May 21, 2026
Sport is no longer just a reason to travel. It is the spark that sets destinations in motion. As the Olympics Winter Games of Milano Cortina 2026 approach, Italy enters a defining moment. Sport is already a major tourism driver for the country, generating an estimated €12 billion in 2024 (ENIT, Osservatorio Sport System).
In this context, BIT 2026, presented by Fiera Milano at the Rho fairgrounds from Tuesday 10 to Thursday 12 February, positions itself as the professional platform where the relationship between sport and tourism is interpreted, discussed and translated into concrete opportunities for destinations, operators and institutions.
At the heart of this reflection lies the Travel Makers Fest – a three-day programme spread across six dedicated plazas, fully integrated into the BIT exhibition layout and featuring more than 200 debates, seminars and discussions – where sport tourism is explored through a series of focused talks examining its long-term impact on destinations.
Beyond the Olympics: when the event becomes the destination
The Olympic Games represent the highest expression of global sports spectacle, but the real challenge for host cities begins once the spotlight fades. The concept of Olympic legacy opens a crucial question for tourism: what truly remains after the event?
This is the focus of Olympics. And then? The long wave of sporting events in Olympic cities, which places Milan alongside Paris and Barcelona to examine how major events can become catalysts for lasting attractiveness. The discussion looks beyond short-term visitor numbers to explore how redesigned infrastructure, renewed urban narratives and sustained international visibility can continue to generate tourism flows over time.
Tourism is framed as a core component of legacy-building: not only increased arrivals, but a rethinking of travel experiences, urban quality and cultural identity. The key takeaway is clear: major sporting events create long-term value only when embedded in a strategic vision capable of transforming sporting excellence into a permanent reason to return.
BIT 2025
Sport as storytelling: football and the city brand
The role of sport as a storytelling engine for cities emerges again in Squad Goals: How Football Drives City Branding, with a strong focus on football as a driver of urban tourism.
If the Olympics speak to the world at specific moments, football engages millions of people every day. More than a sport, it is a universal language that shapes collective imagination and influences travel choices. Iconic stadiums, historic clubs and legendary rivalries transform cities into year-round destinations for sport-driven urban tourism.
From Como to Bergamo, from Milan to Naples, football becomes a powerful tool for destination branding. Fans evolve into travellers, attracted not only by matches but by neighbourhood atmospheres, club museums, stadium tours and experiences that blend sport with lifestyle. The result is tourism that animates cities all year round, not just on match days.
Experiencing sport tourism first-hand
This narrative extends beyond content into lived experience. During BIT 2026, some Olympic disciplines will be hosted inside selected pavilions at Fiera Milano, adjacent to those hosting the exhibition itself. A unique spatial closeness that brings the connection between sport and tourism to life, allowing visitors to immerse themselves in the Olympic atmosphere while engaging with the international travel marketplace.
Alongside the Travel Makers Fest, the exhibition layout reinforces this vision by bringing together destinations, operators and specialised know-how. Here, sport tourism is positioned as a strategic tool for destination branding, seasonality management and international positioning, capable of activating mountain regions, cities and landscapes year-round.
As the countdown to Olympics Winter Games accelerates, sport is already reshaping how Italy is discovered and experienced. At BIT 2026, the industry gathers to understand how the momentum generated by sporting events can be transformed into long-term tourism value — turning global attention into lasting impact.
BIT 2026 takes place at Fiera Milano from 10 to 12 February.
Advertorial
Published in Sponsor
On the wilder, and quieter, side of Mont Blanc in the Valle d’Aosta, winter slows down with lots of events and fun for families and kids.
Safe and environmentally respectful trekking trailsSnow softens the landscape and invites a more mindful way of experiencing the mountains, and there easy access to the La Thuile winter complex which is on the border with France, and is an ideal destination for those seeking an authentic Alpine winter. As well as great ski slopes winter in La Thuile is designed to be inclusive and unhurried. Snow walks and snowshoe routes cross forests with panoramic viewpoints overlooking the Rutor Glacier, making the destination perfect for families and small groups, and with the La Thuile Infinity Trekking trails offering safe and environmentally respectful routes.
Lots of fun for kids and a museum of mountain heritage
For children there are snow playgrounds, creative workshops and playful activities and the historic center, with its stone houses and slate roofs, reflects the timeless rhythm of Alpine life, while the Maison Musée Berton museum offers insight into the area’s rural heritage and deep-rooted mountain culture.
