As autumn and winter transition into leading travel periods, booking data indicates rising interest in holidays outside the traditional summer rush. Luxury travel network Virtuoso reports a 59% jump in autumn reservations compared to the previous year, while lastminute.com noted a 23% increase in November departures across five European nations. These statistics highlight the context for BIT 2027, the international tourism show set to return to Milan from February 9 to 11, 2027.
Wellness Tourism Drives Off-Season Demand
The sector posted average annual growth of 6.2% between 2019 and 2024, with the Middle East and North Africa growing at 7.2% annually. Hilton’s 2027 Trends Report indicates that 79% of travelers view outdoor experiences as key for relaxation, and 65% seek activities that induce calm. Consequently, outdoor wellness treatments at Hilton properties grew by 60% year over year.
Italy illustrates the economic value of thermal tourism. The Tourism Economy Observatory, managed by Unioncamere and ISNART, states that Italy’s thermal sector generated roughly 24 million overnight stays and over €5 billion in direct spending in 2025. International travelers provided 60% of this spending, totaling approximately €3 billion. High-spenders made up half of thermal spa visitors, averaging €256 daily, while Millennials accounted for 30.8% of the total.
Younger demographics are showing strong interest in wellness getaways. Research commissioned by Awaze and conducted by Nomad Studios and Customer IQ discovered that 52% of British Gen Z travelers had taken at least one wellness holiday in the past three years, nearly double the rate of older generations. The study also found that over half of Gen Z respondents would pay at least £250 extra per person for a wellness stay.
Food and Wine Experiences Gain Momentum
Focusing on seasonal harvests and traditional production methods provides motivation to travel outside the summer months. The World Food Travel Association’s Food Travel Monitor 2026 found that 66% of travelers consider food and wine experiences more significant than they were five years prior. Italy has seen substantial growth in international culinary tourism, with food and wine-related stays by foreign visitors increasing by 176% over the last decade to reach 760,000 arrivals in 2024.
The appeal extends beyond dining to activities allowing visitors to participate in local customs. During October and November, olive mills in central Italian villages welcome guests to watch olive pressing and taste fresh oil. Autumn also brings truffle hunts in the Apennines, where visitors follow dogs and hunters through the forests.
BIT 2027 will host its 47th edition around seven thematic clusters and one cross-cutting hub, reflecting the reasons people choose destinations. The Wellness, Thermal & Longevity cluster will address medical wellness, longevity travel, and physical and mental rejuvenation. The Food & Wine Experiences cluster will look at culinary tourism as a way to explore destinations through their products, traditions, and cultures. A Tech, Hospitality & Innovation hub will connect tourism segments, including technologies for simplifying travel planning.
“With Why | Travel by Motivation, we are putting the why of travel centre stage – what really drives people’s choices,” said Emanuele Guido, Head of Home, Fashion and Leisure Exhibitions at Fiera Milano. Guido noted that the exhibition’s wellness and food tourism clusters aim to help the industry adapt to changing traveler preferences while creating demand beyond peak seasons.
The Travel Makers Fest will examine the theme The Power of Trust, focusing on confidence and relationships in tourism. Hilton’s 2027 Trends Report found that 70% of travelers trust hotel staff to plan their trips, suggesting personal assistance remains vital alongside digital tools and artificial intelligence. The 47th edition of BIT will occur at Fiera Milano from February 9 to 11, 2027.
Global Wellness Destinations Expand Winter Appeal
Wellness tourism goes beyond spas to diverse global locations. In Tunisia, Aïn Atrous thermal spring flows into the Mediterranean. The Hoggar Mountains’ Assekrem refuge sits at 2,800 meters, and Timimoun’s red oasis features clay villages and salt lakes. In Sri Lanka, winter combines coastal wildlife with Ayurveda, including tea tours via the Kandy-Ella railway. Taiwan’s Beitou district offers historic baths and the upcoming Pingxi Lantern Festival in February 2027.
Global Wellness and Cultural Experiences Expand Beyond Traditional Destinations
According to Iglu Ski’s annual survey of British customers, 50% of skiers identified hot tubs as a preferred après-ski activity, compared with just 9% who wanted nightclubs. This preference reflects broader trends in wellness-focused travel, with destinations offering unique thermal and cultural experiences drawing off-season visitors.
In Tunisia, the thermal spring of Aïn Atrous at Korbous flows directly into the Mediterranean Sea, enabling guests to combine mineral-rich bathing with coastal views. Further south, Douz hosts the International Sahara Festival in late December, featuring horse races, music, and Bedouin traditions. Algeria’s Hammam Meskoutine offers mineral baths rooted in Roman-era infrastructure, while Tassili n’Ajjer, a UNESCO site, attracts visitors to its prehistoric rock art and desert environments.
In Japan’s Nagano Prefecture, the Kurabito Stay program immerses travelers in traditional sake production over two- to three-day stays. European autumn activities include truffle hunts in Italy’s Apennines, saffron harvesting in inland communities, and chestnut festivals where visitors explore stone drying houses called metati to learn about processing techniques. These experiences highlight how seasonal traditions and wellness practices are reshaping travel patterns beyond conventional hotspots.
Technology and Culinary Traditions Shape Future Travel
The Tech, Hospitality & Innovation hub at BIT 2027 will display tools for easier travel planning, such as AI and digital systems. Affordability is a factor, with 26% of Italians interested in installment payments for holidays, a trend highlighted by Compass’s HeyLight service. Revolut offers accommodation bookings via Revolut Stays, providing up to 10% cashback.
Culinary tourism thrives on seasonal events like Jaén’s olive harvest, Japan’s Kurabito Stay for sake, and Canada’s ice wine festival in Niagara. Blue Zones such as Sardinia, Okinawa, and Costa Rica’s Nicoya Peninsula attract visitors with plant-based diets, daily activity, and strong social ties linked to longevity.