BIT 2027, February 9-11, 2027, Rho, Italy, is a premier event for the tourism industry.
Dates
9–11 Feb 2027
City / country
Rho, Italy
Venue
Fiera Milano City
Are you the organiser of this event?
Companies exhibiting at BIT 2027 include -MUSEO DELL’OLIO- SA MOLA DE SU NOTARIU OLEOTURISMO, 3C TRAVEL, 40 PARALLELO APARTHOTEL, A GROUPS HOTELS AND CAMPINGS IN FVG and ABRUZZO EXPERIENCE.
Event overview
BIT 2027 will take place from February 9 to 11, 2027, at Fiera Milano City in Rho, Italy.
This event is a key gathering for the tourism industry, showcasing innovations and opportunities for professionals in the sector.
TL;DR
Visitors will gain valuable insights into the latest trends in tourism, network with industry professionals, and discover new opportunities for collaboration and business growth. Attendees can expect networking opportunities and insights into market trends. Registration details will be available closer to the event date.
Exhibitors will have the chance to showcase their offerings to a targeted audience, enhance brand visibility, and connect with potential partners and clients in the tourism sector. Attendees can expect networking opportunities and insights into market trends. The event will feature exhibitors from various sectors of tourism. BIT 2027 is crucial for the tourism sector as it brings together key players to discuss trends, innovations, and opportunities, fostering collaboration.
Attendees, exhibitors & solutions
Visitor profile
Typical attendee groups you can expect to meet.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Product categories
Key solution areas showcased across the event.
Location & Facilities
Strada Statale del Sempione n. 28, 20017 Rho, Lombardy, Italy
Attend
How the last edition performed
Current edition
2027
Visitors
30,000
Exhibitors
1,100
Impact
BIT 2027 will take place from February 9 to 11, 2027, at Fiera Milano City in Rho, Italy. This event is a key gathering for the tourism industry, showcasing innovations and opportunities for professionals in the sector. BIT 2027 is crucial for the tourism sector as it brings together key players to discuss trends, innovations, and opportunities, fostering collaboration and growth in the industry. BIT 2027, February 9-11, 2027, Rho, Italy, is.
Audience quality
Visitors typically include Travel industry professionals, Tourism boards and destination marketers, Travel agencies and tour operators, Hospitality providers. BIT 2027 is scheduled for February 9-11, 2027. The event will be held at Fiera Milano City in Rho, Italy. It focuses on the tourism industry, connecting professionals and destinations. Attendees can expect networking opportunities and insights into market trends. BIT 2027 attracts an audience aligned with the organiser's published visitor positioning.
Exhibitor outcomes
Exhibitors will have the chance to showcase their offerings to a targeted audience, enhance brand visibility, and connect with potential partners and clients in the tourism sector. It focuses on the tourism industry, connecting professionals and destinations. Attendees can expect networking opportunities and insights into market trends. The event will feature exhibitors from various sectors of tourism. BIT 2027 is crucial for the tourism sector as it brings together key. Exhibitor categories include Tourism.
Intelligence
Key market insights, trends, news and related events to help you understand the bigger picture.
Why it matters
BIT is Italy's principal B2B travel trade fair and one of the reference points in the European travel calendar. Held at Fiera Milano in Rho, it connects Italian and international buyers with destination boards, hotel groups, tour operators, transport providers and travel-tech vendors, and gives Italy's regions a single national platform to present product to trade audiences. For exhibitors targeting Italian outbound and inbound demand, it concentrates decision-makers in a market where tourism is a core part of GDP.
Key trends shaping this market and its wider industry.
Experiential and slow-travel product design
Buyers increasingly want multi-day, experience-led itineraries — food and wine, outdoor, wellness and cultural routes — rather than classic city-break packages, pushing operators to curate smaller-group products.
AI and digital distribution in booking
Travel-tech exhibitors and OTAs are embedding AI into search, pricing and ancillaries, changing how trade partners compare and book supplier inventory.
Sustainability, certification and rail-first itineraries
Carbon reporting, hotel certification and rail-based touring are moving from marketing statements to procurement criteria for corporate and MICE buyers.
