The 17th edition of BTO - Be Travel Onlife, in Florence redrew tourism’s map through data and innovation.
“Tourism no longer observes change: today it generates it”
ItaliAbsolutely was a media partner of the innovation and tourism event, held at the Leopolda in Florence, which redrew a map of tourism’s future, focusing on the data and dynamics that are reshaping demand, products and skills. The Cross-Travel theme framed a sector that no longer exists in watertight compartments with technology, territories, content, community and sustainability all now converging in a single ecosystem. “Tourism no longer observes change: today it generates it,” said Francesco Tapinassi, scientific director, BTO - Be Travel Onlife.
Generative AI is set to quickly exceed 50%
The Phocuswright presentation outlined a more mature and selective global market. The value of bookings has reached USD1.61 trillion, with expected growth to USD1.72 trillion. Sixty per cent of bookings are online, three out of four airline tickets are bought digitally, short rentals are close to $176 billion and mobile drives interaction from the moment of inspiration. Generative AI, used by 18% of leisure travellers, is set to quickly exceed 50%.
The growing value of “cross-sector” brands
Within the Food & Wine Tourism segment of which Roberto Milano is the scientific coordinator, the panels on food and wine indicated a clear direction: Italy can no longer limit itself to the strength of its products but must build structured and diversified experiences. There was also great interest in Cross-Over d'Eccellenza, dedicated to Guido Martinetti, founder of Grom and now brand manager of Mura Mura / Le Marne Relais. Interviewed by Roberto Milano and Nicola Zoppi, hospitality scientific coordinator, Martinetti traced the transition from ice cream to wine and hospitality. A path that underscores a growing trend: the value of “cross-sector” brands, capable of combining craftsmanship, design and territorial roots.
“The challenge is to keep alive what makes a place unique”
From the Eat, Travel, Love panel it emerged that digital content is now one of the main drivers of choice. ‘Today many people do not visit a place: they interpret what they have seen on social media,- explained Fabrizio Todisco, tourism media strategist. -The risk is to make everything a big stage. The challenge is to keep alive what makes a place unique.” A crucial issue for Italian destinations exposed to the impact of TikTok and viral formats.
The need to build experiential ecosystems
A new scenario is emerging for inbound operators: it will no longer be enough to propose itineraries, they will have to build experiential ecosystems capable of speaking different languages, from digital to territorial. Italy already possesses the assets, now it must transform them into measurable value.
