BTO 2022 a Firenze: travel and innovation

Sustainability, digital nomadism, experience, also in terms of inner research, to do alone: are some of the trends driving traveler bookings. New forms of tourism, between Metaverse, unusual destinations and medium-long term stays, will be the focus of the 14th edition ofBTO – Be Travel Onlife, the reference event in Italy dedicated to the union between innovation and tourism. The appointment is atStazione Leopolda FlorenceTuesday 29 is Wednesday 30 November. BTO – Be Travel Onlife is an event ofRegione Toscana andChamber of Commerce of Florence. The organization is by Toscana Promozione Turistica, PromoFirenze and the Tuscany System Foundation.

Metatourism is the keyword of a program full of important contributions: 100 events between insights, futuristic workshops and speeches to learn about new trends in technology applied to travel, destinations, professions, ways to travel. Seby 2026 a quarter of people will spend at least an hour a day in the Metaverse(Gartner estimate), BTO 2023 looks like a great preview: thanks to the futuristic creativity ofThe Pier, the Stazione Leopolda will host a series of spectacular installations. A“talking” colonnade will introduce visitors by anticipating the thematic areas of the event thanks to augmented reality technology, while inside it will be possible to do"virtual acquaintance" of some of the main speakers: it will be enough to frame the identification badge that they will wear around their necks or the respective "photographic" copies shown in full size on a wall, to hear the presentation on their speakerphone.

Another novelty is theMETA-BTOrealizzata daCarraro LAB, an unprecedented experimentation of the phygital synergy between physical and virtual events: while the inaugural speech is held on stage, the virtual duplicate of the Leopolda appears on the big screen, with avatars and 3D environments that interact with real speakers and participants. A part of the virtual exhibition is dedicated to the guidelines ofEuropean Commission, with quotes from the positions taken by Ursula Von Der Leyen and Commissioner Thierry Breton, aimed at stimulating a European approach to the Metaverse, which intends to be ethical, link, sicuro, not monopolistic. A second 3D exhibition area presents the key concepts of the Touristic Metaverse, which stands as an immersive evolution to promote real travel. Another opportunity offered to BTO participants 2022 is visit personally, in the form of an avatar, the review in the Metaverse, by accessing it in cross-device mode from a PC, Smartphones and VR viewers through a Qrcode/link that will be provided after the presentations. The experimentation of META BTO is an emblematic case history of the applications of the Metaverse to MICE tourism.

The search forsustainable solutions is, together with innovation, the other red thread of BTO 2022: it is no coincidence that the 14th edition putsban plastic and focuses on alternative mobility. Thanks to an agreement withPubliacqua, two drinking water fountains will be available inside the Leopolda. Principles ofecodesign, with low-impact materials and attention to the method of disposal. Among the partners of the initiativeBird andRidem's, for discounts on scooter rental, bikes and ebikes for the participants.

Per questa edizione, la Camera di Commercio di Firenze, co-owner of the BTO brand together with the Tuscany Region, involved theItalian chamber system and the economic operators active in the territories through the promotion ofBTO ON TOUR, a preview of the major themes of the initiative. The promotion developed into three appointments in which the central theme of BTO2022 was presented: Metatourism.BTO ON TOUR it took place in three stages: aSiennathe 3 November in the complex of Santa Maria della Scala, aPaduathe 15 November, in the context ofDigital Tourism 2022 and, finally, aRomeat the headquarters of Unioncamerethe 16 novembre scorso.

The BTO program was born from the choral work of theAdvisory Boardmade up of professionals from all over Italy, coordinated byScientific director, Francesco Tapinassi. The program revolves around four topics: Hospitality, Food & Wine, Destination, Digital Strategy & Innovation.

The opening of works in Leopolda is scheduled at 9.45 of Tuesday 29 November. To 10.30 the inauguration of BTO2022 is scheduled in the presence of the president of the Tuscany Region, Eugenio Giani, of the President of the Chamber of Commerce of Florence, Leonardo Bassilichi and the organizers. Following, to 11, the panel “Destination Tuscany, results and prospects for the 2023” with the Regional Tourism Councilor, Leonardo Marras. They participate, among others, Matthew Biffoni president of Anci Tuscany, Francesco Palumbo director of the Tuscany System Foundation and Francesco Tapinassi, here as director of Toscana Promozione Turistica.

HOSPITALITY – On the frontHospitality, coordinated thematic areaNicholas Zoppi, and also built with the precious contribution of the national trade associations, they will confront such an eccentric futuristSimone Puerto and a nostalgic hospitality traditionalist likeMichael Costa, as well as a pool of academics and managers called to evaluate the opportunities and risks of the Metaverses. One of the most awaited panels, on the difficulties of recruiting in Italian hotels, the general manager of Federalberghi will be the protagonistsAlexander Nucara, the general manager of Confindustria AlberghiBarbara Casillo and the national coordinator of ConfesercentiCorrado Luca Bianca in a headline comparison “Big Quit, Quitfluencer and Appeal in tourism” (30 novembre ore 11). Insieme aFederalberghwe will talk about innovation and transfer of skills thanks to apprenticeships while withConfindustria Hotels we will see what changes for the big online platforms and hoteliers after the new EU regulations.

