There is the new challenge of conveying the destinations not only in marketing terms (in the sense of communication), but also as a real product (urban planning, management of tourist flows).

Key trends, cutting-edge innovation, forecasting data, strategies and records that define the future of travel and its industry – BTO11 will be all of this. BTO is an ecosystem that collects, connects and distributes.

Successful examples and experiences of development within the territory that have tourism as a fundamental component. Areas of post-industrial regeneration, connections between public and private, innovative business models that demonstrate the need to exit the Italian “comfort zone” and take on new projects.

The idea is to show how academics and researchers from the tourism world are anticipators of trends and phenomena and how they can provide valuable tools to rationally analyse the various situations whilst avoiding “myths” and “urban legends”.

Today, the hospitality industry has dozens of scientific studies on how to properly manage its digital presence – SMART means putting them into practice.

Innovation in distribution technology systems, in digital communication, in the construction of products presented in a concrete way. Case studies described in simple language. Interviews with central figures of companies. Relevant examples.

A look towards the market trends that we need to ponder and plan, without forgetting the practical actions to be undertaken immediately to improve the performance of tourism activities.

Tourism start-ups have a thousand good ideas – do we want to understand them and help them be put into practice? Everyone talks about overtourism as an inescapable cataclysm, but is it really so? These are very important issues for me.

I am in charge of the Destination Management System in support of destinations and businesses in organising and managing the tourist offering, also digitally. To be SMART, it is necessary to be better organised at the level of “Tourist Destinations”!

Participating in BTO is necessary given that it is the only event to offer ideas, innovations and updates on the health of tourism whilst facilitating an enjoyable sharing of content that is relevant for the entire sector.