At Bit 2023, Liguria introduces itself as a slow land by nature

At Bit 2023, Liguria introduces itself as a slow land by nature

Between coasts and hinterlands, the region's slow tourism meets the needs of all target groups. And at the fair, it introduces itself to the large European and American markets and to nearby areas. 

Liguria is the ideal land for slow tourism thanks to a moderate year-round climate and an area that, in just a few kilometers, makes it possible to go from the sea to the mountains. The Alta Via dei Monti Liguri, the Liguria Trail, 342 kilometers of coastline and thousands of kilometers of trails for walking or biking are just some of the examples of what Liguria can offer to those who want to spend a backpacking vacation there.


"In this context," explains Matteo Garnero, General Manager of the InLiguria Agency, "in these weeks on social channels and on the website lamialiguria we are devoting plenty of space to the villages of our hinterland, an adventure to be discovered. In the program planned for next year, we have already set out to launch a similar campaign related to regional parks in the spring. Through our 'experience' channel we also give area operators the opportunity to create original experiential tourism packages that are then promoted through the region's social ecosystem."


Many specific initiatives encourage reconnecting with nature. "The pandemic has greatly increased a trend we had already noticed in Liguria:  natural and experiential tourism,” Garnero says. "For the past few years, the 'Be Active' channel has catered precisely to those interested in discovering Liguria by bike, foot or water. A channel dedicated to outdoor sport enthusiasts, but also to those who, for the first time, choose to approach their vacation a bit differently, in close contact with nature that can amaze at every turn. I like to emphasize that all of our choices are not only shared with local stakeholders, but often include their direct involvement. We are certain that this is the right way to follow. The numbers from the last few years tell us that experiential tourism is on the rise, encouraging us to continue in this direction."


Liguria participated in Bit for many years. This is how the GM of InLiguria explains it: "For us, meeting with buyers and organizing B2B sessions with our entrepreneurs is crucial. We mainly target buyers who represent our traditional strong markets. In Europe they are France, Belgium and Germany, as well as the U.S. and neighboring markets. Our work does not end here. We are also working to strengthen our presence in new markets, such as Scandinavia and Japan, in view of Liguria's participation in the Shanghai Expo in 2025. Bit will be in this sense an important test to understand where the market is going and what opportunities there are that we cannot miss. We are ready."


Bit 2023 will be held at the Allianz MiCo convention center in Milan from Sunday, February 12 to Tuesday, February 14, 2023. To be featured as an exhibitor send a request for information. To purchase your ticket as a professional visitor or as a traveler visit this page.