Florence is set to host the 16th edition of BTO – Be Travel Onlife on November 27-28 at the iconic Stazione Leopolda. This year’s theme, “Balance: AI Confluence in Travel”, delves into the delicate interplay between artificial intelligence and human interaction, reshaping the way we experience travel.
Organized by Fondazione Sistema Toscana, Toscana Promozione Turistica, and PromoFirenze, and promoted by the Regione Toscanaand the Florence Chamber of Commerce, BTO 2024 will focus on four main topics: Destination, Digital Strategy, Food & Wine Tourism, and Hospitality.
Spotlight on Food and Wine Tourism
A growing segment of the travel industry, food and wine tourism takes center stage with curated sessions led by Roberta Milano under the guidance of Scientific Director Francesco Tapinassi. This sector is booming, with enotourism projected to grow by 12.9% annually over the next five years, while culinary tourism is expected to rise by an impressive 19.7%. A fascinating trend among younger travelers (18-24) is the rise of cheese-focused tourism, which has grown by 7.3% in just three years.
Embracing AI for a Smarter Tourism Future
BTO 2023 doesn’t shy away from innovation. Highlights include:
• Virtual Sommelier: A QR-code-based AI solution that offers tailored food and wine pairing recommendations, easing the workload of restaurant staff during peak times.
• A dedicated panel titled “Artificial Intelligence in Wine and Enotourism: Future Scenarios”.
Sustainable and Sensory Tourism
The event will also address global challenges like climate change and cybersecurity while celebrating Italy’s regional flavors. The innovative “Aromi d’Italia” project, a collaboration between the Ministry of Tourism and Tuscany, invites participants on a sensory journey to decode the unique aromas of Italy’s regional cuisines.
With a rich program that merges cutting-edge technology and tradition, BTO 2023 offers a glimpse into the future of tourism in Tuscany and beyond. For those passionate about travel innovation, food, and culture, this is an event not to be missed!
Learn More
Visit BTO’s official website for the full program and updates.
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