BIT Milano 2027 runs 9–11 February at Fiera Milano Rho. Ticket price, public access, the buyer programme, speedy meetings and how to reach Halls 9 and 11.
Cover image: Visitors on the central walkway at the fieramilano exhibition centre in Rho, venue of BIT Milano (file photo) — photo by Goldmund100 at Italian Wikipedia, CC BY-SA 3.0, via Wikimedia Commons.
BIT Milano 2027 runs from Tuesday 9 to Thursday 11 February 2027 at Fiera Milano Rho, in Halls 9 and 11, and there are no trade-only days: the organiser says travel enthusiasts can attend on any of the three days with an admission ticket, priced at €20 on site. BIT, the Borsa Internazionale del Turismo, is Italy's international tourism trade fair, run by Fiera Milano, and 2027 is its 47th edition.
It is built for what Fiera Milano calls “travel makers”: agents, tour operators, MICE planners, travel designers and content creators, plus the destinations and suppliers selling to them. The venue is the Rho exhibition district, not Allianz MiCo, the group's congress centre in Milan.
Who exhibits and who attends BIT Milano?
The 2026 edition ran at Rho from 10 to 12 February 2026 with more than 1,000 exhibitors, over 39% of them from abroad, from 54 countries, according to the organiser, and more than 450 expert contributions at its Travel Makers Fest.
Exhibitors sit in six districts: Italy, World (medium- and long-haul destinations), Travel Expert, Hospitality, Innovation and Transportation. New for 2027, a “Why | Travel by Motivation” area groups product by reason for travel, in seven clusters from Sport & Outdoor and Wellness, Thermal & Longevity to Wedding & Romance, Business & MICE and Food & Wine, plus a Tech, Hospitality & Innovation hub. Fiera Milano says it will recruit international buyers worldwide for these clusters.
The organiser's 2025 closing report says hosted buyers came from 49 countries that year: 45% from Europe including Italy, 27% from the Americas, 18% from Asia (including CIS countries) and Oceania, and 10% from the Middle East and Africa. BIT wants decision makers with significant purchasing volume in travel services or events across several destinations: travel agents, tour operators, OTAs, luxury travel advisors, wedding planners, corporate travel managers and MICE or PCO operators.
How to attend BIT Milano: tickets, buyer status and public access
Tickets run through Fiera ID, Fiera Milano's single user account, which also handles invitation codes and the Digital Platform. As of 1 November 2026, the FAQ gives only the on-site price; online sales information “will be available soon”. Tickets are non-refundable.
| Route in | Price | Notes |
|---|---|---|
| Admission ticket | €20 at the venue | Online prices not yet published; Travel Makers Fest included |
| Ages 0–10 | Free | Ages 4–10 need a free ticket |
| Ages 11–17 | Reduced | Price not stated in the FAQ |
| Hosted buyer | By invitation | Waiting list only, as of 1 November 2026 |
| Independent buyer | Apply | Travel and hotel not included |
Is it open to the public? Yes, on every day, with a ticket. The Italian FAQ is firmer than the English one about who the show is for: “Bit27 è un evento riservato ai travel makers”, or “Bit27 is an event reserved for travel makers” (our translation), where the English page says “dedicated to”. It then adds that “travel enthusiasts can attend on every day by buying an admission ticket” (our translation). Expect professionals and travellers in the same halls.
Hosted buyers take part “by invitation only, through the BIT agent network” of brand ambassadors abroad, backed by Italian Chambers of Commerce. Those places are “currently fully booked”, so new applicants join a waiting list. Independent buyers apply openly and get a three-day pass, themed speedy meetings, a VIP lounge, networking events and chat with exhibitors from January 2027. In return they must attend the speedy meetings and cancel appointments at least 24 hours ahead; no-shows affect future eligibility.
Media accreditation details “will be published soon”, the FAQ says. Students have Future Travel Minds, a full day for young professionals, and the new Bit Young project, which aims to involve 2,500 under-35s.
Networking at BIT: speedy meetings, diaries and the Travel Makers Fest
Exhibitors' digital appointment diaries open on 13 January, according to the BIT27 FAQ, for meetings with buyers at their stand. On day one, Meet&Greet seats selected buyers at tables marked with their company and country, and sellers approach them. Themed “Straight to the Point” speedy meetings run in the Buyers Lounge, Hall 9, in 45-minute slots: two on 9 February and three on 10 February, with no pre-assigned tables, according to the programme as of 1 November 2026, which may change. Only exhibitors and selected buyers take part. Participants are asked to print their badge before arriving; there are no printed show materials, and all content is online.
