From April 8 to 12, between Lake Iseo and Franciacorta, the 2026 edition of BILNI (Borsa Internazionale dei Laghi del Nord Italia – International Exchange of Northern Italy Lakes) took place, standing as one of the premier events dedicated to the promotion of lake tourism.
Promoted by Visit Brescia, the initiative brought 80 international buyers to the area, engaging them in a structured program designed to directly connect supply and demand.
The heart of the event was the workshop at Relais Franciacorta, featuring meetings between buyers and operators, alongside networking opportunities and discussions.
Alongside the business activities, the program included local experiences between Lake Iseo and Franciacorta: tours, guided visits, and welcoming moments designed to showcase the destination firsthand.
It is a format that integrates relationships, experience, and the enhancement of the territory, allowing participants to connect not only with the tourism offerings but also with the environment in which they take shape.
In an increasingly competitive market, initiatives like BILNI highlight the importance of building connections between territories, operators, and international markets, contributing to the positioning of Northern Italy’s lakes as a unified and recognizable destination.
Within this project, Gruppo WISE supported Visit Brescia in organizing and communicating the event, contributing to the creation of a cohesive and value-driven experience.
A model that demonstrates how the combination of relationships, territory, and experience can generate concrete opportunities for development.
