Discover BTO


BTO11 is the eleventh edition of BTO, a uniquely formatted event that has, over time, become an unmissable event for anyone involved in tourism.

On Wednesday 20 and Thursday 21 March 2019, we will be returning to the place where the BTO adventure began eleven years ago: the Leopolda Station in Florence.

Here and now
The event will be focussing on the “here and now”, as the BTO11 slogan, “Right here, right now”, suggests: two days of conferences with more than 130 speakers involved in a scientific program of more than 100 appointments between keynotes, panel discussions, “Toolboxes” complete with attendance certificates, product presentations by the exhibitor Club companies and the presentation of Tourist Destination governance rules.

BTO is for you
BTO11 | Right here, right now is aimed at operators in the wide-ranging tourist supply chain, in particular accommodation, collective stakeholders, those in charge of central tourism and the destinations, those who study and research, and those who work in marketing.

The Advisory Board
The Advisory Board is made up of a group of people who have made themselves available to contribute to drawing up the scientific program for BTO11 | Right here, right now, on the invitation and coordination of the Scientific Director, Francesco Tapinassi. The program is therefore the result of the work of a group of 50 people, each bringing their own experience, with the aim of offering visitors on 20 and 21 March, in Stazione Leopolda for the eleventh edition of BTO – Buy Tourism Online, a program that is up to their expectations.

SMART Tourism
“Being ‘Smart’ in tourism means offering innovative digital services that can improve travellers’ experience, the management of destinations, and the management and marketing of companies in the sector”.
The concept of “Smart” is the connecting element of the entire program of BTO11 | Right here, right now, proposed by the Scientific Director and accepted by the entire Advisory Board. It has been chosen because it applies to all the components of supply and demand: from hospitality to mobility, management and promotion of destinations to integrations between public and private service providers, systems of analysis of tourist flows to building personalised experiences.

The scientific program
One session will be held in the morning, and one in the afternoon for each of the two days of BTO11: starting at 9.15 am and ending at around 6 pm with a break for lunch.
In each of the 50-minute time slots, there are six proposals to choose from according to your interests: visitors can use the MyBTO app to build your own Agenda, using search filters.

BTO11 will be focussing on four main topics, which form the basis of the whole scientific program:

  • Destination
  • Digital strategy
  • Food and Wine Tourism
  • Hospitality