BIT Milan once again confirms itself in 2026 as the leading observatory for Italian tourism and the ideal stage for unveiling Sicily by Car’s latest developments. For the company, founded in 1963, the trade fair is not merely a date on the calendar, but the very heart of face-to-face interaction with buyers and travel agencies.
Sicily by Car has successfully transformed its deep local roots into an international success story. Although the company now boasts comprehensive coverage across all major Italian airports and city centers, the true driving force of the business remains a personal and professional vision of service—an authentic “Italian Style” designed to stand out from major global players.
Historically focused for 80% on the leisure segment, the company is now implementing a decisive strategic shift toward the B2B and corporate markets. The goal for 2026 is to strengthen its presence in Northern Italy by expanding services beyond Central and Southern regions, where brand awareness is already extremely high. One of the most anticipated developments concerns the Luxury segment, with a dedicated fleet tailored to the needs of markets such as Milan and Rome, while maintaining a constantly renewed and highly technological vehicle fleet.
Technology and Sustainability: The Future Is Paperless
Digital innovation lies at the core of the customer journey. With the launch of the MySBC app, Sicily by Car has digitized its processes to speed up and simplify vehicle bookings.
At the same time, to eliminate queues at the desk, contracts are now fully paperless, supported by mobile-first notification systems that allow customers to optimize pick-up times—especially in high-traffic summer destinations such as Sicily and Sardinia.
On the sustainability front, the ecological transition continues with a fleet that is largely hybrid. The move toward fully electric vehicles remains more cautious, held back by an infrastructure and charging network that is still insufficient to guarantee stress-free mobility for tourists. Within this context, the pioneering “Donna Sicilia” project continues to set an example, integrating electric mobility with premium hospitality in the historic residences of the Italian island.
The Relationship with Travel Agencies
Despite the strong push toward AI and digital solutions, human contact remains essential. Participation in trade fairs such as BIT Milan (as well as similar events in London and Berlin) continues to be a crucial moment for direct dialogue with buyers. This approach is also reflected in the relationship with travel agencies, for which Sicily by Car provides a dedicated channel on its website, while a specialized office focuses on dialogue with global brokers.
International Expansion: The Iberian Peninsula and Beyond
Following its success in Italy, the company is now looking toward Europe, with targeted investments in high-tourism regions. In addition to its well-established presence in the Balearic Islands (Ibiza and Palma), Sicily by Car has recently expanded into the Iberian Peninsula with new openings in Alicante and Porto. Looking ahead to 2026, attention remains firmly on emerging markets such as the Balkans, while maintaining a cautious yet attentive monitoring strategy toward new international opportunities, including promising markets like Brazil and China.