With less than a month to go before it opens its doors, BIT Milano 2024 promises to be an unmissable experience for travel enthusiasts and all operators in the sector. From 4 to 6 February, Allianz MiCo in Milan will be the setting for a unique experience aimed at discovering the latest trends in tourism, with a focus on sustainability, awareness, personalisation and technology. Welcome Travel Group, one of the key players in this area, will use its extensive network to offer a glimpse of the new frontiers of travel.

The three themed areas of the exhibition - Leisure, BeTech and MICE Village - are designed to showcase the offerings of Italian and international exhibitors, highlighting exciting destinations, innovative services, new products and opportunities. The aim is to provide a complete and in-depth view of the key demands of a sector that is increasingly aware of and responsive to the needs of travellers.

The range of destinations and offers is therefore wide, from more mainstream choices to more experiential and personalised options, with a particular focus on slow and green tourism. Italy is represented in its entirety, from north to south, confirming BIT as the leading marketplace for Italian products in the world: from open-air tourism in Friuli-Venezia Giulia, to Veneto, where art and nature merge, to Umbria, an oasis of peace and tradition; from Tuscany, a land of art and historic villages, to Lazio, to Apulia, a reference point for culture, food and wine. Abruzzo boasts breathtaking scenery, while Lombardy combines modernity and tradition. Sicily, like Piedmont, offers a mix of culture, history and gastronomy. Liguria captivates with the Italian Riviera, while Campania offers charm and tradition.

The renewed focus on internationalisation is reflected with the presence of unique foreign destinations, ranging from the evocative Indian Ocean to the Caribbean Sea, including Cuba, Barbados and Sri Lanka. There are important new additions, such as the Central America Tourism Agency, which represents Belize, El Salvador, Guatemala, Honduras, Nicaragua, Panama and the Dominican Republic. Then there is the fascinating Mongolia, Jordan - rich in history - and the magical Egypt; Japan, China and the city of Tokyo are back. There is no shortage of fascinating European destinations, including Albania, Croatia and Slovenia.

Airlines and the cruise world are well represented with the participation of major names such as ITA Airways, Eva Airways, Trenitalia, Trenord, MSC Crociere and Cruiseline. Among the tour operators and associations, there are well-known names such as Gattinoni, FTO-Turismo Organizzato, Federcongressi&eventi and ASTOI.

Attractions and important names in the hotel industry round off the offer: Gardaland, NH Milano Congress Centre (MINOR Hotels), A&O HOTELS and HOSTELS Holding GmbH.

BIT 2024 promises to be an engaging platform where visitors and operators can explore the latest tourism trends, connect with unique experiences and make meaningful connections in the dynamic world of travel.