The journey that links worlds, experiences and technologies

The theme of the 2025 edition of BTO is Cross-Travel: a keyword chosen to express one of the most profound and current transformations of contemporary tourism.

Cross-Travel is not just a trend but a real competitive mindset, capable of interpreting and anticipating the needs of an increasingly fluid, curious traveller who is not inclined to standardised experiences. In an era of continuous contamination among languages, cultures and technologies, travel can no longer be confined to traditional categories. Cross-Travel, therefore, represents a new model of tourism innovation, capable of crossing — and connecting — themes, places, tools and people.

From cross-experience to cross-destination, from cross-media to cross-food, through cross- booking and cross-device, digital technology and artificial intelligence are redefining every phase of the customer’s journey. Today’s traveller is multitasking, technologically expert, and in search of authenticity and surprises. They are explorers of emotions even before destinations.

However, Cross-Travel is not just technological innovation; it is also and, above all, a human meeting. It intersects cultures, stories, identities, flavours and knowledge. It is the transversality of skills, the contamination among marketing, creativity, sustainability and governance. It is the ability to generate connections between territories and visions, breaking down the digital, cultural and social barriers that still stand in the way of truly responsible development.

BTO 2025 will be the place to explore this new paradigm of travel. An opportunity to reflect, share and co-design the future of tourism, starting from what makes it more alive than ever today: its hybrid, interconnected, constantly evolving nature.