Every transformation is born from a new outlook: and what BIT 2026’s Think Tank is now bringing to the travel sector is already reshaping how we envision Italy as the destination of tomorrow. The Think Tank is entering its most significant stage: from a laboratory of ideas to a resource of high strategic value for those working in tourism, especially those focused on inbound travel to Italy. Around its Advisory Board, made up of top experts in the fields of reputation, innovation, hospitality, culture and communication, the network is bringing together dozens of professionals whose transversal skills span the entire supply chain.
The objective is to enrich with high-profile content a platform that can transform ideas and intuitions into concrete tools to guide destinations, operators, DMOs and companies. This commitment finds expression in the programme of the Travel Makers Fest, the heart of the new concept of BIT 2026, presented by Fiera Milano from Tuesday 10 to Thursday 12 February, 2026.
From the professionalism of the Advisory Board to a programme full of ideas
Simon Anholt, founder of the Nation Brands Index and one of the world's leading experts regarding the reputation of countries, brings to the Think Tank the depth of work that has redefined the way in which territories and nations present themselves. A key principle emerges in his words: "A country's reputation is an economic engine. Italy's appeal is based on cultural depth, beauty and humanity, but reputation only grows when narratives are consistent and authentic.”
Joining him, Paolo Audino, a senior advisor with long experience in destination strategies and international development, underscores the transformation of the role of the events’ sector: "Trade fairs are no longer just marketplaces; they are platforms for knowledge, relationships and inspiration. The commercial role is markedly reduced compared to the past, to the advantage of educational content and qualified networking'.
For her part, Giovanna Manzi, hospitality expert and former CEO of Best Western Italy, brings a perspective centered on innovation and human capital. "Technology is playing a prominent role because it improves the communication and contextualisation of the experience. AI frees up time and adds skills, making hospitality more efficient and more human at the same time."
From her point of view, Caroline Schaefer, an expert on international trends and European tourism dynamics, brings to the Think Tank a vision that combines strategy, market and sustainability. "The connection between air capacity, destinations and tourist flows revolves around three key words: accessibility, sustainability and strategic connectivity. True added value is created when carriers, airports, tourism boards and territories know how to dialogue and build development strategies together: today the competitiveness of international tourism hinges on this systemic collaboration”
Finally, Paolo Verri, a cultural strategist and protagonist of projects such as Matera 2019, focuses on narrative as a competitive lever. "Places can and must be “sexy.” We must not reveal everything but let people discover the hidden parts little by little: this is the real secret of good tourism communication. Destinations that work are those that build participation, not just audience: culture is the connective tissue of a community, and the traveller immediately understands when what surrounds him is authentic or fake. A good narrative is based on small, minute, diffuse stories that stick to spaces and in our minds: it is from those fragments in chiaroscuro that the living identity of a territory emerges.”
An emerging palimpsest: data, reputation, culture, innovation
A multitude of perspectives is shaping the definition of the Travel Makers Fest schedule, where the sector’s key themes for future development will come to light.
The programme includes appointments that directly reflect the Think Tank's guidelines: from the strategic weight of reputation in the talk ‘Italia Mammamia: come il mondo vede l'Italia,’ (Italia Mammamia: The World’s View of Italy) in which Simon Anholt will present an exclusive preview of the latest data on the Italian national brand, to the rewriting of the cultural imagery in ‘Nessun luogo è lontano,’ (No Place is too Far) and the new visual narratives in ‘Il potere delle immagini’, (The Power of Images) with reflections on the country's aesthetic identity in ‘Italia, museo a cielo aperto’ (Italy an Open-Air Museum)
These are joined by panels dedicated to innovation and the evolution of the digital experience, big data, the impact of AI, and the intersection between hospitality, culture and distribution. This forms a mosaic that converts the major market transformations into practical tools for territories and businesses. The masterclass that Simon Anholt will dedicate to destinations and territorial entities will also have a distinct role in this journey, designed to support those working on the positioning of territories through an advanced reflection on reputation and long-term strategies.
Travel Makers: the community that is shaping the future of tourism
Perspectives that share the same approach, which guide the entire new concept of BIT 2026: looking at travel no longer from the point of view of the product, but from that of people. Of those who design the journey, build it, or experience it. Each one adding their own value to the chain. Each with their own interests, skills, desires and passions.
Each of us, bringing our own unique contribution, thus become Travel Makers: a vibrant community of professionals, intermediaries, creators and travellers. At BIT 2026, in addition to the Travel Makers Fest, appointments such as Next Level, with the Travel Agents Academy, the Hospitality Academy, the Storytelling Farm and the Discovery Italy Academy will all offer dialogues with innovation, hospitality, mobility and intermediation. As will Future Travel Minds, the event created to give voice to and build the new generation of Travel Experts and industry leaders; and the six themed districts of the exhibition itinerary in which the Italian and international offer dialogues with innovation, hospitality, mobility and intermediation.
For those operating in the inbound sector - DMCs, travel advisors, luxury operators and international buyers - BIT 2026 charts a clear direction: Italy's competitiveness will depend on its ability to transform identity into authentic experiences, innovation into human value, mobility into accessibility and culture into a strategic narrative shared between territories.
For the international travel community BIT 2026 is the place to explore these visions, transforming content, ideas and connections into strategies. The appointment is from Tuesday 10 to Thursday 12 February, 2026 at Fiera Milano.
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