Everything is ready for the debut of the Calabria Region at the next edition of the BIT – International Tourism Exchange, scheduled from Tuesday 10th to Thursday 12th February at the Fiera Milano exhibition center (Rho).
In one of the main global showcases of the tourism sector, Calabria presents itself to international buyers and visitors thanks to a record-breaking 2025 season and a strategy of profound renewal of the offer. A path that has led the region to present itself today as a competitive, attractive and usable destination 365 days a year, with deseasonalisation now becoming a consolidated reality.
A choral narrative between sport and innovation
The 2026 edition of the Bit, dedicated to Travel Makers and strongly influenced by the combination of technology and sport, also in the year of the Milan-Cortina Winter Olympic Games, will see Calabria as the protagonist with a structured program of initiatives. A choral narrative that involves people, businesses and institutions, called to describe the territory through plural, authentic points of view deeply rooted in local experiences.
President Occhiuto: “A Calabria that runs”
“This year we will be at Bit – declared the president of the Calabria Region, Roberto Occhiuto – not to tell what we were, but to show what we have become: an Extraordinary Calabria that stopped feeling sorry for itself and started running. The data proves us right: 2025 was the year of records and 2026 will be the year of international consolidation. We are no longer a second-class destination, but a destination that focuses on quality and identity”.
Occhiuto then underlined how the regional tourist offer now lives all year round: “From the snow of Sila and Aspromonte, which have nothing to envy of the Alpine resorts, up to the villages, the authentic soul of the Mediterranean. We invest in slow tourism, on the Cycle Route of the Parks, in the protection of the territory and in purification. Today investing in Calabria means betting on a region that has decided to be the protagonist of its own future”.
Territorial development strategies and models
According to the regional councilor for Tourism, Giovanni Calabrese, “the 2025 data speak clearly: a record growth never recorded before. At Bit 2026 we are not just bringing numbers, but a true model of integrated territorial development”.
Calabrese recalled the new public notice Calabria Atattiva, designed to strengthen hospitality and enhance the identity of the Municipalities: “We want every corner of the region, from the innermost village to the busiest coast, to be ready to offer an experience of excellence. We continue to invest in eco-sustainable tourism, because quality of life is our best business card for conscious travelers and for returning Calabrians”.
Beyond stereotypes: a year-round destination
“Through the Department of Tourism, Culture and Territorial Identity – stated the general manager Roberto Cosentino – we talk about a renewed Calabria, which overcomes stereotypes and enhances the uniqueness of each community: from mountain landscapes to over 800 kilometers of coastline, from villages to traditional tourism. With initiatives like Calabria Attattiva we invest in quality, sustainability and hospitality, making Calabria a credible and long-lasting destination all year round”.