BIT 2025: The International Tourism Exchange confirms itself as a reference point for anticipating travel trends TravelDailyNews International

13.07.2024 - 05:13 / traveldailynews.com / Vicky Karantzavelou

BIT 2025 at Fieramilano Rho from 9-11 February explores trends in regenerative tourism and digitalization, highlighting sector recovery and innovation.

MILAN – With the high season just around the corner, as per tradition the BIT International Tourism Exchange, organised by Fiera Milano – next edition at Fieramilano in Rho from 9 to 11 February 2025 –  takes  stock of the most interesting trends for operators, while the team continues to work on consolidating the parterre of exhibitors, which grew by 7% in the last edition.

A veritable observatory on the sector, which confirms the event as an unmissable moment of knowledge sharing both in the exhibition area and in the programme of meetings and in-depth discussions: from regenerative tourism to the key role played by events and the impact of digitalisation, the anticipations of the last edition have become this year’s trends.

Globally, 2023 ended with 1.29 billion international arrivals, a strong growth compared to 2022, when they had been 960 million. And Europe confirmed itself as the top destination with around 700 million arrivals, more than half (54%) of the total. The tourist expenditure figure is also remarkable: 1.7 trillion dollars in line with pre-pandemic values (source: UN Tourism). Regarding Italy, 2023 closed with 133.6 million arrivals (+12.8% compared to 2022) and 447.1 million presences (+8.5%) (source: ISTAT).

What, on the other hand, is in store for this year? Although the sector will face challenges such as overtourism and rising costs, the overall picture is positive. UN Tourism also estimates further growth in international arrivals in the first three months of the year at 285 million (+19% over 2023) while, according to the May 2024 survey of the European Travel Commission, 75% of Europeans intend to make at least one trip this summer, +3% compared to last year. Italy confirms itself as the most appealing destination (8.4% of travel intentions) followed by Spain (8.1%), France (7.1%) e Greece (6.3%), and about half of the travellers will be repeaters.

Again according to ETC, the target group most likely to travel are the over-55s (81%), while solo travellers (61%) and those travelling with friends (58%) are the most interested in multiple holidays. And while the importance of the sun & beach segment is confirmed, more and more tourists are also looking for natural beauty (19%), local cuisine (17%), culture and monuments (15%).

Another confirmation comes from the air traffic data from Italian airports: in May alone there were 20.1 million passengers (+13.2% over 2023) and over 159,000 movements (+10.3%) (source: Assaeroporti). Analyst Forward Keys predicts a further +12% for international arrivals: the long-haul portion, led by