BTO2026
Program
The BTO 2026 programme: 10 and 11 November at Stazione Leopolda, Florence
nest_clock_farsight_analog 10:00am • 10 November
[Humans Train AI] AI for the Hotel Industry: from smart assistants to the revenue phone – covering analytics, training and automation
Varner Ferrato
Hotel Miramonti Turin Direttore
[OPENING] Offbeat Tribes Digital Strategy & Innovation
Speech • Digital Strategy & Innovation
Giulia Eremita
BTO 2026 Digital Strategy
Anne Kirah
Design anthropologist and psychologist
Francesco Tapinassi
BTO 2026 Direttore Scientifico
Michel Maffesoli
Sorbonne University Professor Emeritus
nest_clock_farsight_analog 11:00am • 10 November
Culture by the Numbers Destination
Sandra Torre
Città di Genova Direttore Turismo
Fabrizio Sudano
National Archaeological Museum of Reggio Calabria Direttore
Destinazione Toscana Institutional
Eugenio Giani
Tuscany Region Presidente
Leonardo Marras
Tuscany Region Assessore all'economia e al turismo
Michele Angiolini
Delegato turismo Anci Toscana e Sindaco di Montepulciano
Manuela Bigi
Tuscany Region Dirigente Settore Turismo, Commercio e Servizi
Mirko Lalli
Rankwit.ai Investor & Chairman
Francesco Palumbo
Fondazione Sistema Toscana Direttore
Giacomo Bugliani
Toscana Promozione Turistica Commissario
First-time experiences, detours, encounters: What are we really looking for when we travel?
Panel •
Rodolfo Baggio
Bocconi University Ricercatore e Docente
Giorgia Laudati
BTO 2026 Coordinatrice Young Speaker
Arianna Bertoni
TSM - Trentino School of Management Progettista nell’ambito del turismo e dello sviluppo territoriale
Francesco Cima
Betweendots Co-Founder
Gessica Cucchiara
Unico Stay Founder
[Humans Train AI] ChatGPT: crafting the right prompts to tell stories and highlight tourism and food-and-wine experiences
Giorgia Deiuri
Product Manager & Social Media Expert
A talk with european digital innovation hub
Panel •
Stig Marthinsen
Digital Innovation Hub Oceanopolis AS Managing Director
Elettra Neri
Italian Institute of Technology
Olivia Zechner
Salzburg Research Head of Research Group Innovation & Value Creation
Edoardo Colombo
Turismi.ai President
Maiju Viiki
City of Tampere / Visit Tampere Account Manager
New Reasons to Travel Digital Strategy & Innovation
Panel • Digital Strategy & Innovation
Ornella D’Alessio
Travel writer
Marco Sprizzi
Expedia Group Director Market Management Italy & Malta
Giuseppe Salomi
Booking.com Area Manager
Food and Wine Tourism: between new tribes and AI agents Food & Wine Tourism
Roberta Milano
Tourism Marketing & Communication Strategist
Francesca Benati
Amadeus Italy Senior Vice President Global Travel Sellers e Amministratore Delegato
Fabio Galetto
Google Italy Sales Director
Italian Hospitality Tribe – The Rulebreakers Hospitality
Lorenzo Vidoni
CampusX Cluster General Manager
Giulia Eremita
BTO 2026 Digital Strategy
Angelo La Riccia
VOIhotels Chief Commercial Officer
Filippo Ribacchi
BZAR Hotels CEO & Founder
Andrea Galardi
Soges Group CEO
Guido Brucellaria
WorldHotels Italy & Southeast Europe Director of ICT & Information Security | CISO
Paolo Manca
Felix Hotels Amministratore Delegato
Ambra Lee Agnoletti
Minor Hotels Direttore Vendite
Sara Prontera
Nicolaus Direttrice Marketing e Comunicazione
Sara Brunelli
HNH Hospitality Chief innovation officer
nest_clock_farsight_analog 12:00pm • 10 November
Beyond Targeting: from email marketing to CPC advertising on social media and search engines Digital Strategy & Innovation
Toolboxes • Digital Strategy & Innovation
Alessandra Farabegoli
Palabra Email Marketing Strategist e co-founder
Michael Vittori
LabDigitale Head of Advertising
[Humans Train AI] Vibe Coding Lab for the hospitality industry: build your own digital tool with AI
Nicola Zoppi
Mind Lab Hotel CEO
Free to Go. From your front door to a tropical island BTO Women
Nadia Bert
Uber Public Policy Manager
Christina Boixière
NomadSister Founder
Clara Svanera