FOOD & WINE – International strategies compared in the topic dedicated toFood & Wine Tourism, curato daRobert Milan: at the table the Tourist Boards ofSpain, Slovenia and Denmark, in partnership con ADUTEI, Association of Official Foreign Tourism Delegates in Italy. Some renowned Italian food and wine destinations will also be in the spotlight, qualiLanghe Monferrato and RoeroTrentino, Emilia. Ofwine tourism will also talk toVinophila, the first metaverse dedicated to wine and alcoholic beverages, andWinearound, digital booking platform for visits to cellars and Barbara Sgarzi, journalist, lecturer and sommelier. The numbers support the strategies, with the interventions of: Monica Mantovani ofIpsos; Stefano Epifani, president of the Foundation for Digital Sustainability; The Fork. Among the visions that of Davide Rampello, Rampello artistic director & Partners, and Febo Leondini, Master professor in Trade Management at the Luiss Business School. Focus oncatering with Carmela Colaiacovo, Presidente diConfindustria Hotels, Anna Prandoni, director of Gastronomika, Alberto Lupini, direttore di Italia a Tavola. Among the technology companies presentVar Group, AlmavivAS.p.A., Foodchain, to touch on sustainability issues, of food waste, the benefits of digitization and traceability: 120 billions is the value of fake Made in Italy agri-food in the world and technology is a powerful weapon against counterfeiting Italian Sounding.

DESTINATION – The green transition of Destination, at the center of the thematic area curated by Emma Taveri. Starting from new models of digital and environmental innovation from Europe, analyzed in the company of Patrick Torrent, vice president of NECSTouR, network of European regions committed to economic sustainability, social and environmental through tourism. They will also participate in the panel Regione Toscana, Andalusia and Brittany. Of sustainable travel it will also talk to IPSOS, with the Network of Sustainable Municipalities, ASVIS (Italian Alliance for Sustainable Development) and with the councilors of Florence, Milan and Venice. From Northern Europe to BTO will also arrive virtuous destinations in territorial marketing such as Finlandia, Sweden and Switzerland. From Europe to the commitment of the Italian Regions, with the presentation of Tourism Digital Hub, an integrated tourist ecosystem at the center of an in-depth study with Toscana Promozione Turistica, Veneto region, Tourism policy commission Regions and autonomous provinces. Not just digital and technology, but we will also talk travel for good, and that is to travel creating a positive impact, con Better Places e il Transformational Travel Council. New entry il Loire Valley Regional Tourism Center who will speak with its general manager, Marc Richet,presenting in preview at BTO the innovation plan in the regional tourism sector.

DIGITAL STRATEGY & INNOVATION – The program will develop on the definitions of Metaverse and on the applications of Web3 technologies in tourismDigital Strategy & Innovation curatoby Giulia EremitaandRodolfo Baggio. Phu Styles, known as "Madame Crypto”, will tell the web traveler communities 3, DeFi, NFTs, P2E e metaversici, between dematerialized and real experiences. Precisely on authenticity as the key to bringing immersive and VR experiences to the general public, will interveneStephen Hicks, neuroscientist at the University of Oxford and founder of Oxsight Limited who is trying to make avatars even more “humanised” with real-time tracking of expressions. Also, exclusive numbers and trends will be presentedWunderman Thompson, by the Global Director, Emma Chiu. Not to be missed "Martech e privacy, a complicated relationship”, the meeting promoted by Fondazione Sistema Toscana and moderated by Gianluca Diegoli, Marketing Advisor & IULM teacher and dedicated to data driven marketing, because data collection has to deal with the growing need to protect privacy. It will be discussed withIsabella Mazzeo, Ads Privacy and Data activation Lead Google, Massimo Fubini, General Manager MailUp+ContactLab, Guido Scorza, Member of the Guarantor for the protection of personal data and Chiara Leoni, IT lawyer & Data Protection. Prospects for the Italian tourism chain with a reflection on the current competitive context conditioned by strong uncertainty will be discussed withTito Nocentini, Regional Director of Tuscany and Umbria Intesa Sanpaolo eSara Giusti, Intesa Sanpaolo economist.

TOOLBOXES – Nourished the program dedicated to insiders, with events designed to provide the "toolbox" to acquire or develop specific skills. These include the analyzes on the “only traveler” segment, i.e. ilonely travellers, on which several players are focusing, the lesson of "Tik Tok for neophytes"ByElena Farinelli, Social Media teacher and Web Marketing consultant, the basic tools ofEmail Marketing Automation, withAlessandra Farabegoli, lecturer and email marketing expert. Space for creativity in hospitality with WOW accommodations and leunique selling proposition. In addition to the advice of a top photographer to make even what doesn't seem instagrammable at first sight. The problems of personnel shortages and those of supply increases will be dealt with by experts in revenue management and management control. Finally, a pool of experts will meet to understand how the students are doinginvestments in the hotel sector in this phase of great changes.

BTO LABS – The training sessions continue online until the end of December thanks to the "BTO Labs”, digital laboratories designed as thematic insights to encourage interaction and cooperation between the various players in the regional tourism system: web conference that Toscana Promozione Turistica and the Tuscany Region make available to all tourism operators in Tuscany, thanks also to the involvement of tourism trade associations.

ITALY AMBASSADOR AWARDS – For the first time BTO will host an event within the event: the awards ceremony ofItaly Ambassador Awards, the first Italian prize for the best influencers, content creators and bloggers from all over the world who promote Italy: a recognition of the work of those who are dedicated to making Italy's many qualities better known, from culture to fashion, from flavors to travel.

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