BIT 2025: An opportunity not to be missed for Oltrepò Pavese

The BIT – International Tourism Exchange 2025, taking place at Fiera Milano – Rho until February 11, is an unmissable event for the tourism sector. With over 1,000 exhibitors from 64 countries, this exhibition provides a prestigious showcase for Italian destinations, fostering connections between professionals, institutions, and businesses.

Thanks to its winemaking tradition and rich natural heritage, Oltrepò Pavese has the opportunity to strengthen its tourist appeal. Ho.Re.Ca. sector operators are present to enhance the region and establish new strategic partnerships. The event allows the promotion of products and services to a qualified audience, supporting local economic development and positioning Oltrepò as a top destination for food and wine tourism.

BIT 2025 offers unprecedented visibility for Oltrepò Pavese, allowing the region to be promoted to an international audience of tourism operators, buyers, and media. The event’s thematic areas, such as the Leisure Area and the Digital Area BeTech, provide dedicated spaces to highlight local uniqueness and innovations in the tourism sector.

This increased international exposure translates into a rise in experiential tourism, with a particular focus on:

• Winery visits and farm stays.
• Excursions and trekking to explore Oltrepò’s breathtaking landscapes.
• Green and sustainable tourism, increasingly in demand by travelers.

Through conferences, B2B meetings, and networking opportunities, operators can develop targeted marketing strategies and strengthen their brand identity. The integration of technology and tradition enables operators to differentiate their tourism offerings, reaching new market segments and expanding their visitor base.

BIT 2025 presents tangible opportunities for economic growth by enabling:

• Collaborations with tour operators and investors.
• Promotion of food and wine exports, increasing the presence of Oltrepò wines in foreign markets.
• Encouragement of investments in hospitality structures, restaurants, and experiential activities.

Digital innovation is a key factor in enhancing tourism promotion and booking management, making Oltrepò an increasingly competitive international destination.

BIT 2025 is a unique opportunity for Oltrepò Pavese to strengthen its position in the tourism market. Through a targeted promotional strategy and the creation of new collaborations, the region can solidify its role as a premier destination for food, wine, and environmental tourism.

The success of tourism in Oltrepò will depend on the ability to innovate while preserving its historical and cultural roots. Events like BIT 2025 provide a strategic opportunity to tackle new challenges and turn them into competitive advantages, ensuring sustainable and long-term growth for the region.