BTO Florence 2026: innovation, tourism and a stay in the city

BTO Florence returns in 2026 as one of the most important events in Italy for professionals working in tourism, hospitality, digital communication and travel innovation. Scheduled for 10 and 11 November 2026 at Stazione Leopolda, BTO is much more than a conference. It is a place for meetings, training and networking, where operators, companies, institutions and professionals discuss the new scenarios of tourism. For those arriving in Florence to attend the event, choosing the right hotel becomes an essential part of the experience. You need a central, private and convenient base, able to support two intense days without adding complexity to your movements around the city.

What is BTO?

Be Travel Onlife, BTO, was originally created as Buy Tourism Online and has long been a point of reference for understanding how digital technology is transforming the way people travel, communicate, choose and experience destinations. The event brings together innovative content, high-level speakers, research, visions and opportunities for discussion designed for those working in the tourism sector. Taking part in BTO Florence means entering a dynamic environment where ideas, collaborations and new projects are born. It is not only a training event, but also an opportunity to understand the present of tourism and imagine its future, through digital tools, sustainability, artificial intelligence, marketing, hospitality and new traveller habits.

The themes of BTO 2026: tourism, digital and hospitality

The strength of BTO Florence lies in its ability to approach tourism from different yet complementary perspectives. The content is developed through four main thematic areas: Destination, Digital Strategy and Innovation, Food & Wine Tourism and Hospitality. The Destination topic explores strategies, future scenarios, governance and destination storytelling. Digital Strategy and Innovation focuses on data-driven tools, generative artificial intelligence, marketing automation and the customer journey. The area dedicated to Food & Wine Tourism concentrates on food and wine tourism, with a focus on sustainability, competitiveness and new digital strategies. Finally, Hospitality addresses the evolution of accommodation and guest experience, between technology, stay personalisation, human relationships and efficiency.

Who BTO is for

BTO Florence is designed for a broad yet highly specialised audience. The event is aimed at those working in tourism and hospitality, professionals in the food, wine and restaurant sectors, tourism governance operators, institutions, associations, networks, districts, consultants, marketing experts, digital communication agencies, technology companies, researchers and students. This variety is precisely what makes BTO such an interesting event. Over two days, participants can attend panels, seminars, debates, technical sessions, meetings and networking opportunities. For those working in tourism, it is a concrete opportunity to stay up to date, meet qualified contacts and return to their work with new tools and new perspectives.

Stazione Leopolda and the value of location

The 2026 edition of BTO Florence takes place at Stazione Leopolda, one of the city’s most recognisable venues for events, fairs and cultural appointments. Attending an event in this location means experiencing a different side of Florence from the more tourist-oriented one: a contemporary, professional city, capable of welcoming business, innovation and creativity. For those arriving from outside the city, logistics are an important factor. BTO days can be full of meetings and content, so staying in a central location helps make the experience smoother. Reaching the event, returning for a break, organising a business dinner or enjoying a walk through the historic centre becomes much easier when the hotel is located in the heart of the city.

BTO and Donati Luxury Tower: a more private stay

During an event such as BTO Florence, the true value of a stay is not only convenience, but also the possibility of finding a personal space after intense days of training, networking and appointments. Donati Luxury Tower offers precisely this dimension: an elegant and intimate residence in the historic centre of Florence, designed for those who wish to experience the city with privacy, comfort and a more personal rhythm. The suites at Donati Luxury Tower allow you to turn your participation in BTO into a more complete experience. After meetings at Stazione Leopolda, you can return to a quiet environment, take a break and then head out again to enjoy Florence in the evening, among restaurants, squares, boutiques and the symbolic places of the centre.

Book your stay for BTO Florence 2026

Taking part in BTO Florence 2026 means being present at one of the most important moments for those working in tourism and hospitality innovation. To experience the event with greater ease, choosing a central and private hotel can make all the difference. At Donati Luxury Tower, the stay becomes part of the experience: a medieval tower in the heart of Florence, elegant suites, a private atmosphere and an ideal location for moving between professional appointments and personal time in the city. Book your stay at Donati Luxury Tower and experience BTO Florence from a more exclusive perspective, in the authentic heart of the city.