Journalist covering tourism, culture, and international affairs, specializing in women's travel
Monica Bocchiardo
City of Genoa Direttore Grandi eventi e promozione della città
Danielle Di Gianvito
Seychelles Tourism Board Direttore Italia
Florence and the Florence Area: managing the destination in the age of the algorithmic traveler Institutional
Silvia Moggia
Tourism Management Consultant
Floriana Harder
Kinoa Innovation Studio Project Manager di Kimap
Jacopo Vicini
City of Florence Assessore Sviluppo Economico, Turismo, Fiere e Congressi
Matteo Casanovi
Firenze Smart Presidente
From Product to Place: when and how food and wine become tourism Food & Wine Tourism
Francesco Tapinassi
BTO 2026 Direttore Scientifico
Leonardo Marras
Tuscany Region Assessore all'economia e al turismo
Bruno Bertero
Langhe Monferrato Roero Tourism Board Direttore Generale
Paolo Tegoni
Terrae Cultural and Culinary Center Docente e gastronomo
Luisanna Messeri
Chef, author, writer, and TV personality
Paolo Setta
Il Bosso Cooperative Direttore Turismo, Comunicazione e Marketing
FROM PLACE BRANDING TO PLACE SIGNALING. How to build a sense of belonging and relevance in the age of tribes and AI Destination
Filippo Vidal
FutureBrand São Paulo Director and Partner
Letizia Ciaccafava
Destination Makers Destination Marketing Strategist | Place Branding Expert
Arnaldo A. Bastos
FutureBrand Chief Design Officer and partner
AI Economy: the economy, business, and people in the age of Artificial Intelligence Digital Strategy & Innovation
Panel • Digital Strategy & Innovation
Francesca Zanutto
University of Turin Direzione Ricerca, Innovazione e Internazionalizzazione
Rodolfo Baggio
Bocconi University Ricercatore e Docente
Jacopo Paoletti
Exegesis Founder & Chairman
nest_clock_farsight_analog 02:00pm • 10 November
OFFBEAT WALLS. Street Art, Urban Regeneration, and New Cultural Geographies Destination
Davide De Crescenzo
www.intoscana.it Direttore responsabile
Francesco Palumbo
Fondazione Sistema Toscana Direttore
Pierluigi Nucci
La Maesa Community Cooperative Amministratore
Tourism Data: More than just arrivals and overnight stays. From monitoring centers to the smart platform: how data guides destination decision-making
Panel •
Luca De Pietro
Veneto Region Direttore UO "Strategie ICT e Agenda Digitale del Veneto"
Linda Gazzillo
Almaviva Group Functional Analyst
Linda Causin
Almaviva Group Project Manager
[Humans Train AI] Use AI to build a dashboard for your hotel by integrating data from multiple sources
Cristian Brocculi
Aqua Hotel Rimini Responsabile commerciale
“Yes, forever,” but… off-script Destination
Nicholas Costantini
Cook Islands Tourism Corporation General Manager Sud Europa
Clara Svanera
Journalist covering tourism, culture, and international affairs, specializing in women's travel
Danielle Di Gianvito
Seychelles Tourism Board Direttore Italia
Maria Gasparella
Villa d'Este: The Collection Group Director of Sales and Marketing
From metasearch engines to AI agents: Who will control the future of travel search? Digital Strategy & Innovation
Panel • Digital Strategy & Innovation
Giulia Eremita
BTO 2026 Digital Strategy
Simone Lini
Zerolook CEO
Catriona Meehan
Omio Director of Public Affairs
RistoImpact: how important is the restaurant industry to tourism? Food & Wine Tourism
Nicoletta Polliotto
Brand Strategist, Food Marketer
Luigi Franchi
sala&cucina Direttore Responsabile
Giovanni Di Tomaso
In Vino Business Consulente F&B e Wine List Designer
Saverio Mucci
Mastercard Vice President - Government Lead Italia
Destinations on Google: getting noticed, understanding travelers, growing Digital Strategy & Innovation
Toolboxes • Digital Strategy & Innovation
Luca Bove
Local Strategy CEO
Olga Chatzidoukaki
Google Search Strategic Partnerships Development Manager
Hype vs. Reality: the true state of AI adoption in tourism, unfiltered Hospitality
Alessandro Nucara
Federalberghi Direttore Generale
Salvio Capasso
SRM Head of Businesses & Territory Dept.
