event offered more than a snapshot of current strength. It provided a clear plan for future growth that respects Italy’s heritage and embraces global progress. Looking back on BIT 2025, the industry acknowledged its achievements, faced challenges, and committed to growth that balances economy, environment, and culture. The true success will be measured in the lasting relationships created and the strategic plans that will guide Italian tourism for years to come.
The next edition is already scheduled, continuing the aim of telling the story of Italian tourism excellence to the world. BIT 2025 was more than an event; it was a part of Italy’s ongoing connection with global hospitality.
