Italy is taking significant steps to adapt its tourism sector to the challenges of climate change and the digital era. At the Borsa Internazionale del Turismo (BIT) in Milan, from February 4 to 6, the National Tourism Agency (ENIT) will showcase the country’s latest advancements in these areas.
The event will feature over ten conferences, highlighting the collaborative efforts between ENIT and various institutional and technical partners. These include Maeci, Federcongressi, Fs, Trenitalia, Unioncamere/Isnart, Touring Club, Fondazione Sant’Agata, and local bodies, aiming to present new sector trends and perspectives.
A key focus of ENIT’s presentation at BIT 2024 is the development of marketing strategies to promote “Made in Italy” through digital innovation. This approach is designed to enhance the promotion of Italian tourism while emphasizing sustainability and the opening of new routes and paths, according to a press release.
The tourism industry’s response to climate change is also a critical topic at the event. With input from industry experts, including personalities from Bocconi University, discussions will cover the impacts of climate change on tourism and introduce new tools for operators in the sector to enhance sustainability.
ENIT President and CEO Ivana Jelinic has highlighted Italy’s commitment to the tourism sector’s growth, focusing on sustainable and responsible tourism. She emphasizes Italy’s readiness to offer high-quality services to international tourists, ensuring unforgettable experiences.
The program for BIT 2024 includes a range of topics, from innovative marketing models and the economic observatory on the Meeting Industry to sustainable development in cruising tourism. These discussions aim to provide industry operators with the necessary tools and services to meet current challenges.
One of the highlighted events is a presentation on hiking tourism by the Touring Club Italiano, analyzing the demand and supply of routes and paths in Italy. This reflects the growing interest in outdoor activities among tourists and the need for sustainable infrastructure to support this trend.
Italy’s efforts at BIT 2024 demonstrate the country’s proactive approach to integrating digital technologies and sustainable practices in tourism. These initiatives are expected to contribute significantly to the sector’s economic and social growth, setting a benchmark for others to follow.
As Italy continues to navigate the complexities of the digital revolution and climate change, its participation in BIT 2024 is a clear indication of the country’s dedication to enhancing its tourism sector.
Visitors and industry stakeholders are encouraged to engage with the event’s offerings, as Italy showcases its commitment to a sustainable and digitally advanced future in tourism.