BTO2026

Program

The BTO 2026 programme: 10 and 11 November at Stazione Leopolda, Florence

nest_clock_farsight_analog 10:00am • 10 November

event10 November • 10:00am-10:50amnest_clock_farsight_analog10:00am-10:50ampin_drop Hall #5 Turespañalanguage English/Italian

[OPENING] Offbeat Tribes Digital Strategy & Innovation

Speech • Digital Strategy & Innovation

Giulia Eremita, Anne Kirah, Francesco Tapinassi, Michel Maffesoli, Mafe de Baggis

Giulia Eremita

BTO 2026 Digital Strategy

Anne Kirah

Design anthropologist and psychologist

Francesco Tapinassi

BTO 2026 Direttore Scientifico

Michel Maffesoli

Sorbonne University Professor Emeritus

Mafe de Baggis

Pleens Direttore creativo

nest_clock_farsight_analog 11:00am • 10 November

event10 November • 11:00am-11:50amnest_clock_farsight_analog11:00am-11:50ampin_drop Hall #2language Italian

New Reasons to Travel Digital Strategy & Innovation

Panel • Digital Strategy & Innovation

Ornella D'Alessio, Marco Sprizzi, Giuseppe Salomi

Ornella D’Alessio

Travel writer

Marco Sprizzi

Expedia Group Director Market Management Italy & Malta

Giuseppe Salomi

Booking.com Area Manager

nest_clock_farsight_analog 12:00pm • 10 November

event10 November • 12:00pm-12:50pmnest_clock_farsight_analog12:00pm-12:50pmpin_drop Hall #7language Italian

Beyond Targeting: from email marketing to CPC advertising on social media and search engines Digital Strategy & Innovation

Toolboxes • Digital Strategy & Innovation

Alessandra Farabegoli, Michael Vittori

Alessandra Farabegoli

Palabra Email Marketing Strategist e co-founder

Michael Vittori

LabDigitale Head of Advertising

event10 November • 12:00pm-12:50pmnest_clock_farsight_analog12:00pm-12:50pmpin_drop Hall #2language Italian

AI Economy: the economy, business, and people in the age of Artificial Intelligence Digital Strategy & Innovation

Panel • Digital Strategy & Innovation

Francesca Zanutto, Rodolfo Baggio, Jacopo Paoletti

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

event10 November • 02:00pm-02:50pmnest_clock_farsight_analog02:00pm-02:50pmpin_drop Hall #2language Italian

From metasearch engines to AI agents: Who will control the future of travel search? Digital Strategy & Innovation

Panel • Digital Strategy & Innovation

Giulia Eremita, Simone Lini, Catriona Meehan

Giulia Eremita

BTO 2026 Digital Strategy

Simone Lini

Zerolook CEO

Catriona Meehan

Omio Director of Public Affairs

event10 November • 02:00pm-02:50pmnest_clock_farsight_analog02:00pm-02:50pmpin_drop Hall #6language English

Destinations on Google: getting noticed, understanding travelers, growing Digital Strategy & Innovation

Toolboxes • Digital Strategy & Innovation

Luca Bove, Olga Chatzidoukaki

Luca Bove

Local Strategy CEO

Olga Chatzidoukaki

Google Search Strategic Partnerships Development Manager

nest_clock_farsight_analog 03:00pm • 10 November

event10 November • 03:00pm-03:50pmnest_clock_farsight_analog03:00pm-03:50pmpin_drop Hall #6language Italian

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, Paolo Ratto

Elena Farinelli

I Love Florence Digital Strategist & Owner

Paolo Ratto

TWOW Founder & Chairman

event10 November • 03:00pm-03:50pmnest_clock_farsight_analog03:00pm-03:50pmpin_drop Hall #2language English

The New Herd: how the new travel tribes form, move, and make choices Digital Strategy & Innovation

