2027 INTERNATIONAL PROGRAMME
Italy meets the world
A selected programme of major consumer travel fairs, specialised tourism events and professional opportunities designed to connect Italian exhibitors with travellers and tourism professionals in international markets.
The 2027 journey
Utrecht · Jaarbeurs Utrecht
The Dutch travel landmark enters 2027 with the new The GetAway concept. It combines B2C inspiration with a strong professional dimension: the Travel Trade Days recorded 8,150 professionals in 2024, 70% with full or partial decision-making authority.
Official websiteVienna · VIECON Messe Wien
Austria’s largest fair for holidays, travel and leisure. The 2026 edition welcomed 86,000 visitors and more than 450 exhibitors, combining international destinations, experiences and gastronomy.
Official websiteNew York · Jacob K. Javits Convention Center
A major consumer travel marketplace for the New York area with a substantial trade component. In 2026 it recorded 15,738 attendees, including 3,440 travel-trade visitors, plus travel advisors and media.
Official websiteAntwerp · Antwerp Expo
One of Flanders’ major holiday events, aimed at travellers actively looking for ideas, destinations and advice for their next holiday. The organiser’s 2024 benchmark reported more than 20,000 visitors and 150+ exhibitors.
Official websiteLiège · Liège Expo
A highly relevant regional audience: almost 19,000 visitors in 2026; more than 60% attended as families, over 90% came from neighbouring regions and more than 70% came specifically to meet exhibitors and choose their next holiday.
Official websiteMunich · Messe München
One of the strongest stops in the programme. f.re.e combines travel, caravanning & camping, cycling, water sports and outdoor activities. In 2026 it attracted more than 130,000 visitors and over 900 exhibitors from 50 countries.
Official websiteEssen · Messe Essen
North Rhine-Westphalia’s largest holiday fair, particularly strong in independent and mobile travel. In 2026 the Reise + Camping / Fahrrad Essen combination attracted more than 83,000 visitors with around 750 exhibitors from 18 countries.
Official websiteToulouse · MEETT Toulouse
Tourism, hiking, outdoor, van life and gastronomy in a format that fits Italian territories and itineraries particularly well. The 2026 edition recorded more than 14,084 visitors and 265 exhibitors.
Official websiteBarcelona · Fira Barcelona Montjuïc
A strategic fit for Piazza d’Italia: more than 26,000 visits in the latest reported edition and over 1,600 accredited professionals. The 2027 programme highlights active, enogastronomic and cultural tourism.
Official websiteValletta · Valletta
A dedicated Piazza d’Italia event created to bring Italian destinations closer to the Maltese market through travel inspiration, culture, lifestyle and gastronomy. Rather than a conventional trade fair, the format prioritises experience, direct consumer contact and selected B2B networking opportunities.
Official websiteDubai · Dubai World Trade Centre
The Middle East’s leading B2B travel event, bringing together destinations, hospitality, airlines and international buyers: 55,000+ attendees, 6,600+ buyers and 2,800+ exhibitors.
Official websiteSeoul · COEX Hall A
An international platform bringing together tourism boards, airlines, tour operators, hotels and cultural institutions. In 2026 it welcomed 44,832 visitors with participation from 40 countries and regions, plus a dedicated B2B Travel Mart.
Official websiteTaipei · Taipei World Trade Center
One of Taiwan’s major consumer tourism events. The 2025 edition recorded 340,000 visits and 350 international and local exhibitors, combining strong B2C reach with trade opportunities.
Official websiteHong Kong · Hong Kong Convention & Exhibition Centre
A major Asian event with both B2B and B2C audiences. In 2026 the Hong Kong show recorded 74,170 public visitors, 8,442 buyers and trade visitors, and 602 exhibitors from international markets.
Official websiteMumbai · Jio World Convention Centre
A B2B platform focused on India’s travel market. The Mumbai 2025 post-show report lists 9,000+ trade visitors and 500+ exhibitors, with strong participation from tour operators, agents and destinations.
Official websiteTokyo · Tokyo Big Sight
One of Asia’s largest tourism events, combining trade days with public days. In 2026 it welcomed 183,378 visitors and 1,420 companies and organisations from 74 countries and regions.
Official websiteBeijing · National Agricultural Exhibition Center
A dedicated B2B platform for China’s outbound travel market. COTTM reports more than 5,000 Chinese tourism operators and buyers attending, including tour operators, travel agencies and outbound specialists.
Official websiteMontreal · Montréal
Positioned by the organiser as Québec’s largest travel event. It offers access to more than 35,000 targeted visitors and brings together hundreds of destinations, agencies, operators and 250+ travel experts.
Official websiteVisitor figures refer to the latest attendance data published by the respective organisers and do not represent forecasts for the 2027 editions.
New York — Sebastian Blume, CC BY-SA 4.0 · Dubai — Phil6007, CC BY-SA 4.0 · Seoul — Eugene Lim, CC BY 2.0 · Taipei — NHC, CC BY-SA 4.0 · Hong Kong — Romain Pontida, CC BY-SA 2.0 · Mumbai — Sailko, CC BY 3.0 · Tokyo — JohnnyOneSpeed, CC BY-SA 3.0 · Beijing — Khushwant8693, CC BY-SA 4.0.
These are real photographs from Wikimedia Commons. Display is adapted to the website format.
PIAZZA D’ITALIA
One coordinated project enables Italian territories and operators to reach multiple markets with a recognisable identity and direct contact with travellers.
Each stop is selected for a different mix of audiences, markets and travel behaviour.
| Event | B2C | B2B | Food | Culture | Camper / Outdoor |
|---|---|---|---|---|---|
| Utrecht | ● | ● | ● | ● | ● |
| Vienna | ● | ● | ● | ● | ● |
| New York | ● | ● | ● | ● | ○ |
| Antwerp | ● | ● | ● | ● | ● |
| Liège | ● | ● | ● | ● | ○ |
| Munich | ● | ● | ● | ● | ● |
| Essen | ● | ● | ● | ○ | ● |
| Toulouse | ● | ● | ● | ● | ● |
| Barcelona | ● | ● | ● | ● | ● |
| Valletta | ● | ● | ● | ● | ○ |
| Dubai | ○ | ● | ● | ● | ○ |
| Seoul | ● | ● | ● | ● | ○ |
| Taipei | ● | ● | ● | ● | ○ |
| Hong Kong | ● | ● | ● | ● | ○ |
| Mumbai | ○ | ● | ● | ● | ○ |
| Tokyo | ● | ● | ● | ● | ○ |
| Beijing | ○ | ● | ● | ● | ○ |
| Montreal | ● | ● | ● | ● | ○ |
2027
Regions · Cities · DMO · Consortia · Hospitality · Experiences · Food & Wine
