{"id":850,"date":"2022-08-23T14:41:42","date_gmt":"2022-08-23T12:41:42","guid":{"rendered":"https:\/\/www.bto.travel\/home\/"},"modified":"2026-10-30T08:31:54","modified_gmt":"2026-10-30T06:31:54","slug":"home","status":"publish","type":"page","link":"https:\/\/www.bto.travel\/en\/","title":{"rendered":"Home"},"content":{"rendered":"\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-cover alignwide\" style=\"padding-top:30px;padding-right:30px;padding-bottom:30px;padding-left:30px;min-height:425px;aspect-ratio:unset;\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" class=\"wp-block-cover__image-background wp-image-14114 size-large\" alt=\"\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Homepage_1920x1080_1-1024x683.png\" data-object-fit=\"cover\" srcset=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Homepage_1920x1080_1-1024x683.png 1024w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Homepage_1920x1080_1-300x200.png 300w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Homepage_1920x1080_1-768x512.png 768w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Homepage_1920x1080_1-1536x1024.png 1536w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Homepage_1920x1080_1.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\"><\/span><div class=\"wp-block-cover__inner-container is-layout-flow wp-block-cover-is-layout-flow\">\n<p class=\"wp-block-paragraph\">TOWARDS THE 18TH EDITION<\/p>\n\n\n\n<h1 class=\"wp-block-heading has-line-height-48 flex-fill has-white-color has-text-color has-xxx-large-font-size\"><strong>BTO 2026<br>10-11 November<br>Stazione Leopolda, Florence<\/strong><\/h1>\n\n\n\n<p class=\"hero-intro wp-block-paragraph\">BTO \u2013 Be Travel Onlife, Italy&#8217;s event on digital tourism and innovation. 2026 theme: Offbeat Tribes.<\/p>\n\n\n\n<div class=\"wp-block-buttons flex-fill is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-bto-black-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.bto.travel\/en\/bto-be-travel-onlife\/\" style=\"border-radius:35px\">Discover BTO<\/a><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column br-24 has-white-color has-bto-black-background-color has-text-color has-background has-link-color wp-elements-1 is-layout-flow wp-block-column-is-layout-flow\" style=\"padding-top:40px;padding-right:40px;padding-bottom:40px;padding-left:40px;flex-basis:33.33%\">\n<div class=\"wp-block-group d-flex flex-column h-100 is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"has-x-small-font-size wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>BTO 2026 Tickets<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Tickets from \u20ac49 for under-26s, full two-day ticket \u20ac149. Special rates for Tuscan companies and group bundles.<\/p>\n\n\n\n<div class=\"wp-block-buttons mt-auto is-layout-flex wp-container-core-buttons-is-layout-a68e0a8e wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-bto-black-color has-white-background-color has-text-color has-background has-link-color wp-element-button\" href=\"https:\/\/www.bto.travel\/en\/ticket\/\">Shop now<\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading\">Institutional partners<\/h4>\n\n\n\n<div class=\"wp-block-columns is-not-stacked-on-mobile no-border-radius partner-icons is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"226\" height=\"64\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2022\/09\/Regione-Toscana-Logo.png\" alt=\"\" class=\"wp-image-183\" style=\"width:226px;height:64px\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"198\" height=\"64\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2022\/09\/Camera-Commercio-Firenze-Logo.png\" alt=\"\" class=\"wp-image-185\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"177\" height=\"50\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2022\/09\/Toscana-Promozione-Turistica-Logo.png\" alt=\"\" class=\"wp-image-186\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"203\" height=\"66\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2022\/09\/PromoFirenze-Logo.png\" alt=\"\" class=\"wp-image-187\"\/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"187\" height=\"61\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2022\/09\/Fondazione-Sistema-Toscana-Logo.png\" alt=\"\" class=\"wp-image-188\"\/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-4828fefc wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button bto-home-button has-custom-width wp-block-button__width wp-block-button__width-100\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.bto.travel\/en\/bto-be-travel-onlife\/\"><span class=\"order-1 order-lg-0 flex-grow-1 ms-4 ms-lg-auto\">Discover<br>BTO<\/span><br><br><span class=\"material-symbols-outlined