- BTO Be Travel Onlife takes place in Florence on 10 and 11 November 2026.
- The event explores digital innovation including AI tools.
- Research shows 75pc of travellers value personal service in hotels.
- BTO was founded in 2008 as Buy Tourism Online.
- The event is held at Stazione Leopolda.
BTO Be Travel Onlife takes place in Florence on 10 and 11 November 2026. The event will explore digital innovation in tourism including artificial intelligence tools and experimental technologies. Research presented will examine the continuing importance of human staff in hotels with 75pc of travellers noting personal service remains key to good hospitality.
The 18th edition of the B2B travel and technology event takes place at the Stazione Leopolda. BTO was originally founded in 2008 as Buy Tourism Online and has evolved into Italy’s benchmark event bridging the gap between digital innovation and the travel sector. The gathering is jointly owned by the Region of Tuscany and the Florence Chamber of Commerce.
The event is organised around specialised thematic paths covering hospitality innovation, destination management, digital strategy and food and wine tourism. Conference spaces feature keynotes, panel discussions, interactive workshops and a product showcase where buyers can evaluate hospitality software. The event functions as a networking lab and training ground for travel operators and technology providers.