Panel • Digital Strategy & Innovation

Francesco D'Orazio, Anne Kirah, Emma Nelson, Mark Earls

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

event10 November • 04:00pm-04:50pmnest_clock_farsight_analog04:00pm-04:50pmpin_drop Hall #2language Italian

[Cybersecurity Workshop] Digital trust is a tourism product Digital Strategy & Innovation

Toolboxes • Digital Strategy & Innovation

Elena Farinelli, Dario Cafiero, Giovanni Chiappa

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

nest_clock_farsight_analog 10:00am • 11 November

event11 November • 10:00am-11:50amnest_clock_farsight_analog10:00am-11:50ampin_drop Hall #5 Turespañalanguage Italian

[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, Marco Berni, Rita Duina, Irene Marconi, Francesco Palumbo

Paolo Grigolli

Destination Management Expert

Marco Berni

Codesign Tuscany Ricercatore e designer

Rita Duina

Codesign Tuscany Presidente

Irene Marconi

Municipality of Massa Marittima Sindaco

Francesco Palumbo

Fondazione Sistema Toscana Direttore

nest_clock_farsight_analog 11:00am • 11 November

event11 November • 11:00am-11:50amnest_clock_farsight_analog11:00am-11:50ampin_drop Hall #7language Italian

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, Niccolò Di Vito, Luigi Pasqualinotto

Matteo Gazzarri

Brief Founder

Niccolò Di Vito

Brief Founder e Creative Director

Luigi Pasqualinotto

JesoloVenice Presidente

nest_clock_farsight_analog 12:00pm • 11 November

event11 November • 12:00pm-12:50pmnest_clock_farsight_analog12:00pm-12:50pmpin_drop Hall #7language Italian

Those who inspire first get bookings first: Club del Sole’s YouTube strategy Digital Strategy & Innovation

Product Presentation • Digital Strategy & Innovation

Michela Marzoli, Valerio Ronchi

Michela Marzoli

Club del Sole Direttore Marketing e Comunicazione

Valerio Ronchi

Fragos Media CEO & Founder

event11 November • 12:00pm-12:50pmnest_clock_farsight_analog12:00pm-12:50pmpin_drop Hall #3language Italian

Beyond Targeting: the new meta advertising – signals, creativity, and tribes Digital Strategy & Innovation

Toolboxes • Digital Strategy & Innovation

Veronica Civiero, Giorgia Deiuri

Veronica Civiero

Delivera CEO& Founder

Giorgia Deiuri

Product Manager & Social Media Expert

nest_clock_farsight_analog 02:00pm • 11 November

event11 November • 02:00pm-02:50pmnest_clock_farsight_analog02:00pm-02:50pmpin_drop Hall #2language Italian

Italian Smart Destinations? Rapid innovation, slow regions Digital Strategy & Innovation

Panel • Digital Strategy & Innovation

Marco Platania, Michela Ciccarelli, Federico Assenza, Rodolfo Baggio, Emanuele Burioni

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

nest_clock_farsight_analog 03:00pm • 11 November

event11 November • 03:00pm-03:50pmnest_clock_farsight_analog03:00pm-03:50pmpin_drop Hall #3language Italian

Being discoverable and relevant to AI – The challenge for destination websites Digital Strategy & Innovation

Toolboxes • Digital Strategy & Innovation

Luca Vescovi, Costanza Giovannini, Valentina Lepore

nest_clock_farsight_analog 04:00pm • 11 November

event11 November • 04:00pm-04:50pmnest_clock_farsight_analog04:00pm-04:50pmpin_drop Hall #2language Italian

Offbeat, on track: Niche within a niche, or a growing community? Digital Strategy & Innovation

Panel • Digital Strategy & Innovation

Chiara Mascarucci, Federico Geremei, Silvestro Serra, Francesca De Falco

10:00AM 11:00AM 12:00PM 02:00PM 03:00PM 04:00PM

11 NOVEMBER

10:00AM 11:00AM 12:00PM 02:00PM 03:00PM 04:00PM