At BTO 2025 in Florence, the air had that familiar charge that makes this event unlike anything else in Italy. BTO has spent more than fifteen years turning digital tourism into a living organism, a place where ideas collide, where people learn by exposure rather than instruction, and where new projects seem to appear almost by spontaneous combustion. It is the moment of the year when researchers, operators, and the usual tribe of innovators gather to compare notes, test intuitions, and understand where the industry is actually heading. It is also the main Italian meeting ground for anyone working in digital tourism who wants real conversations rather than polite showcases.At BTO 2025 in Florence, the air had that familiar charge that makes this event unlike anything else in Italy. BTO has spent more than fifteen years turning digital tourism into a living organism, a place where ideas collide, where people learn by exposure rather than instruction, and where new projects seem to appear almost by spontaneous combustion. It is the moment of the year when researchers, operators, and the usual tribe of innovators gather to compare notes, test intuitions, and understand where the industry is actually heading. It is also the main Italian meeting ground for anyone working in digital tourism who wants real conversations rather than polite showcases.
BTO 2025, Florence: Zero Click, Zero Friction. A New Grammar for Hospitality.
