Taiwan’s China Airlines and EVA Air are showcasing tourism materials at Bit Milano 2026, one of Europe’s key international travel trade shows, which runs Tuesday through Thursday at the Fiera Milano exhibition complex. 

The two airlines displayed tourism maps and brochures from the Tourism Administration (M.O.T.C.), introducing Taiwan's diverse culture, cuisine, landscapes, and in-depth travel attractions to international travel professionals and visitors, thereby highlighting Taiwan's soft power. 

Milan’s Taipei Representative Office Director General Riccardo Lin Tsan-nan (林讚南) visited the EVA Air and China Airlines booths on Tuesday to review Taiwan's tourism promotion efforts and route development. EVA Air has participated in the show for four straight years since launching its Milan-Taipei direct flight in October 2022. China Airlines returned after a several-year hiatus. 

BIT 2026 draws more than 1,000 exhibitors, with over 39% from 54 countries worldwide. This year’s theme, “Travel Makers,” links the tourism supply chain across six exhibition areas covering Italian and international destinations, travel operations, accommodations, innovation and tourism tech, and transportation. It also features forums on AI applications, digital transformation, and future travel trends. 

The office noted that the airlines’ presence boosts Taiwan’s visibility in the global market and supports deeper Taiwan-Italy and Taiwan-Europe tourism ties.