New partnerships with Welcome Travel Group and FederTerme, which brought the Thermalia Village to Bit, and the continued support of trade associations – such as ASTOI Confindustria Viaggi, FTO – Federazione Turismo Organizzato and Federcongressi&eventi – saw the event confirm its status as a key meeting and business destination for every operator in the sector.

"This Bit was the best so far. We held our annual convention here, which attracted 2,000 participants. The programme was extremely full and included professional opportunities with plenaries and evenings to build relationships and establish initiatives for the summer season,” said Adriano Apicella, CEO of Welcome Travel Group.

Next to comment was Gabriele Burgio, Chairman and CEO of Alpitour World, one of the groups that holds a stake in Welcome Travel Group. He emphasised that attending Bit is key for tourism, especially in light of a market regaining its drive and momentum: "This was a particularly intense year for us, because alongside Welcome Travel Group we took part in several stages of the programme, with partners, travel agents, colleagues and suppliers. The exhibition proved to be an opportunity to meet, discuss and reflect on many current topics, and trends and challenges for the future. Our Group celebrated 100 years of Turisanda1924 with an event that met with a great response, especially because it proved how resilient this business can be and its ability to achieve significant goals.”

The overall picture that emerges is of a well-attended Bit with many high-profile partners and endless opportunities for discussion. Sonia Di Gregorio, Head of Sales & Marketing at Kel12, part of the ASTOI Network, stated: “’International Tourism without Borders’ is what Bit is for us. We take part because we believe it is an important event for Italy and Milan. We expected a good turnout of travel agents given that the convention of the Network we supply is running at the same time. Everything met our expectations.”

For operators, the event’s added value lies in its dual format, which makes it essential for both travellers and operators, added Isabella Maggi, Gattinoni's Marketing & Communication Director: “We chose to attend Bit with Gattinoni Travel as well because it is an important consumer travel event – that is, for leisure – but also for the trade. Our stand showcased all our new products and services, but it also featured a competition for anyone who passed by our stand, allowing them to try out what we would like them to experience in our travel lines by using their senses.”

The event was also a success for the world of carriers, from aviation and rail travel through to the cruise segment; these sectors are increasingly proving their ability to adapt to market needs through greater environmental and economic sustainability.

"We are always delighted to be here at Bit with our Frecciarossa brand. This is a key opportunity to meet with agencies and national and international stakeholders,” explained Pietro Damantini, Frecciarossa High Speed Business Director. “Every year we have new offerings, and this year Frecciarossa wants to go beyond travel; our intention is to highlight services that go beyond connecting two cities.” Trains are, in fact, one of the most popular forms of transport, and the numbers recorded by Italy’s rail carriers are growing: trains transported 648 million passengers in 2023, an increase of 18% compared to 2022 (2024 FS/Trenitalia data).

Bit 24 has confirmed its position at the beating heart of the tourism industry, a showcase where synergies between private operators, carriers and industry professionals successfully combine. By building virtuous connections and strategic partnerships, the event not only shone a spotlight on evolving tourism trends, but also proved to be a catalyst for business.