On February 10-12, the Uzbekistan delegation participated in the International Tourism Exhibition BIT 2026 (Borsa Internazionale del Turismo), in Milan, Italy.

The BIT exhibition, organized for the 46th time, took place at one of the country’s largest exhibition venues, Rho Fiera Milano. The event traditionally brings together leading representatives of the Italian tourism industry and the international market, acting as an authoritative platform for professional dialogue and business interaction.

The country’s rich cultural-historical heritage, a variety of tourist destinations, and modern tourist services were presented at the national stand organized by the Tourism Committee of the Republic of Uzbekistan. Representatives of domestic travel companies have demonstrated Uzbekistan’s potential as an attractive destination for European travelers.

G2B, B2B, and B2C meetings were held during the exhibition. Negotiations were held with marketing, consulting, and advertising structures, as well as European tour operators. Special attention was paid to promoting Uzbekistan’s tourism brand in the Italian and other European markets.

The parties discussed the prospects for implementing joint marketing campaigns, expanding partnerships, and developing new tourist routes for European consumers.

Uzbekistan’s first participation in BIT 2026 became a significant step towards strengthening the country’s international image, expanding business cooperation, and promoting the national tourism product.

Aziza Alimova, UzA