Leaving the uncertain summer behind (in August, drop in presences kept down to 1.1% thanks to a 2.1% increase from abroad), the tourism industry now looks to the future.
Initiatives
like the government’s Strategic Plan, in the final stages of being
defined, meeting with the appreciation of Regions, or the “Gioielli
d’Italia” notification that will make the most of the excellences
amongst the “minor” locality, make us confident that Italy is
understanding the importance of developing quality tourism in terms
of the Italian economy.
In
this context the trade
fair sector is ready to do its bit. And to the
forefront, there is Bit – International Tourism Exchange, event
leader in the Italian sector and one of the leaders in the world,
with 2,000 exhibitors from 120 Countries on 86,000 square metres in
the 2012 edition.
The
new concept of Bit 2013, from Thursday 14th to Sunday 17th February
in the Rho exhibition centre, is designed to bring together business
and business, facilitating business agreements and tourist
promotions. And the markets are reacting favourably, with the first
prestigious registrations.
Key
countries and top players on their way
A
number of tourism bodies have already confirmed that they will be
attending Bit 2013.
From
Europe we have Austria, traditional marketing for Italian incoming:
first foreign tourist
destination for Austrians (over 21%), Italy earns
5% of its tourist currency takings (Banca d’Italia figures) from
over the Brennero.
And
Russia – one of the most interesting markets of the BRIC countries
– is also coming: Russians are particularly passionate about the
cities of art, the winter mountain resorts and the Adriatic Riviera,
where their presence was decisive in keeping the August numbers in
Emilia Romagna, despite the drop in Italians.
Other
significant confirmation is
coming in from a traditional area that still has plenty of margins
for growth – the Mediterranean basin: from here the Bit offices
have already received a “yes” from Cyprus, Israel, Tunisia and
for the first time, Malta.
The
heavyweight Asian confirmation comes from India, with the
world’s second highest economic growth: at the moment, there are
about 400,000 Indians in Italy (ENIT figures), big spenders from the
higher classes, very attracted by the Italian lifestyle, with a huge
potential for growth: in India there are 5 million “super-rich”
(Italian-Indian Chamber of Commerce figures). And the “Incredible
India” is also one of the favourite outgoing destinations for out
own Italians.
From
the American continent the United States has already given the thumbs
up, itself the most popular non-European destination for Italians and
a consolidated origin of visitors for our cities of art and our
coastal resorts; the Dominican Republic, one of the Caribbean
destinations that Italians love the most because of its unmistakeable
mix of white, sandy beaches and crystal clear waters, together with
the Hispanic culture;
and Argentina, which wins over Italians with the tango, pampas and
mate, the drink of the Gauchos, combining Latin American charm with
the familiarity of a country where over 50% of the population has at
least one Italian ancestor.
In
terms of industry players, confirmed airlines include Livingston Air
and Air Dolomiti; tour
operators, Just Brazil specialising in the South
American giant.
What’s
new at Bit 2013
Innovation
concerning all the sectors of Bit is drawing the attention of the
trade.
The
Italy sector optimises the visiting experience by introducing four
maxi themes: food&wine, culture, nature, sports.
And
the Tourism Collection has become a Business Village (pav. 2/4, next
to The World area) that will open to the trade only from Thursday
14th to Saturday 16th February to promote contact between similar
businesses: tour operators, cruises,
hotel chains, airlines, sea and railway carriers, rentals, services
and technologies companies.
The
offer is completed by training events and the ADUTEI, Destination and
Travel Training salons, which registered a
turnout of over 2000 trade operators in the 2012 edition.
There
are also new things in store for the two traditional Bit workshops –
Bit Buyitaly and Bit Buy Club.
At
Bit Buyitaly (43% of new Buyers and 18,000 appointments in 2012) the
days will be broken down into Leisure, Culture/Food&Wine, Luxury,
MICE/Business
Travel.
The
first day will focus on the pre-set appointments at the stands (for
those regions with stands with an area of more than 200 m²) followed
by the ones inside Buyitaly. What’s more, the Seller pass will no
longer be locked into participation as Co-exhibitor.
An
area dedicated to On Line Travel Agencies (OLTA) will enable contacts
with the key players in this sector.
700
selected buyers are expected from more than 60 countries, with a
“careful eye” on the strongly developing nations: Brazil, Russia,
India and China (BRIC) and eastern European countries.
Bit
Buy Club is devoting a full day to group travel operators, when 150
national and international sellers, selected fromtour operators,
travel agencies and marketing consortiums will meet more than 100
national and international buyers from 11 Countries – company
recreation clubs (CRAL), theme associations and clubs, as well as
interest groups.
Bit
is also a business-to-consumer moment, giving access to the competent
and qualified travelling public with very active influence on the
social networks: Bit 2013 has also developed a strong online
strategy, with the revamped website www.bit.fieramilano.it and a
presence on all the main social networks and on YouTube.