Travel
BIT 2026 in Milan changes the rules: Travel Makers, collaboration and the new role of artificial intelligence take center stage
Find out how BIT 2026 in Milan turned the travel trade fair toward the people who create journeys: Travel Makers. We bring the key messages about collaboration, AI, storytelling and managing the growth of tourism, and why it matters in the Olympic year. Learn what this means for destinations, agencies and cities like Milan, and how the relationship to reputation and sustainability is changing.
17.02.2026