Traditional Alpine cooking and desserts
The Vallee d’Aosta’s cuisine tells a fascinating story with iconic products such as Fontina DOP, Fromadzo, Lard d’Arnad and Jambon de Bosses, alongside traditional dishes like boudin, cured meats, mountain soups and tegole biscuits. And a special highlight is the chocolate Tometta, a signature dessert inspired by Alpine cheese and crafted with gianduia and Piedmont hazelnuts.
A Valentine’s Day carriage ride for couples
The long series of events aimed at families starts on 17 January, running through to 4 April. On Saturday 17 January Winter Sky in the Municipal Library, is a creative nature workshop for kids aged 3-5 and 6+ with hands on activities. Booking is required at the Municipal Library. On Saturday 14 February the Valentine’s Day Carriage Ride starts at 2.00 p.m. This romantic horse-drawn carriage ride through snowy landscapes is designed for couples. Advance booking recommended. On Tuesday 17 February Carnival on the Move at 3:00 p.m. is a parade departing from the village center. This is a free event, with no booking required.
Creative workshops for young visitors
On Saturday 28 February The Badger’s Mask, is a creative workshop for children aged 3–5 and 6+ in the Municipal Library. Booking required. On Saturday 4 April A Window onto the Mountain is a creative workshop inviting children to observe and reinterpret the landscapes of La Thuile. Limited places. Booking required at the Municipal Library.
Published in Leisure
Inbound tourism to Italy is on the crest of a wave according to ENIT’s monitoring data which crowns Italy at Christmas and New Year.
Long-haul trips to Italy rose by 43.8 percent
Monitoring tourists from 13 target markets, during Christmas, New Year and the Epiphany holidays, Italy saw an increase in tourist sales of 46.8% and up to 50% taking the EU countries. Long-haul trips to Italy also rose by 43.8%, driven by the United States, Canada, Mexico and Asian markets. From 30 December 2025 to 7 January 2026 the average saturation rate of Italian accommodation facilities stood at 47.8%, an increase of 2.6% compared to the same period in 2024. The Ministry of Tourism data puts Italy at the top of the European podium, ahead of its main European competitors, which do not exceed 47% over the same period.
Italy outdistanced destinations such as Greece, Spain and France
The figure shows a positive trend both in terms of absolute performance and international competitiveness, outdistancing destinations such as Greece, Spain and France. In particular, the Valle d'Aosta region posted a saturation rate of 66.72%, ranking first in terms of employment level during the period under study. This is followed by the Autonomous Province of Trento, with an average 66.04% and the Autonomous Province of Bolzano with 64.35%, thereby confirming the strong attractiveness of Alpine destinations for winter tourism and activities linked to the ski season. Significant performances were also found outside the Alpine regions with Umbria recording 56.03%, and the Abruzzo 51.5%.
Art and culture top the bill followed by food and wine
Artistic-cultural packages are the most requested by foreign tourists with Rome, Florence and Venice being the cornerstones of Christmas travel. Mountains and skiing with the Dolomites, and the Valle d'Aosta and Trentino regions were among the main choices especially for the Austria, Germany and Asian markets. Food and wine were in high demand 11.6%) while religious tourism and pilgrimages were strong in both European (8%) and overseas (7%) markets, driven by the Jubilee 2025, Rome and Assisi. Small towns and villages (7.5%) were in high demand from Canada, the USA and Australia, while Southern Italy had a lot of appeal for both macro-areas. And destinations such as Naples, the Amalfi Coast, Sicily, Apulia and Matera attracted tourists during the Christmas period, thanks to their traditions, mild climate and cultural and culinary offer.
Jelinic: "Italy as a destination continues to grow”
"Italy as a destination continues to grow. Visitors are arriving from countries close to us, while those from countries like the USA, Canada, Australia, and the entire Asian region, are also on the rise. Italy is chosen as a holiday destination by foreigners for manifold reasons: art, culture, sea, mountains, mild climate, food and wine, luxury and much more, testifying to the unique offer that our country is able to provide,- adds Ivana Jelinic, managing director of ENIT, the Italian National Tourist Board. .
Published in Cities & Regions
Bologna will become LOT’s fourth airport in Italy, starting at the end of March 2026.