md-36\"> verified <\/span><br><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-4828fefc wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button bto-home-button has-custom-width wp-block-button__width wp-block-button__width-100\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.bto.travel\/en\/programma\/\" rel=\"noopener\"><span class=\"order-1 order-lg-0 flex-grow-1 ms-4 ms-lg-auto\">Programme<br>BTO 2026<\/span><br><br><span class=\"material-symbols-outlined md-36\"> fast_forward <\/span><br><\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-4828fefc wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button bto-home-button has-custom-width wp-block-button__width wp-block-button__width-100\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.bto.travel\/en\/ticket\/\"><span class=\"order-1 order-lg-0 flex-grow-1 ms-4 ms-lg-auto\">Buy<br>Tickets<\/span><br><br><span class=\"material-symbols-outlined md-36\">loyalty<\/span><br><\/a><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"wp-block-buttons is-content-justification-left is-layout-flex wp-container-core-buttons-is-layout-4828fefc wp-block-buttons-is-layout-flex\">\n<div style=\"--wp--block-button--width: 100;\" class=\"wp-block-button bto-home-button has-custom-width wp-block-button__width wp-block-button__width-100\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.bto.travel\/en\/speaker\/\"><span class=\"order-1 order-lg-0 flex-grow-1 ms-4 ms-lg-auto\">Meet the<br>Speakers<\/span><br><br><span class=\"material-symbols-outlined md-36\">group<\/span><br><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading mb-3\">Latest news<\/h4>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.6%\">\n<div class=\"wp-block-query is-layout-flow wp-block-query-is-layout-flow\"><ul class=\"columns-2 wp-block-post-template is-layout-grid wp-container-core-post-template-is-layout-28b052f3 wp-block-post-template-is-layout-grid\"><li class=\"wp-block-post post-19538 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-bto-2026 tag-bto-social-media-lab tag-music tag-travel-tribes\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/travelers-can-recognize-each-other-by-the-b-side\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/ciurli-playlist.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Travelers can recognize each other by the B-Side\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/ciurli-playlist.png 1200w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/ciurli-playlist-300x157.png 300w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/ciurli-playlist-1024x536.png 1024w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/ciurli-playlist-768x402.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-30T12:59:56+02:00\">30 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/travelers-can-recognize-each-other-by-the-b-side\/\" target=\"_self\" >Travelers can recognize each other by the B-Side<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Travel tribes can also be recognized by those distinctive details that remain out of the spotlight\u2014just like the B-side of a vinyl record, known by heart only to the most passionate fans. <\/p><\/div>\n<\/li><li class=\"wp-block-post post-19371 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-accessibility tag-bto-2026 tag-european-accessibility-act tag-food-wine-tourism\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/beyond-barriers-data-and-technology-for-accessible-tourism-even-at-the-table\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Marta-grelli.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Beyond Barriers: Data and Technology for Accessible Tourism\u2014Even at the Table\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Marta-grelli.png 1200w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Marta-grelli-300x157.png 300w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Marta-grelli-1024x536.png 1024w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Marta-grelli-768x402.