The Bit 2026, an international tourism fair, is scheduled to kick off on February 10 and will run until February 12 at the Rho Exhibition Center in Milan. Inaugurated by the Italian Minister of Tourism, Daniela Santanchè, this year's event will feature over a thousand exhibitors, with 39% coming from abroad, representing 54 different countries. The fair is notable for introducing a new approach to tourism that prioritizes people over destinations and products, emphasizing the importance of authentic and meaningful travel experiences.

The central theme of Bit 2026 revolves around creating a community of 'Travel Makers' who include operators, destinations, professionals, storytellers, content creators, and conscious travelers. The fair's focus is on collaboration, dialogue, and networking across interconnected fields within the travel industry. This approach aims to reimagine the present travel landscape while anticipating future trends, thus fostering an environment where industry players can share insights and innovations.

Organized across three days, the Bit 2026 is expected to provide various platforms for exchanges, enhancing collaboration and understanding in the tourism sector. By focusing on the collective experiences and narratives of travelers and industry professionals alike, the event seeks to redefine how travel is perceived, hinting at a potential shift in consumer behavior and industry practices in the coming years.