On November 12 and 14, the Bitm – International Mountain Tourism Exchange – returns, the annual event that brings together experts, tourism professionals, students and enthusiasts to explore the potential of mountain areas as travel destinations and places to live in an era of profound global change.
The central theme of the 2025 edition will be: "Tourism and Hospitality – Telling the Identity of Mountain Territories."
Tourism and hospitality: not just places, but stories to live
Today’s travelers no longer seek only places to visit – they want to understand them, feel part of their story. They are drawn to the identity a destination conveys, to the way it is narrated and lived by its people.
That’s why mountain communities need to reflect on what they want to communicate and how to do it, highlighting their authenticity and uniqueness to stand out in an increasingly competitive market.
In the near future, some Alpine areas risk losing the unique features that make them attractive, creating a disconnect between what they are and how they present themselves. To prevent this in Trentino, it is crucial to invest in a widespread and conscious culture of hospitality, offering visitors genuine experiences aligned with the local way of life and values.
Mountains are not only places to reach, but also spaces to inhabit and share. The dialogue between residents and visitors can become a powerful driver of mutual growth and enrichment. Local communities play a key role in preserving the fragile balance of these environments, and their voice is essential to building a strong narrative that supports sustainable tourism over time.
Mountain Tourism Days 2025: between identity and future
The 2025 edition will delve into these themes with the aim of promoting a rooted, identity-based form of tourism that values local character while remaining globally competitive.
This will take shape through a rich program of conferences, workshops, exhibitions, events, and – new for this year – an exclusive market research project exploring future tourism development scenarios.
Over the three days, interactive sessions will bring together students, emerging professionals, hospitality entrepreneurs, institutional representatives, and economic stakeholders – all collaborating to shape a new vision of mountain tourism, where identity meets innovation and competitiveness.