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-30T07:40:29+02:00\">30 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/beyond-barriers-data-and-technology-for-accessible-tourism-even-at-the-table\/\" target=\"_self\" >Beyond Barriers: Data and Technology for Accessible Tourism\u2014Even at the Table<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Accessibility isn\u2019t just about spaces \u2013 it\u2019s also about market and opportunities. How important is it in food &#038; wine tourism? We discuss this with Marta Grelli. <\/p><\/div>\n<\/li><\/ul>\n\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\n<div id=\"mainsponsor-box\" style=\"text-align:center;\">\n\t<h3 class=\"mb-2\">Main Partner<br\/>BTO 2026<\/h3>\n\t\t\t <img decoding=\"async\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/tourespana-bto2026.jpg\" style=\"width:100%; margin-top:10px;\"><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-query is-layout-flow wp-block-query-is-layout-flow\"><ul class=\"columns-3 wp-block-post-template is-layout-grid wp-container-core-post-template-is-layout-50eac3a5 wp-block-post-template-is-layout-grid\"><li class=\"wp-block-post post-19364 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-artificial-intelligence tag-bto-2026 tag-digital-strategy tag-geo tag-google-maps tag-seo\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/the-algorithm-tribe-how-to-get-noticed-in-the-age-of-ai\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Bove.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"The Algorithm Tribe: How to Get Noticed in the Age of AI\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Bove.png 1200w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Bove-300x157.png 300w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Bove-1024x536.png 1024w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Bove-768x402.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-30T07:33:35+02:00\">30 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/the-algorithm-tribe-how-to-get-noticed-in-the-age-of-ai\/\" target=\"_self\" >The Algorithm Tribe: How to Get Noticed in the Age of AI<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">How does online visibility change when artificial intelligence is doing the searching? Luca Bove, an SEO and Google Maps expert, explains the new rules for getting found in the age of AI. Interview by Alessandra Cauzo. <\/p><\/div>\n<\/li><li class=\"wp-block-post post-19344 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-bto-2026 tag-destination-marketing-2 tag-film-tourism tag-setjetting tag-tuscany-film-commission tag-tv-series\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/action-lets-go-on-a-trip-when-tv-shows-make-you-fall-in-love-with-places\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Ippoliti-Ballarin.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Action! Let&#8217;s go on a trip! When TV shows make you fall in love with places\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Ippoliti-Ballarin.png 1200w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Ippoliti-Ballarin-300x157.png 300w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Ippoliti-Ballarin-1024x536.png 1024w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/Ippoliti-Ballarin-768x402.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-30T07:24:20+02:00\">30 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/action-lets-go-on-a-trip-when-tv-shows-make-you-fall-in-love-with-places\/\" target=\"_self\" >Action! Let&#8217;s go on a trip! When TV shows make you fall in love with places<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">Trips often begin with a scene on screen. But what happens when cinema meets real places? We discuss this in a joint interview with Stefania Ippoliti and Enrico Ballarin. <\/p><\/div>\n<\/li><li class=\"wp-block-post post-18851 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-artificial-intelligence tag-bto-2026 tag-destination-management tag-dmo tag-isnart tag-offbeattribes tag-tourismdata tag-wine-tourism\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/behind-the-numbers-the-passions-getting-to-know-the-new-tourism-tribes\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Alessandra-Arcese.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Behind the Numbers, the Passions: Getting to Know the New Tourism Tribes\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Alessandra-Arcese.png 1200w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Alessandra-Arcese-300x157.png 300w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Alessandra-Arcese-1024x536.png 1024w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-Alessandra-Arcese-768x402.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-29T12:50:07+02:00\">29 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/behind-the-numbers-the-passions-getting-to-know-the-new-tourism-tribes\/\" target=\"_self\" >Behind the Numbers, the Passions: Getting to Know the New Tourism Tribes<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">A journey often begins with a passion. But how well do we really know the people who choose to visit our regions? We discuss this with Alessandra Arcese. <\/p><\/div>\n<\/li><li class=\"wp-block-post post-19043 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-aiadvertising tag-bto-2026 tag-digital-marketing tag-metaadvertising tag-offbeattribe tag-tourism-marketing\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/stop-calling-them-audiences-how-ai-is-changing-meta-advertising-in-the-travel-industry\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO26-intervista-veronica-civiero.