BIT, the Borsa Internazionale del Turismo (International Tourism Exchange), is the international event dedicated to the tourism industry: a stage that brings together tour operators, travel agents, companies and industry promoters. The objective was to build a strategy to increase organic traffic on the fair's social channels, with an editorial plan mainly aimed at brand reputation. We wanted to improve BIT's positioning as the international trade fair of reference in Italy for both B2B and B2C. The show's target audience is purely B2B: conversion and lead generation strategies towards the buyer and exhibitor segment were therefore mainly considered. The entire strategy was then divided into several phases, each with specific communication objectives, traffic KPIs and coverage. The communication had to create more engagement on the channels, increase the audience by involving new users for both B2B and B2C, and stimulate online buzz around the event. BIT represents one of the most eagerly awaited and important events in the national and international tourism world. It is the ideal place to develop relationships and business, share new knowledge, and inspire change. For sector operators it represents an opportunity to forge valuable relationships with carefully selected and profiled decision makers and buyers from all over the world in a b2b environment. At the same time, it offers the opportunity to promote one's own brand and introduce new products to a selected target of travellers, interested in finding new inspiration and opportunities for their next trips and holidays.