San Mrino takes centre stage in Milan at BIT 2026
The Republic focuses on authenticity and new approaches to hospitality
San Marino takes centre stage at BIT 2026 in Milan. The Republic has inaugurated its exhibition space at BIT in Milan, the historic international tourism showcase which this year, in a climate of great excitement also due to the Winter Olympic Games, welcomes the whole world. Inside Pavilion 11, covering an area of over 60 square metres, the ancient Land of Liberty presents itself to global markets as an ecosystem of values where millennial history intertwines with a modern and conscious vision of hospitality.
The ribbon-cutting ceremony was attended by the Director of the Tourism Board, Annachiara Sica, and the Deputy Minister of Tourism, Alan Gasperoni. Their participation underscores the strategic importance of the Milan event, which brings together the main players in the sector from 10 to 12 February.
San Marino's project for the 2026 edition focuses squarely on what we might call ‘gentle’ tourism: an approach that eschews rapid and superficial consumption in favour of depth of experience. The stated objective is to extend the average length of stay of visitors by promoting specific segments and a narrative of the territory that is accessible and, above all, sustainable. In an era in which travel must necessarily be ethical, San Marino responds with a proposal that highlights its UNESCO heritage and the regenerative capacity of its natural and historical spaces.
Alongside the institutions, five leading companies in the San Marino hospitality and intermediation sector are actively involved: Ace Tour Operator, Itinerari Viaggi, Mayflower Tour Operator, San Marino Welcome and ViaItalia Tours. The coordinated presence of these operators makes it possible to offer a range of concrete solutions to the media, agencies and international buyers, transforming the country's potential into tourist packages capable of capturing the new sensibilities of the contemporary traveller.
In short, the challenge is clear: San Marino does not want to be just a stopover. Participation in BIT 2026 represents a further step towards consolidating a territorial brand that combines its institutional uniqueness with a capacity for constant innovation – after all, quality cannot be improvised. It is a question of building solid relationships with international partners to ensure that San Marino plays a leading role in European experiential tourism routes, leveraging the authenticity that, now more than ever, represents the true luxury of travel.