All of the new trends in Tourism at Bit2016 Milan exhibition

Despite ongoing instability in certain specific areas, the trend in the tourism

industry is upwards. According to data from the latest UNWTO survey (January 2016),

there were 1.18 billion international travellers in the world in 2015, a 4.4% rise

on 2014. A sixth year of growth in a row leaves industry professionals optimistic

for 2016, with the expectation of 4% growth.

The performance of the market offers an excellent foundation for the 2016 edition

of Bit, which is being held between 11 and 13 February 2016 at the heart of the

Fiera Milano district in Rho, Milan. Thanks to its detailed product segmentation,

which now extends to areas that until recently were considered to be niche – for

example wine and food, plus sports-oriented tourism – Bit2016 is a unique event for

Italy because it offers a 360° overview of the industry.

Food and wine tourism, which is one of the trends that Bit has identified and is

presenting at LEISURE WORLD in the Italy zone, constitutes a real value added for

holidays in Italy. According to a report published by IMAGO (2015), 60%-64% of

foreign tourists associate food and wine with Italy. Among Italian tourists alone,

a survey carried out by Coldiretti/Ixé (2015) reveals that 4 out of 10 Italians

(42%) chose a holiday for food and wine-related reasons. In this, Italy is world

leader, with an accommodation capacity of almost 21,000 farmhouse tourism

establishments, 6,600 farms and more than €11 billion in food spending during the

summer of 2015.

“I Love Wedding” programme

With the wedding sector continuing to be in good health, Bit offers its own

dedicated “I Love Wedding” programme. This sector is of key importance, given that,

despite the downturn, 85% of couples say they refuse to do without a honeymoon

trip. The figures for 2015 indicate turnover of some €5 billion from over 350,000

trips annually (of which 60% are international). The sector of non-Italians getting

married in Italy is promising too: six thousand such weddings take place each year,

with newlyweds from England, Russia and American the most enthusiastic seekers of

stunning locations for their special day.

Action and sports tourism in Italy are also on the up, in a trend industry

professionals expect to continue to be able to ride through 2016: with estimated

turnover of €6.3 billion (of which €1.5 billion for watersports), over 10 million

journeys and 60 million overnight stays according to the Osservatorio Nazionale del

Turismo (2015), this is one of the most promising segments for promoting less wellknown

destinations and deseasonalizing the product. Osservatorio data also shows

that 27 million Italians practise a sport, and 400,000 are sports professionals.

Moreover, one in four Italians chooses their holiday destination based on the

sports on offer.

Bit’s Destination Sport showcase on Saturday 13 February presents what’s on offer

for this type of holiday and its vast potential.

48% increase in luxury tourism

Luxury tourism is another sector that has posted significant worldwide growth.

According to the IPK International World Travel Monitor (2015), this sector is up

48% over the last five years, in a trend that appears consolidated and set to

continue in 2016. Federalberghi’s estimates on premium tourism and stays at highend

Italian establishments predict an increase of between 10% and 20% over last

year, including a significant presence of tourists from Arab nations. According to

research carried out by Condé Nast Johansen, the top destinations are above all

Italian cities of art, with Florence in second position and Rome in fourth.

At Bit2016, the exclusive, reserved space set aside for LUXURY WORLD will be

welcoming luxury travel exhibitors who have come to meet highly-profiled buyers and

pre-selected visitors.

The Fair is also dedicating a significant amount of space to MICE WORLD – Meeting,

Incentive, Conference and Events. This is one of the strengths of this year’s

event, and is a unique development on the Italian panorama.

Demonstrating the strategic importance of the MICE sector this year, according to

the American Express “2016 Global Meetings and Events Forecast”, a worldwide

increase is expected in the number of events organized, along with the number of

participants and the average spend (up 1.9% in North America, 1.8% in Europe, 1.4%

in Central/South America and 2.1% in Asia/Pacific).

According to the MICE Report on 2014 presented by Federcongressi in November 2015,

Italy is the number four nation in Europe in terms of total meeting space, hosting

308,912 events involving 25,534,011 attendees and 38,237,617 presences.

Furthermore, Italy is favourably regarded in terms of its artistic heritage, events

and infrastructure (number one in the Tourism Infrastructure TTCI index). This is

encouraging news for MICE sector professionals.

MICE WORLD exclusive hub 

With 478 profiled buyers from forty-one nations around the globe, MICE WORLD is an

exclusive hub for developing business and meeting the top operators in the

industry; it is a not-to-be-missed opportunity for industry players to develop

their business during a significant recovery year for the MICE segment and market.

Bit2016 is a multifaceted event which leverages a variety of stimuli on the

marketplace to offer visitors a complete overview of the world of tourism and all

of the latest trends. This is backed up by a busy programme of seminars and factfilled

talks on tourism in general, business travel, meetings and congresses during

the three-day event.

Bit2016 runs from 11 to 13 February, in the heart of the Fiera Milano district at

Rho, Milan.

For more information here: 

Fiera Milano Press Office

Rosy Mazzanti – Simone Zavettieri

Weber Shandwick Italia

Maria Antonietta Morello – +39 02 57378310 - mmorello@webershandwick.com

Cristina Gavirati – +39 02 57378352 – cgavirati@webershandwick.com