Cosa hanno in comune Pitti Taste e la Bit?

What do Pitti Taste and Bit have in common?

Two of the most important fairs dedicated to two Made in Italy excellences: food and tourism. Both are aimed at an audience made up of both passionate consumers and industry professionals. But, the connections between the two areas are increasingly evident, food is confirmed as one of the main drivers of tourism.

Pitti Taste

Where does the best of Italy's gastronomic heritage find its place? In Florence, where the Fortezza da Basso hosted the 17th edition of Taste (3-5 February). Focus on the excellence of taste, with around 640 companies that proposed the peculiarities of Italian production and gastronomic tradition. A point of reference, which this year has attracted the attention of around 100 new companies, arriving at Taste for the first time. A representation of that Made in Italy that pushes to affirm its identity, quality and craftsmanship. The theme of Taste 2024 was "Colors are served!", a sort of invitation to discover Italian excellence through a very varied offer made up of tastes and flavors present along the exhibition route of the event.

Events, tastings and special meetings have made the experience of visitors at the fair even more interesting, in addition to FuoriDiTaste, the events spread across the city. Among the most interesting projects, the beautiful installation presented at the fair by Giannoni & Santonio, NEW EGG, a surprising collection of domestic chicken coops born from the meeting between the artist couple Vedovamazzei and Paolo Parisi (the one who created the best eggs in the world ) edited by Nicolas Ballario.


The Milan International Tourism Exchange, in the edition just concluded (4-6 February), marks a more than positive trend in the sector. A fair with two souls, on one side the national tourist offer and on the other the foreign offer. A success that saw 1,100 exhibitors present from all over the world, arriving from more than 66 countries and hundreds of buyers. A tourism system emerges that seems to be in excellent health, after the struggle of recent years. Tourists from South-East Asia are finally returning to Italy, while the trends reported by operators see the world of tailor-made, personalized travel grow and the attention to sustainability and eco-friendly tourism becomes more concrete: from the choice of destination to the journey real.

As far as Italy is concerned, in detail, among the trends there is a rediscovery of slow tourism, we go on the hunt for small little-known villages and direct contact with nature and open spaces. While we are increasingly moving towards the rediscovery of gastronomic itineraries, where the theme of food is not just an accessory, but determines and directs travel choices. A real goal for the world of food and wine, which consolidates its role as a driver for the entire sector.

Cover photo: NEW EGG/ AKAstudio-collective

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