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ITALY – BIT 2026 INTRODUCES ITS ADVISORY BOARD
BIT 2026, taking place at Fiera Milano from 10 to 12 February, has officially presented its new Advisory Board, composed of Simon Anholt, Paolo Audino, Giovanna Manzi, Caroline Schaefer, and Paolo Verri.
Covering topics ranging from nation reputation to artificial intelligence, and from culture to connectivity, the expertise of the Advisory Board outlines the map of a tourism sector in transformation. Five internationally recognized specialists have been invited to analyse the present and envision future directions.
“Country reputation is an economic engine that influences tourism, trade, and investment,” notes Simon Anholt, founder of the Good Country Index and creator of the Nation Brands Index. “Italy is a clear example: although it moved from third to fourth place in the 2025 Nation Brands Index, it improved its overall score, strengthening its image as an authentic, innovative and inspirational nation.”
Focusing on the evolution of industry events, Paolo Audino — journalist and exhibition-industry executive — observes: “Tourism trade shows are changing their shape. Their value no longer lies solely in commercial transactions, but in their ability to generate knowledge, relationships, and inspiration.” This evolution is fully reflected in the new concept of BIT as an experiential and content-driven platform where insights and networking become the true drivers of business.
Within this context, digital transformation in tourism is not only a key to competitiveness but also a tool to restore centrality to people. “Artificial intelligence will not replace humans; it will free them from repetitive tasks, allowing more time for guests and experiences,” explains Giovanna Manzi, former CEO of Best Western Italy and now a strategic consultant in hospitality and innovation. “Digitalisation boosts productivity and sustainability even in small and mid-sized properties, improving service quality and reducing waste and operational costs.” This is particularly relevant in Italy, where many businesses are still locally managed.
Drawing on her vast experience in aviation and training, Caroline Schaefer states: “Tourism competitiveness is built on three pillars: accessibility, sustainability, and strategic connectivity.” Agreements between airlines and railway operators — linking an increasing number of destinations to major airport hubs — show how intermodality can expand flows while reducing environmental impact. “Similarly, the spread of new digital standards in air transport does not eliminate intermediaries; it enhances their advisory role, with offerings that are increasingly personalised and transparent.”
Cultural reflection also plays a key role within BIT’s Think Tank. “The tourist is a temporary citizen, with rights but also responsibilities toward the places they visit,” says Paolo Verri, currently leading the Arnoldo and Alberto Mondadori Foundation. This vision inspired projects such as Matera 2019, where citizens and visitors co-created cultural and artistic experiences, giving rise to a shared and regenerative model of tourism. The same philosophy is influencing Milano-Cortina 2026 — of which Fiera Milano is a partner — where some competitions will be hosted within the fairgrounds in existing structures adapted without additional land consumption.