Bolonga will be LOT’s fourth Italian city
From 30 March 2026, the Polish airline will connect Warsaw to Bologna’s Guglielmo Marconi airport six times a week, all year round, with Boeing B737 Max 8 aircraft. Bologna will therefore be the fourth Italian city, after Milan, Rome and Venice, to be connected with the Polish capital by the carrier.
Warsaw is LOT’s global hub
The operating schedule includes three flights in the morning and three in the evening. Every Monday, Wednesday and Friday departures will be from Bologna at 11.40 and the arrivals in Warsaw at 13.50. On Tuesdays, Thursdays and Sundays the departures with LO-330 from Bologna at 18.25 will arrive in Warsaw at 20.35. From Warsaw, Lot's global hub, passengers from Bologna will be able to make fast, direct transfers to numerous connecting flights, for example to New York and Chicago, Tokyo and Seoul, Delhi, Tashkent, Baku and Tbilisi, and Krakow, Oslo, Stockholm and Tallinn in Europe.
“Chopin Airport…ideal for connecting flights without long stopovers”
“For several years we have been witnessing very positive growth in Italy, with an increasing demand for our flights via Warsaw, particularly as Chopin Airport in the Polish capital is ideal for connecting flights without long stopovers,- says Amit Ray, director Italy, DACH markets, Malta, India, and global corporate and strategic sales manager Lot Polish Airlines. -We are excited about two new Italian services on 30 March 2026: the inaugural flight from Warsaw to Bologna and, as recently announced, the inaugural flight from Krakow to Rome.
Krakow-Rome Fiumicino tickets are already on sale
Krakow-Rome Fiumicino, tickets for which are already on sale, will also operate from 30 March 2026, with direct flights all year round. The route, again served by Boeing 737 Max8s configured with two classes of service on board, will operate on Mondays, Tuesdays, Thursdays, Fridays and Sundays, and during the winter Lot will connect the two cities four times weekly.
Published in Transportation
Loquis data has revealed the top ten most popular Italian destinations of 2025, with Cividale del Friuli and Città Sant'Angelo beating the big metropolises.
The world's first geo-localized travel podcast platform
In 2025 Italians changed course, leaving the big metropolises and increasingly opting for villages and lesser-known small towns, according to Loquis, the world's first geo-localized travel podcast platform. The top ten destinations on Loquis in 2025 are: Cividale del Friuli, Città Sant'Angelo, Trieste, Bard, Egna, Bagheria, Monopoli, Volterra, Cervara di Roma, and Pradleves.
Digital content can help redistribute tourist flows
This ranking clearly shows the new trend, confirming a growing interest in slower, more authentic tourism, far from the overcrowded big art cities. Listening to stories, anecdotes and geo-localized audio guides thus become an integral part of the journey and, often, the first step in choosing a destination. Users are turning to digital technology to discover lesser-known places, create alternative itineraries and experience the territory in a more conscious manner. Loquis is a privileged observatory on new tourist behaviour, intercepting travellers' preferences in real time and showing how digital content can help redistribute tourist flows, enhancing small towns and their narratives.
The first podcast platform dedicated to travel, free of charge
This trend is part of the constant growth of the platform, which has exceeded 10 million total listeners and over 2.2 million unique listeners in 2025, confirming the central role of audio in the storytelling of destinations and the way Italians travel. Loquis is the first podcast platform dedicated to travel, free of charge and accessible to everyone, via mobile app and the website www.loquis.com. Loquis is, in effect, an audio atlas that enriches the travel experience. The podcasts are geo-localized, available in seven languages, and divided into thousands of channels created by travel podcasters, travel bloggers, associations and experts who are passionate about places. It is also used by hundreds of local institutions, wine and food consortia, road and rail concessionaires, and publishers.
Published in Digital
Cortina d’Ampezzo promoted itself at Venice’s Marco Polo Airport with the claim: “Just 2 hours away from here.”
Cortina just two hours from Marco Polo Airport
The two companies are strengthening their collaboration with a territorial marketing campaign in the arrivals area of the terminal, reminding passengers of the proximity of Cortina and the Dolomites, which can be reached from Venice’s Marco Polo airport in just two hours.
