Eager to respond to the current market changes, BIT MILANO 2021 will develop several thematic areas. LEISURE will focus on the Italian and international market, BIT Experience will be dedicated to new experiential niche proposals and more, while I love wedding will concentrate on ceremonies and honeymoons. The MICE Village will also be bolstered to bring together supply and demand from business travel and events. Focus will be on the most innovative technologies in the Betech and Start Up areas while Bit4Job will be a hub dedicated to talent searches by companies and opportunities for current and future professionals in the sector.

But the big news this year is that BIT MILANO turns "phygital". Using the innovative digital Fiera Milano Platform, exhibitors and visitors will have an ecosystem of services at their disposal with multiple physical and digital opportunities and a digital map to allow remote access to the event. The exhibition district will also be enriched with a system of multiple touch points implementing cutting-edge technologies (IoT, Data analytics, Cloud, Mobile App), a heatmap for geolocation in the exhibition district, a map for monitoring flows and routes in the halls and a new app with wayfinding, fast track, parking reservation and catering functions.

Fiera Milano is also taking steps to provide practical support to exhibitors, offering to companies the possibility of funding to take part in the event in the scope of an important agreement that the Group has signed with five leading banks.