BTO2026
Program
The BTO 2026 programme: 10 and 11 November at Stazione Leopolda, Florence
nest_clock_farsight_analog 10:00am • 11 November
The territory as co-author: between those who protect it and those who pass through it
Panel •
Rodolfo Baggio
Bocconi University Ricercatore e Docente
Giorgia Laudati
BTO 2026 Coordinatrice Young Speaker
Amalia Cerrito
Alvaland Co-Founder & CEO
Giulio Del Giudice
Young professional, Youth worker, PhD
Nicole Pizzolato
Libere di Viaggiare APS Fondatrice e Presidente
The landscape and opportunities for the hotel industry in Tuscany
Panel •
Paola Olivari
Guida Viaggi Giornalista
[Humans Train AI] From prompt to image: AI tools and visual storytelling to bring places to life
Giovanni Frenda
Consulente di comunicazione e fotografo professionista
[BY RESERVATION ONLY] It’s a short step from Offbeat to Too Beat: a co-design workshop for more mindful destination marketing Digital Strategy & Innovation
Toolboxes • Digital Strategy & Innovation
Paolo Grigolli
Destination Management Expert
Marco Berni
Codesign Tuscany Ricercatore e designer
Rita Duina
Codesign Tuscany Presidente
Irene Marconi
Municipality of Massa Marittima Sindaco
THE NEXT ERA OF GENERATIVE AI STORYTELLING. Food & Wine tourism creative communication Food & Wine Tourism
Toolboxes • Food & Wine Tourism
Roberta Milano
Tourism Marketing & Communication Strategist
Giuliano Ambrosio
ThinkingHat Founder & Managing Partner
THE COMMUNITY DESTINATION. When the group becomes the destination Destination
Mattia Fiorentini
Scomfort Zone Founder
Claudio Pelizzeni
Si Vola Co-Founder
Ludovico Orlandi
BHS Travel Founder
Erika De Santi
WeRoad Co-Founder e Chief of Experience
Offbeat Hotel: from surface-level sustainability to achievable Net-Zero Hospitality
Silvia Moggia
Tourism Management Consultant
FROM ALL TO ALL. From accessible tourism to destinations for everyone Destination
Roberto Vitali
Village for All V4A® CEO & co-founder
Angela Dedola
Tourism in the Region of Sardinia Dirigente Assessorato
Alessandro Fiore
Sustainable Territories Senior Project Manager
nest_clock_farsight_analog 11:00am • 11 November
FROM CONTENT TO PHYSICAL PRESENCE. How to bring people from the digital world to destinations, hotels, and events. Digital Strategy & Innovation
Product Presentation • Digital Strategy & Innovation
Matteo Gazzarri
Brief Founder
Roberta Milano
Tourism Marketing & Communication Strategist
Niccolò Di Vito
Brief Founder e Creative Director
[Humans Train AI] AI and Digital Creativity: new images, new opportunities, and new rules of the game
Andrea Casadei
AlmavivA Tourism Area Manager - SME Cultura Turismo e Entertainement
NO ONE LEFT BEHIND. Food, places, and information for truly accessible tourism Food & Wine Tourism
Annalisa Romeo
Appennino Foundation Direttrice
Anna Mayer
Guitián Mayer Divulgatrice gastronomica
Roberto Carcangiu
Professional Association of Italian Chefs, APCI Chef - Presidente nazionale
Sandra Torre
Città di Genova Direttore Turismo
Marta Grelli
Travelin CEO e Founder
F Beyond the Borders. The world as told by women BTO Women
Clara Svanera
Journalist covering tourism, culture, and international affairs, specializing in women's travel
Sabah Kaddouri
Le Monde Economique Journalist
Maria Francisca Opazo Clavijo
La Vida Nomade Journalist - Editor
Tiziana Cosso
Luxury Content Creator
Nathalie Corré
Enhabler Solo senior Traveller
The guest is not just a number: the toolbox for relational and empathetic marketing Hospitality
Francesco Bondielli
California Park Hotel Capo Ricevimento
Alessandro Augier
Gala Management Amministratore
Daiana Ferretti
Acapulco Hotel Direttrice
DESTINATIONS BEYOND TOURISM. How to attract talent, skills, and new residents Destination
Francesca Sofia
CDP Foundation Direttore Generale
Gianna Elisa Berlingerio
Apulia Region Direttora Dipartimento Sviluppo Economico
Emma Taveri
Destination Makers CEO
Darcy Marie Mayfield
Shift with Darcy Marie, Experience Tulsa Belonging & Relocation Strategist
nest_clock_farsight_analog 12:00pm • 11 November
Presentation of local projects and concrete opportunities
Panel •
Roberta Colla
Simone Micheli: Architectural Hero CEO
Gabriele Tarantino
Currie & Brown Italy Senior Project & Construction Manager
Those who inspire first get bookings first: Club del Sole’s YouTube strategy Digital Strategy & Innovation
Product Presentation • Digital Strategy & Innovation
Michela Marzoli
Club del Sole Direttore Marketing e Comunicazione
Valerio Ronchi
Fragos Media CEO & Founder
