BIT 2026: Lombardy relaunches tourism and the Olympics Milano-Curtain

Culture and tourism as Lombardy's "oil", the permanent center of gravity of regional development policies. This is the message launched by the President of the Regional Council of Lombardy, Federico Romani, who spoke at the inauguration of the BIT – Borsa Internazionale del Turismo 2026, scheduled until February 12th in Rho Fair Milano.

According to Romani, the tourism sector represents a strategic asset around which investments, infrastructure, and territorial promotion must revolve. From this perspective, the Winter Olympics Milano-Cortina 2026 They represent a unique opportunity to strengthen the attractiveness of the Lombardy region, generate economic benefits, and consolidate the region's international positioning.

Olympics Milano-Cortina 2026: economic and promotional leverage

The 2026 edition of the BIT takes place in an extraordinary context, marked by the upcoming Olympic Games. For Lombardy, the Winter Games represent not only a sporting event of global importance, but a structural lever of economic development, capable of activating tourist flows, investments and media visibility.

The coincidence of BIT and the Olympics amplifies the trade fair's reach, transforming it into a strategic networking platform for operators, public bodies, and international stakeholders. This opportunity, according to regional institutions, should translate into concrete benefits for local communities and the entire Lombardy tourism system.

The institutions present at the inauguration

The inaugural ceremony of the Lombardy Region stand was attended, alongside Federico Romani, by the President of the Region Attilio Fontana, the Minister of Tourism Daniela Santanchè, the Regional Councillor for Tourism, Territorial Marketing and Fashion Deborah Massari and the President of the Fiera Foundation Milano Giovanni Bozzetti.

The joint presence of regional and national institutional representatives highlighted the strategic value of the event and the centrality of Lombardy in the Italian and European tourism landscape.

Lombardy "Experience to Live": An Immersive Stand

The Lombardy Region is participating in BIT 2026 with a 756-square-meter exhibition space in Pavilion 11, hosting 48 co-exhibitors. These include 36 tourism operators in the BIT Seller area and 12 public entities in the Territories area, selected through the "First Semester 2026 Trade Fair Call."

This year's concept is "Lombardy: An Experience to Live." The stand offers an immersive journey that showcases the region through its highlights: fashion, design, sport, culture and gastronomyA sensory journey that highlights Lombardy's ability to combine tradition and innovation.

Fashion and design emerge as identifying symbols of regional craftsmanship. On display are Como silk fabrics, ceramics from the Paravicini Laboratory, the iconic “Arco” lamp designed by Achille Castiglioni e Pier Giacomo Castiglioni, in addition to the textile creations of Anna Monti. Also present are two high fashion dresses designed by Valentino Garavani e Giorgio Armani, inserted in a setting that recalls a historic residence.

Food and Wine and Regions: A Tale of Lombardy's Flavors

Ample space is dedicated to Lombardy's winemaking, with an experiential area that allows visitors to learn about the four main regional wine types: white, red, rosé, and sparkling. This journey illustrates the production areas and the most representative labels, strengthening Lombardy's image as a top-notch wine tourism destination.

Inside the space dedicated to regional icons there is also a section dedicated to the Olympics Milano-Cortina 2026, with a themed photo booth that allows visitors to symbolically immerse themselves in the atmosphere of the Olympic snow.

Innovation and digital tourism: the virtual guide Virgilia

During his visit to the fair, Federico Romani met the President Luigi Recupero at the stand of Virgilia, the virtual guide to Italy that integrates technological innovation and tourism promotion.

The project represents an example of how digital can become a strategic tool for enhancing the national cultural and landscape heritage, offering personalized and interactive experiences to visitors.

A rich programme for the three days

The three-day BIT is enlivened by a calendar of events created in collaboration with the Federation of Wine and Flavor Roads of Lombardy, ERSAF Lombardy, UNPLI, the Como-Lecco Chamber of Commerce, Municipality of Mantua andIntrecci Association.

A program that combines territorial promotion, the valorization of local traditions, and networking among operators, consolidating the BIT as a key event for Italian tourism.