Promotions in the arrivals area
A reminder visualized through evocative images of Cortina's mountains, accompanied by the iconic symbol of the red squirrel, inserted in the baggage reclaim area that becomes an international showcase for the Queen of the Dolomites. The initiative, which stems from an agreement between Cortina Marketing and the Save Group, is aimed in particular at raising awareness among travellers.
“Venice airport is…the airport of Cortina d'Ampezzo”
“Venice airport is in fact the airport of Cortina d'Ampezzo,- says deputy mayor Roberta Alverà. -Cortina and the entire area are launched towards international tourism development, following the visibility that the Olympics and Paralympics will give us, all synergies to collaborate in this development become fundamental.”
Extending airport flows over the winter period
“The collaboration with Cortina Marketing, in following up on what has already been started with the Fondazione Dolomiti Bellunesi, is part of our efforts to reduce the seasonality of traffic flows at the Venice airport, extending them over the winter period,- adds Camillo Bozzolo, Save Group aviation development director. -With less than 140 days to go before the Olympic and Paralympic Games, for which Marco Polo is the official gateway to the North-East, recalling the proximity of Cortina and the Dolomites to the airport is a valuable opportunity to reinforce this message.”
Published in Transportation
VOIhotels, Alpitour World's hôtellerie division, announces the acquisition of Cinisi Florio Park Hotel, to be renamed VOI Florio Resort.
Just eight kilometres from Palermo Airport
The project, following renovation, will see the Group invest some €20 million including the purchase and upgrading of the property, and is part of the strategy to expand the VOIhotels offer in Sicily, where there are already three resorts and three hotels in the VRetreats Collection,. Thanks to its strategic location, just eight kilometres from Palermo airport, the VOI Florio Resort reinforces its collaboration with the Group’s tour operating division, entering the Group's main brands. The Group’s airline Neos introduced direct Palermo-New York flights in June 2025, operating two weekly frequencies.
“Alpitour World is a benchmark for investors and operators”
The property, which is part of the VOIhotels offer, will be revamped from the 2027 summer season. "The acquisition of VOI Florio Resort is part of the expansion and investment we are pursuing with the aim of expanding our presence in the main Italian leisure destinations and upgrading existing properties. The Group's deep-rooted tradition in hospitality, which attracts national and international clients, also thanks to strong synergies with the other divisions, makes Alpitour World a benchmark for investors and operators interested in enhancing their assets in Italy,” says Paolo Terrinoni, CEO VOIhotels.
A resort immersed in the nature of the Gulf of Castellammare
The VOI Florio Resort is a 4-star property set in a park overlooking one of the most evocative stretches of coastline in western Sicily, the Gulf of Castellammare. The complex consists of 21 buildings, 17 of which have the 210 rooms which are on two floors. The central building houses the lobby, the bar and a panoramic restaurant with a terrace overlooking the sea. There is also a concession beach directly accessible via a short internal path, with sun loungers and umbrellas, and a swimming pool with hydromassage and a children's pool.
A spa and sports facilities
The Florio Beauty House, a 350-square-metre SPA with areas dedicated to treatments and wellness programmes and there is a conference centre for up to 400 people as well as sports facilities including 3 tennis courts, multi-purpose volley/tennis court, mini-golf, bowls, table tennis, archery area. Alpitour World's hôtellerie division now has 27 properties, including 18 VOIhotels beach resorts in the most beautiful national and international locations, and nine hotels in the VRetreats Collection in various Italian cities.
Published in Hospitality
Guild Living is an unprecedented holiday destination concept for the over-65s.
Destinations that symbolize beauty and culture
Founded in 2018 by Eugene Marchese and Michael Eggington, who both have decades of experience in the field of preventive health in Australia and the United States behind them, the company is aiming to expand its centres in Italy, planned in a number of destinations that symbolize beauty and culture.
Temporary and long-term stays
"We believe in the importance of investing in emotional wellbeing, in the ability to remain active, and in a sense of purpose for a longevity that is synonymous with fullness, meaning, and a desire to discover and learn, says Maria Rosa Musto, CEO of Guild Living Italia. -Guests who choose to spend a temporary stay, for example for a holiday period, or to move in with us for a new period of their lives, are looking to recover energy, treat themselves to a reset, but also for experiences as well as new friendships, and relationships. This is why visitors come for our wellness services, but often return for the community.
