BIT 2027 has launched WHY – Travel by Motivation, a new exhibition concept designed to help the tourism industry better understand how travellers’ personal motivations are reshaping demand.
The initiative will debut at the 47th edition of BIT, taking place at Fiera Milano from 9 to 11 February 2027, bringing together international buyers and tourism suppliers around the factors that inspire people to travel.
The project reflects a growing shift in travel behaviour, with experiences increasingly taking precedence over destinations. According to Hilton’s 2026 Trends Report, based on research involving 14,000 travellers across 14 countries, motivations play a growing role in travel decisions, while Barceló Hotel Group’s Travel Trends 2026 Report found that 40% of travellers plan trips around experiences rather than locations.
Organised by Fiera Milano, WHY places the focus on the reasons people travel, ranging from wellness and culture to sport, gastronomy, events and business. The format aims to create more effective connections between tourism suppliers and professionals representing international demand.
“Through WHY, we wanted to translate the changing nature of travel into a project capable of offering the tourism industry a new lens through which to understand the sector,” said Emanuele Guido, Head of Home, Fashion and Leisure Exhibitions at Fiera Milano.
“WHY introduces a genuine paradigm shift: it starts from travellers’ motivations and turns them into the key drivers for building relationships between buyers, operators and industry professionals. By doing so, it connects stakeholders across the tourism value chain through the major forces shaping contemporary demand, reinforcing BIT’s role as a privileged observatory of tourism’s transformation and as a platform that brings together the entire industry,” he said.
Seven Travel Motivation Clusters
The new concept is organised around seven thematic clusters that reflect key trends influencing international travel demand.
Sport & Outdoor Experiences focuses on active tourism and outdoor activities that can attract visitors throughout the year. The segment highlights opportunities for destinations to extend tourism beyond traditional peak seasons.
Wellness, Thermal & Longevity explores demand for medical wellness, preventive healthcare and longevity-focused travel, reflecting growing interest in physical and mental wellbeing.
Culture, Heritage & UNESCO examines the evolution of cultural tourism, driven by demand for authentic experiences, exclusive access and lesser-known destinations.
Events, Festivals & Entertainment looks at travel inspired by major events, festivals and cultural celebrations, as participation increasingly becomes a primary motivation for travel.
Business & MICE addresses meetings, incentives, conferences and exhibitions, focusing on the importance of destination quality, reliable services and experience-led formats.
Wedding & Romance is dedicated to destination weddings, honeymoons and romantic getaways, where travellers seek highly personalised and emotionally meaningful experiences.
Food & Wine Experiences highlights gastronomy as a key driver of destination appeal, with culinary travel increasingly viewed as a gateway to local culture, traditions and products.
Technology and Buyers at the Core
Alongside the seven clusters, WHY includes a cross-sector Tech, Hospitality & Innovation hub that explores how technology is transforming tourism. Areas of focus include smart hospitality, digital guest experiences, mobility solutions, artificial intelligence and travel platforms.
The concept also places strong emphasis on international buyers, who will be selected according to specialist expertise and sector focus. Buyers will participate in insight sessions and a speedy meeting programme designed to facilitate business connections and knowledge exchange.
Fiera Milano said WHY will continue beyond the exhibition dates through editorial content, promotional initiatives and ongoing discussion of emerging travel trends. The platform aims to support stronger industry relationships and create more targeted business opportunities based on shared traveller motivations.
