From Fiera Milano’s reflections on the way forward for tourism comes an idea that places individuals at its coronary heart and brings collectively all those that, in several methods, contribute to the journey provide chain: the Journey Makers. The beating coronary heart of BIT 2026 would be the Journey Makers Fest, the place communities will discover key themes and share values and tales. Save the date: 10–12 February 2026 at Fiera Milano.
In a continually altering world, tourism is now not nearly motion: it’s about connection, relationship, and regeneration. It creates bonds between individuals, cultures, and territories. It transcends boundaries – geographical, cultural, and psychological – to present rise to new journey ecosystems, the place the journey expertise turns into a catalyst for shared worth.
Right now, designing tourism means listening to native areas, involving communities, and selling authenticity. It means imagining experiences that transcend merely “visiting” and as a substitute result in transformation – for the traveller, the host, and the storyteller alike.
In response to this evolution, BIT 2026 is being reimagined round a robust new idea: the Journey Makers. These are the people who, via a variety of roles and approaches, flip the dream of journey into actuality. They create, allow, promote, and information experiences, working throughout all ranges of the tourism worth chain – from planning and supply to communication and storytelling – encompassing specialist intermediaries, bespoke journey designers, consultants, native ambassadors, group managers, {and professional} storytellers.
BIT as a Cultural, Revolutionary, and Storytelling Hub for the Whole Trade
BIT 2026 is poised to change into a dynamic platform for trade, inspiration, coaching, and enterprise – a shared, open, and participatory area the place journey is not only a product, but additionally a story, a relationship, an expertise, and a talent set.
This method strengthens enterprise alternatives too, by attracting a extremely profiled, motivated, and engaged customer base. A chief instance of that is the Straight to the Level programme, designed for business professionals: a sequence of themed speedy conferences between provide and demand, creating business connections via 9 focused matchmaking periods – sport and journey, wellness, artwork and tradition, movie, meals and wine, important occasions, enterprise journey, expertise, and hospitality.
Whereas matchmaking stays one of many honest’s strongest belongings, the true beating coronary heart of BIT 2026 would be the Journey Makers Fest, devoted to exploring new methods of experiencing journey below the banner: “Constructing bridges. Imagining new ecosystems”.
A vibrant, inclusive area for reflecting on the deeper that means of journey – its transformations, the locations and those that make it a generator of not solely financial but additionally social worth. On the centre of this expertise is a wealthy and various cultural programme: six arenas – 4 thematic and two central plazas – will host over 200 occasions throughout three days, with six hours of each day talks, seminars, and discussions.
The narrative unfolds via a number of thematic codecs: Discovery, devoted to journeys of self and worldly exploration; Backstage, revealing the hidden sides of the tourism expertise; (Im)Attainable, sharing inspirational tales from nice travellers; This Should Be the Place, spotlighting locations and their tales; BIT&Pals, a sequence of deep dives curated with specialists into cross-cutting matters similar to synthetic intelligence, hospitality design, e-commerce, and information administration.
Additionally a part of the Journey Makers Fest shall be Future Journey Minds, an occasion targeted on younger professionals, college students, changemakers, and start-ups who’re envisioning the tourism of tomorrow. Subjects will embrace inclusive management, sustainability and affect, sensible locations, branding, rising professions, mentorship, and innovation.
Skilled improvement shall be on the core of the Subsequent Degree workshop programme, providing 4 devoted tracks: Journey Brokers Academy, for journey businesses; Hospitality Academy, for hospitality professionals; Storytelling Farm, to reinforce communication and narrative abilities guided by skilled communicators; Discovery Italy Academy, to advertise Italy’s tourism providing to home and worldwide patrons.
An Ecosystem Constructed Round Individuals, to Create Worth Throughout the Chain
To additional encourage dialogue, interplay, and inspiration amongst exhibitors and the broader group, BIT 2026 will happen on new dates: 10-12 February. The exhibition space shall be organised into six thematic districts – Italy, World, Journey Knowledgeable, Hospitality, Transportation, and Innovation – to symbolize all sides of the sector. Each stand shall be content material, each occasion a chance, each encounter a possible spark.
The idea behind BIT 2026 stems from in-depth reflections by Fiera Milano and its stakeholders on what a tourism honest really wants right this moment to reply successfully to the sector’s ongoing evolution. The reply: to position individuals and their concepts on the centre, bringing collectively the business’s key gamers to advertise a journey provide chain the place worth is equitably distributed amongst all actors.
To additional assist this imaginative and prescient, BIT 2026 can even be guided by an advisory board of business specialists, who will accompany the occasion on its path in the direction of a brand new positioning – one designed to create long-term worth throughout your complete chain. A contribution that reinforces Fiera Milano’s strategic position: not simply as organiser and stage for occasions, however as an precise engine producing alternative – bringing collectively enterprise and significant relationships between individuals.
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