The Travel Makers Fest, three days of talks and workshops set between Halls 9 and 11, is included in the ticket, though some sessions may need Digital Platform registration. The 2027 theme is “The Power of Trust”. Announcing it in May, Emanuele Guido, Fiera Milano's Head of Home, Fashion and Leisure Exhibitions, said “trust is once again becoming the true strategic value of the entire travel ecosystem”.
Getting to Fiera Milano Rho and where to stay
The address is Strada Statale Sempione 28, 20017 Rho. Fiera Milano's visitor guide lists metro line M1 (Red Line) to Rho Fieramilano and Rho Fiera station, served by high-speed, regional and Trenord S5, S6 and S11 trains. Paid buses run from Linate, Malpensa and Orio al Serio airports. A shuttle links the East and South gates.
BIT's Trenitalia offer takes 20% to 75% off base fares on Frecce and Intercity trains from two days before to two days after the show, with agreement code MILANOFIERE; carry your badge on board. Cars cannot enter the district, but there are more than 10,000 parking spaces. Driving a hired car? See our guide to international driving permits for Italy. Italy is in the Schengen area, and our Schengen visa guide covers the 90/180-day rule and EES checks.
For hotels, BIT's accommodation page links to the show's official hospitality agency for BIT 2027, which takes individual and group bookings.
How does BIT compare with FITUR and ITB Berlin?
FITUR runs from 20 to 24 January 2027 at IFEMA MADRID, trade only for the first three days and open to the public on 23 and 24 January. ITB Berlin follows from 16 to 18 March 2027 at Messe Berlin, for trade visitors only; Messe Berlin reported 5,601 exhibitors from 166 countries in 2026. BIT sits between them and, unlike either, admits ticket-holding travellers on every day. All three are in our travel trade show calendar.
Frequently asked questions
When is BIT Milano 2027?
BIT Milano 2027 runs from Tuesday 9 to Thursday 11 February 2027 at Fiera Milano Rho, in Halls 9 and 11, Strada Statale Sempione 28, 20017 Rho. Visitor hours are 9:30 to 18:00, according to the organiser's FAQ. It is the 47th edition; the 2026 show ran from 10 to 12 February 2026.
Is BIT Milano open to the public?
Yes. The organiser describes BIT as an event for “travel makers”, meaning travel professionals, intermediaries and content creators, but its FAQ says travel enthusiasts can attend on every day by buying an admission ticket. It names no separate public day and no trade-only day. Under-4s enter free and ages 4 to 10 get a free ticket.
How much does it cost to attend BIT Milano?
As of 1 November 2026, the organiser lists the admission ticket at €20 when bought at the venue and says details of online sales will follow. Tickets are bought through a Fiera ID account and are non-refundable. The Travel Makers Fest needs no extra ticket, and ages 11 to 17 pay a reduced price.
Where is BIT Milano held?
BIT is held at Fiera Milano Rho, the fieramilano exhibition district at Strada Statale Sempione 28 in Rho, not at Allianz MiCo, Fiera Milano's congress centre in the city. The 2027 show uses Halls 9 and 11. The nearest stops are Rho Fieramilano on metro line M1 and Rho Fiera railway station.
How do I become a hosted buyer at BIT Milano?
Hosted buyer places are by invitation only, through BIT's agent network, and as of 1 November 2026 the organiser says they are fully booked, though you can join a waiting list. Alternatively, apply as an independent buyer for a three-day pass, speedy meetings and lounge access, paying your own travel and hotel.
Sources
- BIT Milano, FAQ (English)
- BIT Milano, FAQ (Italian)
- BIT Milano, Buyer programme
- BIT Milano, Speedy Meeting
- Fiera Milano, The Power of Trust release (14 May 2026)
- BIT Milano, Straight to the Point speedy meetings programme 2027 (PDF)
- Fiera Milano, Bit Young launch release (27 October 2026)
- Fiera Milano, BIT 2026 closing release (13 February 2026, Italian)
- Fiera Milano, BIT 2025 closing report (19 February 2025, Italian)
- Fiera Milano, Visitor information
More upcoming Europe travel trade shows
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- 17–19 November 2026IBTM World 2026L'Hospitalet de Llobregat, Spain
- 30 November–3 December 2026ILTM Cannes 2026Cannes, France
- 7–10 January 2027The GetAway by Vakantiebeurs 2027Utrecht, Netherlands
- 20–24 January 2027FITUR 2027Madrid, Spain
- 4–6 February 2027EMITT 2027Istanbul, Türkiye
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