Thinking outside the box, inside new tribes: the tourism of opposites in the age of AI

In a rapidly evolving scenario driven by artificial intelligence and unprecedented geopolitical dynamics, the old tourism and marketing rules no longer apply. This is the inspiration behind the BTO 2026 theme, Offbeat Tribes. Taking on a crucial challenge that brings together seemingly conflicting behaviours: the longing to be unique and the need to belong.

While the hardware (destinations, hotels, human relationships) remains the same, the software (the human intelligence that presides over them) must be completely reimagined outside the box (offbeat). We are moving into an era where opposites coexist: the contemporary traveller seeks uniqueness through
shared behaviours in new, fluid, and impermanent tribes, guided by algorithms and fleeting affinities. In this context, the ‘offbeat’ changes in nature, no longer merely an alternative geography, but a statement of identity. Customers choose a destination for the vibe, they make reservations by querying an LLM, and use the self-check-in on arrival. But they seek relationships and experiences that align with their values, even if only temporarily.

In the face of this metamorphosis, both the public and private sectors must change their paradigm. The challenge is no longer that of being found through traditional marketing, but making oneself legible and relevant to both humans and automated systems, knowing how to read and interpret the signals correctly.

Communication needs to shift its objectives, no longer attracting customers with push or paid strategies, but being relevant and recognisable to those who must choose us, whether humans or artificial intelligence. Rather than build an audience we need to create resonance.

BTO 2026 will be the place to chart this paradigm shift. Rather than being at the mercy of change, we will lead it.

BTO 2026 • AI and the digital challenge

We are witnessing an increasingly complex environment and an accelerating digital transformation, which are deeply rooted in a shift of core values and behavioral patterns.

• 94% of users utilise AI tools in their daily life, and specifically for travel purposes. 56% of US travellers used AI to plan, to book or to receive support. A sharp increase from the 33% seen in the first half of 2025. (Source: PhoCusWright)
• 61% of travel companies are piloting or testing these new autonomous agents. Nevertheless, only 6% are implementing these solutions on a large scale (Source: PhoCusWright)
• 90% of travellers express a desire to utilise artificial intelligence for travel planning; however, fewer than 10% trust delegating autonomous bookings
• Although search engine usage for travel planning plunged from 51% (2024) to 36% (2025), social media usage increased to 19%. In parallel, Adam Mosseri – Head of Instagram since 2018 – declared that ‘Instagram as we know it is dead, noting that ‘authenticity is becoming infinitely reproducible’.

More than digital: BTO focuses on urgent, concrete topics. An event where future meets present, and vision meets practical solutions.