MICE and business-travel recovery
Corporate meetings, incentive travel and congress demand continue to be a growth engine in Italy, with Milan and Lombardy as leading destinations.
Inbound growth and redistribution beyond the classics
Italy's inbound volumes keep rising, and operators are promoting secondary and southern destinations to ease pressure on Venice, Florence and the Cinque Terre.
BIT sits inside a dense European B2B travel calendar. Most large European travel trade events run between January and March, with a second cluster in November, which is useful for sequencing sales activity, stand investments and buyer meeting schedules across the year.
Winter/early-year trade cluster
Autumn trade cluster
Companion events identified from public trade-fair listings and organiser websites; dates are typical months and should be confirmed per edition.
Plan your trip
Choose from the following airports, with convenient access to the event and venue.
Malpensa Express to Milano Centrale, then Metro M1 (red line) to Rho Fiera.
~45 km to Fiera Milano / Rho
to venue
40–55 min off-peak
by car
Closest airport to central Milan; bus 73 to San Babila, then Metro M1 to Rho Fiera.
~18 km to Fiera Milano
to venue
25–40 min off-peak
by car
Milan Bergamo Orio al Serio Airport
Terravision/Orio shuttle to Milano Centrale, then Metro M1 to Rho Fiera.
~55 km to Fiera Milano
to venue
50–70 min by road
by car
A range of accommodation options near the venue and across key areas.
USD 75–120 / night
sourceUSD 130–205 / night
sourceUSD 240–450 / night
sourceGet around the city with these convenient transport options.
train
Fastest non-car option; trains run roughly every 15–30 minutes and take about 50 minutes to Milano Centrale.
metro
Rho Fiera station is at the exhibition centre entrance; the M1 red line connects directly with the city centre.
train
Useful when staying in central Milan; check Trenord timetables for show-week extra services.
taxi
Best for late arrivals or luggage-heavy teams; 45–60 minutes off-peak, longer in morning rush hour. Confirm the fare with the driver before departure.
parking
Large car parks surround the venue but fill quickly on peak show days; pre-book or arrive before 08:30.
taxi
25–40 min off-peak typical drive; Closest airport to central Milan; bus 73 to San Babila, then Metro M1 to Rho Fiera.
taxi
50–70 min by road typical drive; Terravision/Orio shuttle to Milano Centrale, then Metro M1 to Rho Fiera.
Plan your trip
Check the latest visa requirements and entry guidelines before travelling.
Weather
Early February in the Milan/Rho area is cool and changeable: expect daytime highs around 9–11 °C and night-time lows of 1–3 °C, with roughly 45–60 mm of rain spread over 5–7 wet days. Po Valley fog and damp mornings are common, so build in extra transfer time and pack layers plus a compact umbrella.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Italy has wide mobile coverage. Business visitors to Milan can choose a local tourist SIM card, pocket WiFi or a travel eSIM (eSIMs can be activated online before departure). Check roaming charges with your home operator and plan enough data for video calls, VPN and tethering during the show.
Ride-hailing
Taxis
Public transit
Car rentals
Useful information to help you have a smooth and respectful visit.
Tipping and service
Tipping is not obligatory in Italy. Rounding up the bill or leaving 5–10% for good restaurant service is normal; cabs often round up to the nearest euro. Bar coffee is usually paid at the counter first.
Business etiquette and dress
Smart-casual business dress works well at Italian trade fairs — jackets without ties are common. Greetings are with a handshake, use titles (Dott./Ing.) where known, and exchange business cards without a formal ritual. Punctuality matters for scheduled meetings.
Meals, aperitivo and timing
Business is often done over lunch or the early-evening aperitivo rather than late dinners. Lunch runs roughly 13:00–14:30 and dinner starts around 20:00; many shops and offices close for a midday break.
Practical guides
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Destination: MXP
Book flights to MXP (Rho) when possible for the shortest transfer to the venue.
Italy is part of the Schengen area. Visitors who require a visa must obtain a short-stay Schengen visa (type C) for business trips of up to 90 days; use the official Visa for Italy portal to check requirements for your nationality and country of residence.
Estimated cost: Not yet confirmed
Processing: Varies by nationality; apply several weeks before travel.