New residences in Siena and Trieste
After the residence in Siena, which opened in 2023 with more than 80 flats for permanent residents, for long stays or tourism of just a few days, new centres will welcome over-65 guests in the coming years. By 2027 a residence will be available in Trieste at the former Palazzo dell'Intendenza di Finanza, but over the next five years there are 15 new projects in the pipeline. From the shores of Lake Garda to Lake Maggiore and from Versilia to Fiesole, the total investment will be close to €500 million.
Italian lifestyle stays for international visitors
Short stays will be the focus of international travellers, eager to combine the Italian lifestyle with the Guild Way found in Guild Living residences with the main visitors expected from the US, Germany, the Netherlands, France and the UK. The Guild Living residences are divided into flats where guests can also be totally independent and use common facilities such as a restaurant, gym, spa and library, or participate in courses and cultural outings. In addition, thematic retreats with experts in yoga, mindfulness and nutrition are organized periodically, while the nursing staff is available 24 hours a day.
Published in Hospitality
The Olympic Spa hotel, a charming hotel in the heart of the Val di Fassa in Trentino, has reopened with a rich programme of slow activities and wellness rituals.
A new detox treatment and an art exhibition
The hotel's philosophy is based on “Con-Tatto,” the authentic rapport between people, nature and the local area and, on the occasion of the Milan-Cortina 2026 Olympic Games, which will take place 15 kilometres from the hotel, the Olympic Spa Hotel celebrates its Olympic roots. Two of the many novelties celebrating the Games will be the new Dolomiti Detox treatment by the Ladina Te Jaga Spa, and the exhibition of works by artist Andrea Fontanari, selected for the official posters of the Milan-Cortina 2026 Olympics.
An Olympic poster by Andrea Fontanari
The winter season also welcomes contemporary art with a selection of works by Andrea Fontanari, an artis chosen by Fondazione Milano Cortina, Triennale Milano, IOC and IPC to create one of the official posters for the 2026 Winter Olympic and Paralympic Games. His poster does not portray competition but tells the story of sport as a space of encounter, respect and shared humanity.
An exclusive Junior Suite package
For those who want to fully experience the Olympics, the Olympic Spa Hotel offers an exclusive package which includes an overnight stay in a Junior Suite or one of the superior category rooms with breakfast included, the possibility to dine in the hotel's main restaurant, a table at the ORT restaurant, and a daily programme of wellness rituals led by professional Aufgussmeisters.
Published in Hospitality
Vienna and Trieste are now connected by the new daily Railljet Öbb service, linking the two cities via Graz, Klagenfurt and Villach in just over six hours.
A geographic, economic and cultural link
Thanks to the new train service, the journey is no longer just a journey, but an experience. A project that stems from the desire to transform a railway line into a true cultural and tourist corridor, enhancing territories, communities and shared identities. The project is part of a wide-ranging vision that combines sustainable mobility, enhancement of the cultural heritage and development of the territories crossed. The train thus becomes a tool for connecting not only geographically, but also economically and culturally, capable of generating new opportunities and strengthening historical ties.
Combining rail with road, sea and other waterways
The new rail link is also a demonstration of how trains are experiencing a renaissance in Europe, and for good reason: there is no greener way to travel. Öbb is currently one of the few European companies investing in new services, allowing the transfer of people from one means of transport to another, combining rail with road, sea and other waterways. Thanks to the Koralm tunnel, time is shortened: departure from Trieste is at 14:22 (weekdays), 14:37 (weekends) with arrival in Vienna at 21:07, every day.
You can take bicycles on board
On board the carriages offer 42 seats in First Class, 6 seats in Business Class and 394 seats in Economy Class. Passengers have free Wi-Fi, a digital portal with films and music, a dining car with Austrian menus, quiet zones and family areas. For those who like to travel in an active and sustainable way there is space for bicycles. Öbb is also attentive to people with reduced mobility, ensuring that they can travel safely and comfortably.
“Experiencing Europe in a sustainable and comfortable way”
"With this new service Trieste and Vienna have never been so close. It is an invitation to discover, to meet, and to experience Europe in a sustainable and comfortable way," says an Öbb note.
Published in Transportation
Latest articles
Latest Video
Castellabate
Castellabate is a charming hilltop town located in southern …
461Castellabate
Castellabate is a charming hilltop town located in southern …
461- Our Partners -
Welcome to Italy
Italian Blue Route
Italian Blue Route
