The BIT 2025 has officially kicked off in Milan, running from February 9 to 11, with Lombardy showcasing itself as one of Italy’s leading tourist destinations. The Regional Councillor for Tourism, Fashion, Territorial Marketing, and Major Events, Barbara Mazzali, announced that in 2024, 53.5 million stays are anticipated, marking a 9.42% increase compared to the previous year. This figure highlights the region’s appeal to international visitors, who account for 67% of total stays. During the fair, tourism operators will have the opportunity to explore the various experiences Lombardy has to offer, from natural beauty to culinary treasures.
At the Lombardy stand, which spans over 700 square meters, events dedicated to local gastronomy and design will take place. Among the main attractions will be a show-cooking demonstration by chef Enrico Turla and tastings of Franciacorta wines. Additionally, discussions will revolve around significant upcoming events such as the 2025 Jubilee and the 2026 Winter Olympics in Milan-Cortina. Lombardy aims not only to solidify its position in international tourism but also to promote an authentic image through the ‘Lombardia Style’ photography contest, which seeks to highlight lesser-known places and local stories.
