Among the countries featured at the fair were Cuba, Dominican Republic, Barbados, Anguilla, Argentina, Uruguay, United States, Jordan, Algeria, Egypt, Tunisia, Madagascar, Thailand, Vietnam, Japan, Greece, Bosnia and Herzegovina, Poland and Spain. The diversity of participants underlines the relevance of BIT as a platform for cultural and commercial exchange in the field of tourism.

The 2025 edition marked a milestone by moving to the new Fiera Milano venue in Rho, a location that offers excellent services, state-of-the-art technology, nearly 14,000 parking spaces and a metro station inside, providing easy access for exhibitors and visitors.

BIT 2025 also saw important announcements in the tourism sector. Vietnam, a first-time participant at the show, highlighted its commitment to sustainable tourism and its rich cultural heritage. The Asian country presented initiatives focused on eco-friendly practices and announced the opening of a direct air route between Vietnam and Italy from July 2025, facilitating the flow of tourists between the two countries. 

For its part, ITA Airways, the Italian national airline, used the occasion to present its summer 2025 schedule and announced a new direct route between Rome and Mauritius, which will start operating on 7 November 2025 with Airbus A330neo aircraft. This expansion strengthens Italy's connectivity to key international destinations. 

The fair also served as a platform to discuss the strategic role of tourism in major events, such as the Milan-Cortina 2026 Olympic and Paralympic Winter Games. Fiera Milano, as a partner of these games, highlighted the integration of sport, culture and tourism as a strategic lever for the development of the sector, anticipating a growing demand for innovative and sustainable services.