The spirit of BTO is clear and transparent. Constantly renewing is the secret ingredient in any successful recipe for companies operating in hospitality. Perhaps this is the only way to go. BTO, with its ever-renewed and innovative pathway, is an excellent example of this.
The speed of change in tourism is exponential, as the complexity increases year by year. BTO is an event and also a beacon, for orienting itself in digital transformation – to understand, to study, to develop skills and to learn how to act.
Being SMART in the food and wine tourism sector means offering innovative services able to improve not only the tourist’s experience, but also the quality of life of those residing in the tourist destinations and, not least, the profitability of companies operating in the territory.
An open look towards the future of tourism, a future – and one that already exists in some parts of the world – full of opportunities arising from the development of systems able to render more intelligent the actions of different actors in tourism, such as the destinations, operators and travellers.
The aim is to discuss new trends, technologies, tools of the trade, contamination from sectors flanking tourism such as payments, and the many new opportunities for development.
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.