[Humans Train AI] SEO & LLM Check: Test the visibility of your hotel, wine and food business, and your destination
Valentina Lepore
SEOjolie Consulente SEO e AI - Organic growth strategist
Ambassadors of the Region: how hyperlocal information drives experiential tourism and highlights local excellence and identity Food & Wine Tourism
Silvia Savoye
Aostasera.it Direttrice responsabile
Davide De Crescenzo
www.intoscana.it Direttore responsabile
Simona Bellocci
Fondazione Sistema Toscana - intoscana.it Caporedattore
Matteo Rainisio
Edinet CEO
Beyond Targeting: the new meta advertising – signals, creativity, and tribes Digital Strategy & Innovation
Toolboxes • Digital Strategy & Innovation
Veronica Civiero
Delivera CEO& Founder
Giorgia Deiuri
Product Manager & Social Media Expert
The allure of TV series Destination
Paolo Carelli
Università Cattolica del Sacro Cuore Ricercatore e docente
Marco Valerio Pugini
Panorama Films Producer
Stefania Ippoliti
Tuscany Film Commission Responsabile
Enrico Ballarin
Mestiere Cinema Titolare e Produttore Esecutivo
NATURAL INTELLIGENCE. How natural destinations are innovating to protect, enhance, and make their ecosystems accessible Destination
Frauke Fischer
University of Würzburg, Bavaria, Germany
Carmen Bizzarri
Università Europea di Roma Professore associato
Guðrið Højgaard
Visit Faroe Islands CEO
nest_clock_farsight_analog 02:00pm • 11 November
[Humans Train AI] From idea to project with ChatGPT/Work, Gemini, Claude, and Manus: creativity, strategy, and AI workflow
Zac D. Inzerillo
HappyMinds Social Media Manager
Italy Ambassador Awards: Opening of the awards ceremony and Presentation of special awards and the Best Creator Award for the Region
Awards •
Svetlana Trushnikova
Italy Ambassador Awards and IAW ON THE ROAD Founder
Francesco Tapinassi
BTO 2026 Direttore Scientifico
Przemyslaw Cichowlas
Zakręcony Włoski Content Creator
Enzo Passaro
Duonova Docente, Coach, Speaker, Autore
Federica Girardi
Italy Ambassador Awards Social Media Team
Graziano Mancuso
Italy Ambassador Awards Social Media Team
Revenue Offbeat Hospitality
Emanuele Mansueti
Hotel Performance Revenue Coach
Federica Salvatori
ReVibe LTD Strategist Consultant & Founder
Emanuele Nardin
HotelPerformance CEO
Hotel Revenue Phone: “from words to data – Making what you say just as measurable as what you write” Hospitality
Nicola Zoppi
Mind Lab Hotel CEO
Varner Ferrato
Hotel Miramonti Turin Direttore
Is wine still culture? Contemporary expressions, landscapes, and new audiences Food & Wine Tourism
Monica Molteni
University of Verona Professoressa associata di Museologia e critica artistica
Susanna Gristina
Iter Vitis International Association Presidente
Fabio Piccoli
Wine Meridian Direttore Responsabile
Mauro Carbone
Enoteca Regionale del Barbaresco Presidente
Luca Bochicchio
University of Verona Professore associato
Italian Smart Destinations? Rapid innovation, slow regions Digital Strategy & Innovation
Panel • Digital Strategy & Innovation
Marco Platania
Local Development Observatory – GAL Terra Barocca
Michela Ciccarelli
Tourism Data Analyst & BI
Federico Assenza
Data Analyst and Digital Consultant for Tourist Destinations
Rodolfo Baggio
Bocconi University Ricercatore e Docente
Emanuele Burioni
APT Services Emilia-Romagna Direttore
DESTINATIONS IN BALANCE. A new tourism pact: from entitlement to shared responsibility Destination
Francesco Maria Barbini
University of Bologna Direttore del Centro di Studi Avanzati sul Turismo - CAST
Rikke Holm Petersen
Wonderful Copenhagen Director of Marketing, Communication & Behavior
Barbara Marcotulli
Advisor in Communication & Experience Design
Davide Bomben
Il Diamante - Quality Group Responsabile progetti speciali e sviluppo
Paola Olivari
Guida Viaggi Giornalista
nest_clock_farsight_analog 02:25pm • 11 November
Italy Ambassador Awards: Awards ceremony for the Beauty & Spa, Fashion, and Luxury Lifestyle categories
Awards •
Stefania Giampalmo
Italy Ambassador Awards, Beauty & Spa Project Manager
Martina Peruzzini
Gemology Cosmetics Distributrice esclusiva per l’Italia
Federica Atza
General Manager, Wellness & Hospitality Consulente
Monia Ronconi
HotelmyPassion Founder & Web Editor
Alessia Recchia
Italy Ambassador Awards Social Media Manager
Marco Pirondini
Italy Ambassador Awards Amministratore
nest_clock_farsight_analog 03:00pm • 11 November
Digital traces of tourism: who’s really in Italy? Big data tells us Destination
Product Presentation • Destination