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Stop Calling Them &#8220;Audiences&#8221;: How AI Is Changing Meta Advertising in the Travel Industry\" style=\"object-fit:cover;\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-28T13:02:25+02:00\">28 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/stop-calling-them-audiences-how-ai-is-changing-meta-advertising-in-the-travel-industry\/\" target=\"_self\" >Stop Calling Them &#8220;Audiences&#8221;: How AI Is Changing Meta Advertising in the Travel Industry<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">In this interview with Veronica Civiero, CEO and co-founder of Delivera and former manager at Meta, we explore the evolution of Meta Advertising in the tourism industry. <\/p><\/div>\n<\/li><li class=\"wp-block-post post-19032 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-bto-2026 tag-hospitality tag-netzero tag-sustainable-tourism\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/beyond-greenwashing-in-the-hospitality-industry-sustainability-as-a-conscious-choice\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"628\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/intervista-Silvia-Moggia.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Beyond Greenwashing in the Hospitality Industry: Sustainability as a Conscious Choice\" style=\"object-fit:cover;\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-25T15:20:16+02:00\">25 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/beyond-greenwashing-in-the-hospitality-industry-sustainability-as-a-conscious-choice\/\" target=\"_self\" >Beyond Greenwashing in the Hospitality Industry: Sustainability as a Conscious Choice<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">A conversation with Silvia Moggia. The interview was conducted by Stefano Maccioni as part of a new editorial project linked to the Social Media LAB at BTO 2026. <\/p><\/div>\n<\/li><li class=\"wp-block-post post-19151 post type-post status-publish format-standard has-post-thumbnail hentry category-bto2026 tag-artificial-intelligence tag-bto-2026 tag-digital-strategy tag-digital-training\">\n<figure class=\"wp-block-post-featured-image\"><a href=\"https:\/\/www.bto.travel\/en\/humans-train-ai-2026-artificial-intelligence-is-learned-through-practice\/\" target=\"_self\" ><img loading=\"lazy\" decoding=\"async\" width=\"1201\" height=\"630\" src=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO-HumansTrainAI.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"Humans Train AI 2026: Artificial Intelligence Is Learned Through Practice\" style=\"object-fit:cover;\" srcset=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO-HumansTrainAI.jpg 1201w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO-HumansTrainAI-300x157.jpg 300w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO-HumansTrainAI-1024x537.jpg 1024w, https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/10\/BTO-HumansTrainAI-768x403.jpg 768w\" sizes=\"auto, (max-width: 1201px) 100vw, 1201px\" \/><\/a><\/figure>\n\n<div class=\"wp-block-post-date\"><time datetime=\"2026-10-24T12:05:34+02:00\">24 October<\/time><\/div>\n\n<div class=\"taxonomy-category wp-block-post-terms\"><a href=\"https:\/\/www.bto.travel\/en\/category\/bto2026\/\" rel=\"tag\">BTO2026<\/a><\/div>\n\n<h2 class=\"mt-2 wp-block-post-title\"><a href=\"https:\/\/www.bto.travel\/en\/humans-train-ai-2026-artificial-intelligence-is-learned-through-practice\/\" target=\"_self\" >Humans Train AI 2026: Artificial Intelligence Is Learned Through Practice<\/a><\/h2>\n\n<div class=\"wp-block-post-excerpt\"><p class=\"wp-block-post-excerpt__excerpt\">From the creation of AI assistants to vibe coding, from new tools for tourism marketing to intelligent agents: \u201cHumans Train AI\u201d returns to BTO 2026. <\/p><\/div>\n<\/li><\/ul>\n\n<\/div>\n\n\n\n<p class=\"has-text-align-center wp-block-paragraph\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\"><a href=\"https:\/\/www.bto.travel\/en\/news\/\"><strong>Read more<\/strong><\/a><\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer d-none d-md-block\"><\/div>\n\n\n\n<style>\n.video-bg {\n  position: relative;\n  overflow: hidden;\n  width: 100%;\n  height: 90vh;\n  border-radius: 24px;\n}\n@media screen and (max-width:781px) {\n .video-bg {\n   position: relative;\n   overflow: hidden;\n   width: 100%;\n   height: 30vh;\n   border-radius: 24px;\n   margin-bottom: 50px;\n   margin-top: 50px;\n }\n}\n\n#bg-video {\n  position: absolute;\n  top: 0;\n  left: 0;\n  width: 100%;\n  height: 100%;\n  object-fit: cover;\n  z-index: -1;\n}\n.content {\n  position: relative;\n  z-index: 2;\n  color: white;\n  text-align: center;\n  padding-top: 30vh;\n}\n\n<\/style>\n<div class=\"video-bg\">\n  <video autoplay muted loop playsinline preload=\"none\" poster=\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Post_1200x628_1.png\" id=\"bg-video\">\n    <source src=\"https:\/\/www.bto.travel\/wp-content\/themes\/bto22-theme-10\/public\/images\/BTO_2026_main_video.mp4\" type=\"video\/mp4\">\n  <\/video>\n\n<script>\nconst video = document.getElementById('bg-video');\nvideo.addEventListener('loadedmetadata', function () {\n    video.currentTime = 2;\n});\n<\/script>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer d-none d-md-block\"><\/div>\n\n\n\n<div class=\"wp-block-group p-4 p-sm-5 br-24 flex-column flex-lg-row has-white-color has-bto-black-background-color has-text-color has-background is-horizontal is-content-justification-space-between is-nowrap is-layout-flex wp-container-core-group-is-layout-70c0e0da wp-block-group-is-layout-flex\">\n<h2 class=\"wp-block-heading mb-3\" style=\"font-size:36px;font-style:normal;font-weight:500\">Follow us <\/h2>\n\n\n\n<div class=\"icon-list my-3\"><a href=\"https:\/\/www.facebook.com\/BTO.Official\/\" target=\"_blank\" rel=\"noopener\"><i class=\"bi bi-facebook me-2 me-sm-3\"><\/i><\/a><a href=\"https:\/\/twitter.com\/BTO_travel\" target=\"_blank\" rel=\"noopener\"><i class=\"bi bi-twitter-x mx-2 mx-sm-3\"><\/i><\/a><a href=\"https:\/\/www.instagram.com\/bto_betravelonlife\/\" target=\"_blank\" rel=\"noopener\"><i class=\"bi bi-instagram mx-2 mx-sm-3\"><\/i><\/a><a href=\"https:\/\/www.youtube.com\/c\/BTOOfficialVideo\" target=\"_blank\" rel=\"noopener\"><i class=\"bi bi-youtube mx-2 mx-sm-3\"><\/i><\/a><a href=\"https:\/\/www.linkedin.com\/company\/bto-be-travel-onlife\/\" target=\"_blank\" rel=\"noopener\"><i class=\"bi bi-linkedin ms-2 ms-sm-3\"><\/i><\/a><\/div>\n\n\n\n<p style=\"flex-basis:30%\">Follow us on our social channels, stay updated on the latest news and join the conversation #BTO2026<\/p>\n<\/div>\n\n\n\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"BusinessEvent\",\n  \"@id\": \"https:\/\/www.bto.travel\/#bto2026\",\n  \"name\": \"BTO 2026 \u2013 Be Travel Onlife\",\n  \"alternateName\": [\"BTO2026\", \"BTO Be Travel Onlife 2026\"],\n  \"description\": \"18th edition of BTO \u2013 Be Travel Onlife, Italy's event on digital tourism and innovation. 2026 theme: Offbeat Tribes.\",\n  \"startDate\": \"2026-11-10T10:00:00+01:00\",\n  \"endDate\": \"2026-11-11T17:00:00+01:00\",\n  \"eventStatus\": \"https:\/\/schema.org\/EventScheduled\",\n  \"eventAttendanceMode\": \"https:\/\/schema.org\/OfflineEventAttendanceMode\",\n  \"inLanguage\": [\"it\", \"en\"],\n  \"url\": \"https:\/\/www.bto.travel\/en\/\",\n  \"image\": [\"https:\/\/www.bto.travel\/wp-content\/uploads\/2026\/07\/BTO26-Post_1200x628_1.png\"],\n  \"location\": {\n 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\"https:\/\/www.bto.travel\/en\/ticket\/\", \"availability\": \"https:\/\/schema.org\/InStock\"},\n    {\"@type\": \"Offer\", \"name\": \"Young People (under 26)\", \"price\": \"49\", \"priceCurrency\": \"EUR\", \"url\": \"https:\/\/www.bto.travel\/en\/ticket\/\", \"availability\": \"https:\/\/schema.org\/InStock\"},\n    {\"@type\": \"Offer\", \"name\": \"Tuscany Ticket\", \"price\": \"99\", \"priceCurrency\": \"EUR\", \"url\": \"https:\/\/www.bto.travel\/en\/ticket\/\", \"availability\": \"https:\/\/schema.org\/InStock\"}\n  ],\n  \"about\": [\"Destination\", \"Digital Strategy & Innovation\", \"Food & Wine Tourism\", \"Hospitality\"],\n  \"sameAs\": [\n    \"https:\/\/www.linkedin.com\/company\/bto-be-travel-onlife\/\",\n    \"https:\/\/www.instagram.com\/bto_betravelonlife\/\",\n    \"https:\/\/www.facebook.com\/BTO.Official\/\",\n    \"https:\/\/www.youtube.com\/c\/BTOOfficialVideo\"\n  ]\n}\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>BTO 2026 Tickets Tickets from \u20ac49 for under-26s, full two-day ticket \u20ac149. Special rates for Tuscan companies and group bundles. Institutional partners Latest news Main PartnerBTO 2026 Read more Follow us Follow us on our social channels, stay updated on the latest news and join the conversation #BTO2026<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-850","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BTO 2026 - Be Travel Onlife | 10-11 November, Florence<\/title>\n<meta name=\"description\" content=\"BTO \u2013 Be Travel Onlife, Italy&#039;s digital tourism event: 10-11 November 2026 at Stazione Leopolda, Florence. 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