The Bit a Milano relaunches tourism, especially Italian tourism

Sparkling and lively atmosphere, with a full house of travellers: this is the atmosphere on the first day of the long-awaited return in the presence of BIT 2022 at fieramilanocity, where it continues until April 12th, with Mondays and Tuesdays reserved for operators. A central event for the relaunch of the sector, as confirmed by the attention of the institutions towards the event: present at the ribbon cutting was Minister for Tourism, Massimo Garavaglia. Always in the presence of Minister Garavaglia, ENIT has chosen BIT 2022 to present a preview today of the new institutional image of the Agency. There is also a strong collaboration with the most representative associations in the sector, starting from ASTOI which this year strengthens its presence, articulated in a real Village where more than 20 TOs exhibit and by FTO, the Federation of Organized Tourism. For both travelers and operators, the return in the presence of BIT covers a particular meaning at a time when the sector faces the uncertainties of international scenarios with newfound determination, on sustainable, innovative and responsible tourism.

Trends that seem to especially interest the new generations. According to the analysis presented today at BIT 2022 byStudies Office ENIT of data collected by the European Travel Commission on four markets – USA, China, Germany and UK – Generation Z is more likely to visit Western Europe and the Mediterranean, in particular Italy, France and Spain followed by Germany, Greece and UK.

With respect to experiences, pay great attention to those food and wine (70%), cultural (67%), And shopping (62%). The choice is based on word of mouth (49%),  specialized sites (49%) and official tourism sites (36%), in addition to social trends (35%) and special discounts (29%). Italy is the favorite choice of Gen Z travelers UK and Germany, in second place for young people USA and to the third for i Chinese. Again according to ENIT, this time based on CSA Research data, young people between 13 and 17 prefer instead active holidays (47%) and wellness (52%).  

The most recent analysis EY Future Travel Behaviors highlights that the tendency to travel has grown in recent months 2 out of 3 Italians remain in Italy. 80% returns to travel for holidays, compared to 70% in 2020. And indeed relax and rest (65%), discover new places and do new things cultural and gastronomic experiences (61%) e being together with family and friends (46%) are the main travel motivations.

Furthermore, the trend of workation (smart working and holiday together) with the 6% of Italians who planned to work remotely at a vacation spot. Furthermore 1 in 4 travellers the number of trips will increase. They are more than 1.000 exhibitors present (15% from abroad from 35 countries) who meet highly profiled buyers from all over the world; the vast majority of Italian regions are present, including many medium and long-haul destinations.

The proposals of the exhibition itinerary are integrated by a rich schedule of events, which allows you to delve deeper into all the most current issues for the relaunch of the sector: from the presentation of numerous research, analyzes and studies to the topics of the near future, such as the metaverse and space tourism, until to new skills to increase the professionalism of operators in the face of new market challenges.