Enrico Bontorin
Motion Analytica Head of Operation and Sales
[Humans Train AI] Digital workers in hotels: what to delegate to AI and what to leave to people
Simone Puorto
Elegia Founder
Italy Ambassador Awards: Awards ceremony for the Travel & Destination category
Awards •
Izabela Krzanowska
Italy Ambassador Awards Project Manager Travel&Destination e Direttrice IAW Global
Domenico Palladino
Qualitytravel.it Direttore editoriale
Barbara Millucci
Corriere della Sera Giornalista professionista
Gionata Tedeschi
Platform for Made in Italy Chairman Visionari di Impresa e Ingenium-innovation
Lia Petruolo
Italy Ambassador Awards Social Media Team
Alessandro Belardo
Italy Ambassador Awards Social Media Team
OUTDOOR TRIBES. Who really leads the new explorers? Destination
Elena Magni
Liguria Region Dirigente Turismo sostenibile e imprese turistiche
Andrea Gelsomino
Expert in outdoor tourism and product development
Marco Colombo
Bormio Tourism Coordinatore Generale
Albert Brenner
Outdooractive CEO
GEO REPUTATION. Being found when AI is searching Hospitality
Alessandra Favaretto
Nozio Head of Sales & Marketing
Armando Travaglini
Digital Marketing for the Tourism Industry Consulente e formatore
Luca Bove
Local Strategy CEO
Vibe Coding Hotel: “You don’t need a developer. You need an idea and the courage to give it a try.” Hospitality
Nicola Zoppi
Mind Lab Hotel CEO
Mirko Lalli
Rankwit.ai Investor & Chairman
Being discoverable and relevant to AI – The challenge for destination websites Digital Strategy & Innovation
Toolboxes • Digital Strategy & Innovation
Luca Vescovi
Jampaa.it Ricerca e Sviluppo
Costanza Giovannini
Fondazione Sistema Toscana Responsabile Area Comunicazione e Promozione Turistica
Valentina Lepore
SEOjolie Consulente SEO e AI - Organic growth strategist
Milan and Cortina Olympics—From Sports to Food Tourism Food & Wine Tourism
Francesco Redi
Tiramisù World Cup Fondatore e ideatore
Davide Rampello
Professore universitario, Consulente culturale, Direttore artistico
Andrea Casadei
AlmavivA Tourism Area Manager - SME Cultura Turismo e Entertainement
Elisabetta Salvadori
Milano Cortina 2026 Head of FNB
nest_clock_farsight_analog 03:25pm • 11 November
What lies ahead for us? Tourism in Tuscany in 2027 Destination
Product Presentation • Destination
Marcello Carfora
Lybratech - Zucchetti Group CCOO & Partnership Manager
nest_clock_farsight_analog 04:00pm • 11 November
DMOs and the Challenge of AI – Initial Findings from the TC4AI Research Project Destination
Marco Antonioli
Studio Giaccardi & Associati Sociologo e capo analista
Rodolfo Baggio
Bocconi University Ricercatore e Docente
Manuela De Carlo
IULM University Docente
Giuseppe Giaccardi
Studio Giaccardi & Associati Founder e CEO
EVERYONE’S CRAZY ABOUT A DONUT. From algorithms to standardization: when communication becomes a trap Food & Wine Tourism
Michele Pozzobon
Burici General Manager
Paola Sucato
PR and communications consultant, digital strategist in the food and tourism sectors
Pietro Caroli
Trattoria Trippa Owner & Co-founder
Anthony La Salandra
SMARTLAND: Veneto Regional Innovation Network Cluster Manager
Alberto Lupini
Italia a Tavola Direttore
Italy Ambassador Awards: Awards ceremony for the Food & Beverage category
Awards •
Sonia Moura
Italy Ambassador Awards Marketing & Communication Director
Giovanni Angelucci
Vanity Fair, Gambero Rosso, Mixer, Reporter Gourmet Food & Wine and Travel Journalist
Sarah Pandolfini
sarah in primo piano Video strategist, videomaker, creator
Ornella Macorig
Italy Ambassador Awards Social Media Team
Gianfranco Zinzilli
Rai Direttore Radio Digitali Specializzate e Podcast
Who controls the Destination? A comparison of models, from local areas to international markets Destination
Hansjörg Mair
Schwarzwald Tourismus GmbH CEO
Tina Verstuyft
Visit Flanders Head of Operations
Daniele Manetti
Visit Flanders Director Italy
Kaspar Weber
Ticino Tourism Vicedirettore
Flavia Maria Coccia
Assidema Vice presidente
Job Redesign. When AI enters the front office, who does what? Hospitality
Claudia Ferrero
Horeca Job CEO & Founder
Ilaria Bigliazzi
HR Director
Offbeat, on track: Niche within a niche, or a growing community? Digital Strategy & Innovation
Panel • Digital Strategy & Innovation
Chiara Mascarucci
Blind Experiences Co-Founder
Federico Geremei
Travel writer, Data analyst
Silvestro Serra
Fondazione Touring Club Italiano Direttore magazine e rapporti con i media
Francesca De Falco
GetYourGuide Country Manager GetYourGuide Italia