Valeria Fedele
Assohotel Coordinatore Nazionale
Francesco Tapinassi
BTO 2026 Direttore Scientifico
Barbara Casillo
Italian Association of Hotels (Confindustria Alberghi) Direttore Generale
nest_clock_farsight_analog 03:00pm • 10 November
[Humans Train AI] AI Video Strategy with Runway for hotels, destinations, wine and food
Giuliano Ambrosio
ThinkingHat Founder & Managing Partner
Solo, Not Alone Solo, non sola BTO Women
Elisa Peroli
Villa La Massa General Manager
Clara Svanera
Journalist covering tourism, culture, and international affairs, specializing in women's travel
Amalia Saporetti
Master's Degree in Tourism Economics, Sorbonne
Slawka G. Scarso
Professor of Wine Tourism
Barbara Roveda
Bell’Italia - Cairo Editore Giornalista
Open Air Tribes Hospitality
Alessandro Tortelli
Florence Center for Tourism Studies Direttore Scientifico
Lia Dal Cappello
HBenchmark Project & Account Manager per il settore Open Air
Enrico Paoli
Faita Federcamping Tuscany Direttore
Alberto Granzotto
Faita Federcamping Presidente
Travel Compass: a compass to help you find your way through the stormy seas of advertising Digital Strategy & Innovation
Toolboxes • Digital Strategy & Innovation
Elena Farinelli
I Love Florence Digital Strategist & Owner
Paolo Ratto
TWOW Founder & Chairman
Hospitality meets the restaurant industry: synergies, co-branding, and new models of hospitality Food & Wine Tourism
Chiara Maggenti
Atelier Damiano Carrara General Manager
Andrea Gori
Trattoria Da Burde 1901 Oste di Sala
Ermelinda Martino
Airelles Food & Beverage Manager
Carlo Vischi
Advisor: Food, Beverage, and Tourism
Wine Experience 4.0: when wine, culture, and the outdoors become a destination Food & Wine Tourism
Gerardo Gondi
Chianti Rufina Consortium Presidente
Ilaria Guidantoni
Journalist and writer
Giuseppe Salvini
Camera di Commercio di Firenze Segretario Generale
Antonio Paolini
Food and wine critic, journalist, and taster
Tiziana Frescobaldi
Artists for Frescobaldi - CastelGiocondo Responsabile del progetto
Donatella Cinelli Colombini
Wine Tourism Movement Imprenditrice vitivinicola e fondatrice
Alessandra Arcese
ISNART - National Institute for Tourism and Cultural Research Coordinatrice dell’Area Qualificazione Territorio e Imprese
SILVER VILLAGE. How longevity is reshaping the destinations of the future Destination
Gianni Lacorazza
Appennino ETS Foundation Co-Founder e Vicepresidente
Giuliano Resce
University of Molise Professore Associato
Marco Corrias
Fluminimaggiore Community Cooperative Presidente
The New Herd: how the new travel tribes form, move, and make choices Digital Strategy & Innovation
Panel • Digital Strategy & Innovation
Francesco D’Orazio
Pulsar Founder & CEO
Anne Kirah
Design anthropologist and psychologist
Emma Nelson
Monocle24, BBCLondonNews, ClassicFM Journalist
Mark Earls
HERDmeister
nest_clock_farsight_analog 04:00pm • 10 November
THE TRIBE THAT SAW THE FUTURE. When Carlin Petrini envisioned a form of tourism that didn’t exist yet Food & Wine Tourism
Roberta Milano
Tourism Marketing & Communication Strategist
Eleonora Cozzella
Il Gusto - la Repubblica Direttore
Barbara Nappini
Slow Food Italy Presidente
Sustainable Tourism Development for DMOs through Data-Driven Approaches and AI Destination
Michele Colavito
Clust-ER Turismo Cluster Manager
John Fitzgibbon
NECSTouR Network of European Regions for Sustainable Tourism Managing Director
Costanza Alesse
NECSTOUR asbl Project Manager
Manuela Bigi
Tuscany Region Dirigente Settore Turismo, Commercio e Servizi
SMART MED. Mediterranean port cities: tourism, innovation, and new destination strategies Destination
Vlaho Margaretic
City of Dubrovnik Senior Tourism Advisor Specialist
Dolores Ordóñez
AnySolution Director
Ester Tamasi
Malta Tourism Authority - VisitMalta Italy Direttore
Rocco Garufo
City of Livorno Assessore
The five tribes of taste: from segmentation to product design Food & Wine Tourism
Halil Korkmaz
Istanbul Convention and Visitors Bureau Board member & Treasurer
Federico Desimoni
Consortium for the Protection of Balsamic Vinegar of Modena Direttore Generale
Roberta Garibaldi
Italian Association for Food and Wine Tourism Presidente
[Cybersecurity Workshop] Digital trust is a tourism product Digital Strategy & Innovation
Toolboxes • Digital Strategy & Innovation
Elena Farinelli
I Love Florence Digital Strategist & Owner
Dario Cafiero
PID Florence Digital specialist
Giovanni Chiappa
Punto Impresa Digitale - Camera di Commercio di Firenze Digital Specialist
PMS FIGHT CLUB. (Not) Forbidden moves among Hotel Management Systems Hospitality
Fabio Di Prima
HOTELCUBE - Proxima Service CPTO
Edoardo Ridolfi
Slope Marketing Director
Marco Matarazzi
Slope CEO & co-founder
Tommaso Tiberi
Mews Commercial Director Italia
THE DATA LANGUAGE. When data becomes a common language Destination
Giovanni Arata
Bologna Welcome Foundation Responsabile Contenuti e Dati
Paola Bagatella
Veneto Regional Federated Tourism Observatory
Mari Heininen
City of Helsinki Tourism Advisor, Network coordinator
Schmutz Ádám
VisitBalaton365 Tourism Strategy & Digital Development Expert
