The future of tourism lies somewhere between artificial intelligence and human connection. This was the central message of the 18th edition of BTO – Be Travel Onlife, which concluded on November 11 at Florence’s Stazione Leopolda after two days of discussions, research presentations and practical workshops exploring the changing face of travel.
Promoted by the Tuscany Region and the Florence Chamber of Commerce, and organized by Toscana Promozione Turistica, PromoFirenze and Fondazione Sistema Toscana, the annual event brought together representatives from the tourism industry, public institutions, academia and major international technology platforms. The theme for 2026, Offbeat Tribes – Beyond the Rules, Within New Tribes: Tourism of Opposites in the Age of AI, examined the tension between increasingly automated travel processes and the growing desire for authenticity, meaningful relationships and a sense of belonging.
The programme featured 90 sessions, almost 300 speakers and seven conference rooms, with contributions from 97 experts on the event’s advisory board. Artificial intelligence was a major focus, particularly its growing influence on how travellers search for and book holidays. Google announced the introduction in the United States of direct flight and hotel bookings within its AI Mode interface, signalling a potential shift in the relationship between travellers, search engines and traditional booking platforms.
Research presented by Amadeus in its Tailored Horizons study found that 76 per cent of travellers now trust AI to help select holiday options, while more than half are willing to share personal preferences in exchange for tailored recommendations. Transparency and human oversight, however, remain essential.
The hospitality sector faces a more complex transition. A survey of 1,000 hotels by SRM, part of the Intesa Sanpaolo Group, found that medium-sized and larger establishments are leading investment in AI, while independent properties continue to face barriers linked to costs and the integration of new technologies into existing systems. The findings highlighted the importance of using automation to free up staff time for what remains at the heart of hospitality: welcoming guests and building personal relationships.
Food and wine tourism also featured prominently. According to Mastercard’s Tourism Observatory and its Risto Impact study, restaurants account for 21% of tourist spending in Italy, making dining the leading category of visitor expenditure. Meanwhile, research presented by Roberta Garibaldi for the Italian Association of Food and Wine Tourism identified five distinct food tourism profiles. The largest group, known as the Researchers, accounts for 69% of the market and is interested in local shops and producers. The younger, wellness-oriented Flowers Children, representing 19%, tend to stay longer (almost four days on average) and spend more on winery visits and experiential activities. The findings point to the need for more flexible, personalised tourism offers rather than standardized packages.
Beyond technology, the event addressed the challenges of destination management and overtourism. A key development was the launch of Toscana AI Ready, a pilot initiative promoted by the Tuscany Region in collaboration with ANCI Toscana. The project aims to help local destination communities use AI in the practical management of tourism promotion and visitor flows.
Other programme highlights included demonstrations of social robotics in hospitality, featuring robotic dogs developed by OMAI.cloud, the Creators Award, sessions on film tourism and the third edition of BTO Women, dedicated to women’s travel experiences and safety.
Although the two-day event has come to a close at the Leopolda, the programme will remain accessible online. In the coming weeks, BTO rePlay will make recordings of the sessions, research reports and presentation slides available on demand, extending the event’s role as a platform for professional development and ongoing training across the tourism sector.
BTO has confirmed its return to Florence in 2027.