The business (Schengen type C) visa covers meetings, negotiations and attending conferences or trade fairs; it does not allow employment for Italy-based companies. Applications are submitted through the Italian embassy or consulate, or an authorised centre such as VFS Global, and should be filed well before travel with the required supporting documents.
OfficialFind a stay near the venue with options for every budget.
Areas to stay
Milan city centre (Centrale, Porta Nuova, CityLife) — 25–40 minutes to the venue by metro/taxi · Pero / Rho Fiera and the M1 metro corridor towards Milan city centre · Rho, Pero and Sesto San Giovanni — walking or short metro distance from Fiera Milano
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Milan Malpensa Airport (MXP): 40–55 min off-peak; Milan Linate Airport (LIN): 25–40 min off-peak; Milan Bergamo Orio al Serio Airport (BGY): 50–70 min by road. Allow road or rail time to Fiera Milano City; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near Fiera Milano City: Rho, Pero and Sesto San Giovanni — walking or short metro distance from Fiera Milano: Ibis Milano Fiera (Rho), B&B Hotel Milano Sesto, Hotel Fiera Milano (Pero); Pero / Rho Fiera and the M1 metro corridor towards Milan city centre: NH Milano Fiera, UNA Hotels Expo Fiera Milano, Holiday Inn Milan Rho Fiera area; Milan city centre (Centrale, Porta Nuova, CityLife) — 25–40 minutes to the venue by metro/taxi: Meliá Milano, Rosa Grand Milano – MGallery, Sherato
Ride-hail: Ride-hailing apps are commonly used in Rho; confirm local availability before travel.
Public transit: Check local bus/metro options for routes to Fiera Milano City.
Parking: On-site parking is available at Fiera Milano City; confirm daily rates and hall access on the organiser or venue site.
Plan and pack for the event climate.
Month: February 2027
Temperature: Daytime highs about 9–11 °C; night-time lows about 1–3 °C (early February, Rho/Milan)
Seasonality: February is comparatively dry for northern Italy, but expect around 45–60 mm of rain over 5–7 days, plus frequent Po Valley fog and cold, damp mornings. Pack thermal layers, a waterproof coat and comfortable shoes for the metro and hall walking.
Packing: February is comparatively dry for northern Italy, but expect around 45–60 mm of rain over 5–7 days, plus frequent Po Valley fog and cold, damp mornings. Pack thermal layers, a waterproof coat and comfortable shoes for the metro and hall walking.
Plan your trip
Best day to visit: Day 2 — Wednesday 10 February 2027
The middle day of a three-day trade run typically carries the fullest conference programme and the densest schedule of buyer/seller appointments, with stands fully staffed. Opening day is partly absorbed by registration and press activity, while the final day often winds down earlier and sees some exhibitors begin dismantling.
Check passport validity and Italian visa requirement — Passport should be valid at least 6 months beyond travel; confirm Schengen short-stay visa need for Italy at vistoperitalia.esteri.it and apply early if required.
Book flights to Milan for BIT 2027 (9-11 February 2027) — Use Milan Malpensa (MXP) or Milan Linate (LIN); aim to arrive by 8 February so you can reach Fiera Milano City in Rho before the Day 1 opening.
Reserve a hotel near Fiera Milano City or central Milan — Rooms fill fast around Fiera Milano City (Rho); prioritise properties on Metro M1 (Rho Fiera stop) or near Milano Centrale.
Complete online visitor registration for BIT 2027 — Register through the organiser (Fiera Milano) visitor portal and save or print your badge QR confirmation.
Download the hall plan and conference programme — Note which pavilions you need at Fiera Milano City and shortlist talks and exhibitor stands to visit.
Pre-schedule B2B meetings with exhibitors — Use the organiser matchmaking or app to request meetings and confirm times before the show opens.
Plan transport from the airport to the venue — Compare Malpensa Express or airport bus, taxi and Metro M1 to Rho Fiera; allow extra time for Milan peak-hour traffic.
Arrange travel insurance and mobile data — Take out business travel cover and set up an eSIM or Italian tourist SIM, checking roaming charges with your home operator.
