TOWARDS THE 18TH EDITION
BTO 2026
10-11 November
Stazione Leopolda, Florence
BTO – Be Travel Onlife, Italy’s event on digital tourism and innovation. 2026 theme: Offbeat Tribes.
BTO 2026 Tickets
Tickets from €49 for under-26s, full two-day ticket €149. Special rates for Tuscan companies and group bundles.
Institutional partners
Latest news
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Travelers can recognize each other by the B-Side
Travel tribes can also be recognized by those distinctive details that remain out of the spotlight—just like the B-side of a vinyl record, known by heart only to the most passionate fans.
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Beyond Barriers: Data and Technology for Accessible Tourism—Even at the Table
Accessibility isn’t just about spaces – it’s also about market and opportunities. How important is it in food & wine tourism? We discuss this with Marta Grelli.
Main Partner
BTO 2026
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The Algorithm Tribe: How to Get Noticed in the Age of AI
How does online visibility change when artificial intelligence is doing the searching? Luca Bove, an SEO and Google Maps expert, explains the new rules for getting found in the age of AI. Interview by Alessandra Cauzo.
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Action! Let’s go on a trip! When TV shows make you fall in love with places
Trips often begin with a scene on screen. But what happens when cinema meets real places? We discuss this in a joint interview with Stefania Ippoliti and Enrico Ballarin.
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Behind the Numbers, the Passions: Getting to Know the New Tourism Tribes
A journey often begins with a passion. But how well do we really know the people who choose to visit our regions? We discuss this with Alessandra Arcese.
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Stop Calling Them “Audiences”: How AI Is Changing Meta Advertising in the Travel Industry
In this interview with Veronica Civiero, CEO and co-founder of Delivera and former manager at Meta, we explore the evolution of Meta Advertising in the tourism industry.
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Beyond Greenwashing in the Hospitality Industry: Sustainability as a Conscious Choice
A conversation with Silvia Moggia. The interview was conducted by Stefano Maccioni as part of a new editorial project linked to the Social Media LAB at BTO 2026.
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Humans Train AI 2026: Artificial Intelligence Is Learned Through Practice
From the creation of AI assistants to vibe coding, from new tools for tourism marketing to intelligent agents: “Humans Train AI” returns to BTO 2026.
