BTO - Be Travel Onlife is the reference event in Italy on Digital Tourism, Innovation and Training. For over 15 years, BTO has created a unique event thanks to innovative content, high-level national and international speakers, and a contagious and exciting atmosphere. Here ideas, collaborations, and projects are born.
Through stimuli, research, and visions, people train on new digital tools. BTO is also the main Italian appointment of international importance for networking between operators and companies in digital tourism.
The 2026 edition will be held in November 2026 at the Stazione Leopolda in Florence, bringing together industry professionals, innovators, and technology experts to explore the future of travel and hospitality. The event is organized by Regione Toscana and the Camera di Commercio di Firenze, with the scientific committee curating a program that reflects the latest trends and innovations in the industry.
The 4 Thematic Paths
The event is structured in four thematic paths where innovations will be vertically developed:
DESTINATION
Strategies and future scenarios for the development, marketing, management, and governance of destinations. Evolution of DMOs, participatory models, and innovative use between sustainability, social innovation, community tourism, and human-centered approaches to territory storytelling.
DIGITAL STRATEGY AND INNOVATION
Data-driven digital strategies to intercept, convert, and retain the contemporary traveler and as support for tourism governance, also through the analysis of connections with the rest of the political, economic, and social world. Focus on generative AI, marketing automation, and customer journey.
FOOD & WINE TOURISM
Developing food and wine tourism, between digital challenges, AI, and sustainability. Understanding changes to create innovative strategies and actions. Vision and training to increase the competitiveness of businesses, supply chains, and territories. Ideas and stimuli for hotels, wineries, restaurants, consortia, DMOs, and governance.
HOSPITALITY
New hospitality models between digital innovation, sustainability, and human relationships. From technologies for reception to stay personalization, the hotel evolves to combine experience, efficiency, and profitability in a Cross Travel ecosystem.
The purpose of BTO is to reach that detail that interests and is useful to all operators. Many vertical appointments to elaborate together this new present and tell the future of tourism.
The Importance of BTO - Be Travel Onlife
BTO represents a unique platform for dialogue and knowledge sharing in the tourism sector. The event brings together entrepreneurs, managers, researchers, and digital innovators to discuss how technology can enhance the travel experience while maintaining authenticity and sustainability.
For companies operating in the hospitality and tourism sector, participating in BTO means gaining insights into emerging trends, discovering innovative solutions, and understanding how digital transformation can improve customer service and operational efficiency.
Voice AI for Tourism: A Revolutionary Solution
In an increasingly digital tourism market, customer service excellence has become a key differentiator. Hotels, spas, and tourism offices need to be available 24/7 to respond to booking requests, provide information, and manage customer relationships effectively.
Voice AI agents offer a revolutionary solution for the tourism sector:
- 24/7 availability: Never miss a booking request, even outside business hours
- Multilingual support: Serve international customers in their native language
- Real-time availability management: Check room, service, and meeting room availability instantly
- Automated booking confirmation: Complete reservations autonomously without human intervention
- Personalized customer experience: Provide tailored information based on customer needs
Innovation at BTO 2026
At BTO 2026, visitors will have the opportunity to discover how voice AI technology and other digital innovations can transform customer service in the tourism sector. The event will showcase:
- Live demonstrations of voice AI agents managing hotel bookings
- Integration capabilities with existing hotel management systems
- Case studies from hotels and tourism businesses already using voice AI solutions
- Customization options for different types of tourism businesses
- Implementation strategies and best practices for digital transformation
The Future of Tourism Customer Service
The tourism sector is experiencing a digital transformation, and voice AI represents the next frontier in customer service innovation. By automating routine booking and information requests, tourism businesses can focus on providing exceptional experiences to their guests while ensuring no opportunity is missed.
BTO 2026 in Florence will be the perfect occasion to discover how voice AI solutions and digital innovations can help hotels, spas, and tourism offices improve customer service, increase bookings, and enhance operational efficiency. For more information about the event, visit the official BTO website.