BIT Milan 2026: Campania Takes Centre Stage with “Spazio Campania” from 10 to 12 February

From 10 to 12 February 2026, the Campania Region is in the spotlight at BIT – the International Tourism Exchange of Milan with Spazio Campania, a dedicated area within Pavilion 11 at Fieramilano Rho (stands F23–F41, K24–K42), conceived as a platform for institutional dialogue, territorial promotion and the showcasing of regional excellence.

Campania’s presence at BIT opened with the press conference “Tourism and Cities: Region and Local Authorities for a New Programming Framework”, marking the political and strategic launch of the region’s participation in the event.

Speakers included Vincenzo Maraio, Regional Councillor for Tourism of Campania; Teresa Armato, Councillor for Tourism of the City of Naples; Francesco Morra, Regional President of ANCI Campania, alongside representatives of trade associations. The discussion focused on building a shared strategy between the Region and local authorities, based on integrated governance, institutional coordination and new models of tourism planning.

Significant attention is also given to new tourism segments — cultural, nature-based, religious, craft and food-and-wine tourism — with a focus on digital innovation, experiential itineraries and the enhancement of local identities. Within this framework, BIT also hosts a strategic reflection on regional tourism logistics, with a panel dedicated to the role of ports and airports as major hubs for Campania. Among the speakers is Andrea Prete, National President of Unioncamere, who offers a system-wide perspective on the importance of infrastructure and access networks for destination competitiveness.

Over the three days, particular emphasis is placed on the panel “America’s Cup, Coastal Areas, New Links for Inland Territories, for the Whole of Campania”, dedicated to the opportunities generated by major international events and the strengthening of logistical connections between coastal areas and inland territories. At the heart of the debate is the need to distribute tourist flows across the entire region, enhancing small municipalities and inland areas alongside more established destinations.

The programme is completed by thematic roundtables on cycle tourism, walking routes, nature trails and the development of territorial DMOs, as well as tasting sessions curated by the Campania Region and Agenzia Campania Turismo, supporting the integrated promotion of the regional tourism offer.

The Regional Councillor for Tourism, Vincenzo Maraio, stated: «BIT is a major event for Campania. At Spazio Campania we will present the entire regional system: our excellence, the coastal areas and, above all, the inland territories, with an integrated vision that embraces all forms of tourism. The Region will take the field with a unified proposal, focusing on logistical connections, innovation and territorial enhancement to build an inclusive and competitive tourism development model».

Giuseppe Ariano, Head of Marketing and Communication at Scabec – Società Campana Beni Culturali, highlighted "the strategic role played by the Campania Artecard project in terms of cultural promotion. Campania Artecard is not just a museum pass,” he explained, “but a true platform that connects the network of Campania’s main cultural sites.”

Born from an agreement between the Italian Ministry of Culture and the Campania Region, Artecard allows tourists and residents to access the region’s major cultural venues, integrating the offer with the use of local public transport.

“In this sense,” Ariano added, “Artecard represents an effective facilitator for the enhancement of cultural heritage, fully in line with Scabec’s mission, because it does not focus solely on major attractions but also encourages the discovery of so-called lesser-known sites. Numerous studies show that Artecard users tend to combine visits to major landmarks with those to less well-known cultural places.”

This vision also includes the enhancement of intangible cultural heritage through the Campania Intangible Heritage Inventory, an inclusive and participatory tool that currently brings together around 170 elements, ranging from traditional knowledge and craft practices to folk festivals, oral traditions, artistic expressions and rural and food-and-wine traditions, all representative of the region’s historical and cultural identity.

Campania’s presence at BIT Milan 2026 stands as a strategic showcase for the destination’s national and international positioning and as a laboratory for public policies aimed at more widespread, sustainable and territory-based tourism.