Pack business attire and meeting materials — Milan in February is cold and can be wet; pack layers, comfortable shoes and printed and digital meeting documents.
Arrive in Milan and confirm Day-1 logistics — Check in, confirm your badge collection point and opening hours at Fiera Milano City, and review your meeting schedule.
Milan historic centre (Duomo, Galleria, Brera)
Lake Como (Como and Bellagio)
BIT B2B meeting and buyer lounge
On-Site
The dedicated buyer/seller area is the most efficient place to hold pre-booked appointments; arrive with a scheduled slot rather than relying on walk-ups.
BIT conference and talks arena
On-Site
Panel sessions draw destination marketers, hotel groups and tech vendors — seats fill early for keynotes, and speakers are usually approachable right after sessions.
Rho Fiera / Fiera Milano exhibition halls during closing hours
On-Site
Stand aperitivi in the national pavilions in the final hour of each day are the standard informal networking window.
Navigli and Brera aperitivo district, Milan
Off-Site
About 35–45 minutes from the venue by metro and tram; the usual setting for evening dinners and after-show meetings with Italian counterparts.
Budget
Official cost items and estimated ranges for exhibitors.
visa_fee
visitor · standard
EUR 90 / per person
hotel
visitor · budget
EUR 70–110 / per night
hotel
visitor · mid-range
EUR 120–190 / per night
hotel
visitor · premium
EUR 220–420 / per night
airport_transfer
visitor · standard
EUR 13–15 / per trip
airport_transfer
visitor · premium
EUR 90–120 / per trip
daily_allowance
visitor · standard
EUR 60–90 / per day
| Item | For | Tier | Estimated range | Status | As of |
|---|---|---|---|---|---|
| visa_fee | visitor | standard | EUR 90 / per person | official | |
| hotel | visitor | budget | EUR 70–110 / per night | estimate | |
| hotel | visitor | mid-range | EUR 120–190 / per night | estimate | |
| hotel | visitor | premium | EUR 220–420 / per night | estimate | |
| airport_transfer | visitor | standard | EUR 13–15 / per trip | estimate | |
| airport_transfer | visitor | premium | EUR 90–120 / per trip | estimate | |
| daily_allowance | visitor | standard | EUR 60–90 / per day | estimate |
Decision
Pick the closest answer for each. Your recommendation updates live.
QUESTION 1 OF 6
What is your primary role?
Compare participation options side by side to choose the best fit for your objectives.
visit
You want market intelligence, destination meetings or supplier sourcing without committing stand budget.
Best for
Tourism boards, DMCs, hotel groups, travel-tech vendors and MICE buyers scouting Italian and Mediterranean supply, plus travel agents sourcing 2027 programmes.
Min. budget
$650.00
Timeline
2–6 weeks for travel and accommodation; allow 8–12 weeks if a Schengen visa is required.
Risks
Budget estimate from listing cost signals (hotel, per-diem, visa, transfer) — confirm live rates.
February demand around Milan fashion/design weeks and other Fiera Milano shows can tighten hotel availability.
Visa appointment slots at Italian consulates can be scarce in peak season.
exhibit
You have a defined buyer audience, a sellable 2027 product and capacity to follow up leads after the show.
Best for
Destination boards, tour operators, hotel and resort groups, cruise lines and travel-tech providers selling to Italian and international buyers.
Min. budget
$3,200.00
Timeline
4–6 months for space booking, stand design/build, freight and staff travel; longer for custom builds and ATA Carnet paperwork.
Risks
Budget estimate from listing cost signals (stand, travel, accommodation) — confirm booth pricing with the organiser.
Stand, freight and on-site service costs in Italy are typically quoted separately and in EUR.
Staffing and visa lead times can slip if contracts are signed late.
skip
Your pipeline is not travel-related or the cost of travel to Milan cannot be justified by expected leads.
Best for
Companies outside travel, hospitality and destination marketing, or teams that already cover Italy through another trade show.
Min. budget
Not yet confirmed
Timeline
None — revisit if your portfolio expands into travel or MICE.
Risks
No major risks listed.
Trust footer
6
References
2
Publishers
0
Date checked
Fiera Milano
BIT
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