1,062 and still growing. With about two weeks to go before the first Bit Digital Edition, which will be held online from the 9th to the 11th May for operators and from the 12th to the 14th for travel enthusiasts, more and more players in the industry are putting their trust in the huge investment - not just financial, but also through commitment and passion - that Fiera Milano is making to support the relaunch of tourism in Italy through a concrete digital transformation of the sector.

Why? Because Bit Digital Edition is much more than a high-tech evolution of Bit. Capitalizing on all the innovative power of the Fiera Milano Platform, the ecosystem of digital services developed by Fiera Milano, Bit Digital Edition is a new, effective "machine" that provides operators and travel enthusiasts with a portal full of destinations, transport providers, accommodation and a range of offers. Exhibitors can showcase their offerings in engaging and interactive ways - such as short videos - network with Italian and foreign buyers and engage in dialogue with holidaymakers. In turn, buyers can identify and connect even more easily and effectively with sellers who are offering something that meets their needs, while tourists will have the opportunity to discover new destinations, experiences, hospitality and transport solutions with unparalleled breadth and effectiveness.

I believe that, in the post-pandemic scenario,” explains Roberto Pagliara, Chairman of Nicolaus and Valtur, “travel will still be a primary commodity in consumer shopping lists. But what will most likely be different is how we approach travel. Safety, from travel ancillary to a matter of choice. Travelers now see the security of their trip and the flexibility and assurance to deal with unforeseen events as so important that it has become a basic requirement. Awareness in the choice of travel, as well as the type and destination of travel, and the role of the tourist agent. The pandemic has contributed, where necessary, to better define the importance of specific know-how and experience in travel organisation, destination knowledge and customer care activities.”