BTO2026 | Be Travel Onlife
Nov 10 - 11, 2026
Stazione Leopolda
Firenze, Italy
BTO – Be Travel Onlife is Italy's leading annual conference dedicated to digital innovation, technology, and the future of tourism. Held in Florence, the event brings together hospitality professionals, tourism executives, technology providers, destination managers, researchers, and industry thought leaders to explore the trends and innovations transforming the travel industry. Established in 2008 as Buy Tourism Online, BTO has evolved into an internationally recognized platform for knowledge sharing, professional development, and industry networking.
The conference features a comprehensive program of keynote presentations, panel discussions, interactive workshops, technology showcases, and networking opportunities. Its content is organized around four principal themes: Hospitality, Destination, Food & Wine, and Digital Strategy & Innovation. Topics range from artificial intelligence, digital distribution, and revenue management to destination marketing, sustainability, guest experience, and emerging business models. Combining strategic insights with practical case studies, BTO helps industry professionals understand and respond to the rapidly evolving digital tourism landscape.
Hosted at the historic Stazione Leopolda in Florence, BTO attracts leading speakers, innovative companies, and decision-makers from across the tourism and hospitality ecosystem. The event is known for its forward-looking content, collaborative atmosphere, and emphasis on connecting technological innovation with real-world business applications. The 18th edition of BTO takes place on November 10–11, 2026, continuing its mission to inspire new ideas, foster industry partnerships, and shape the future of travel and hospitality.