Connecting Salento to the world: in Poggiardo the B2B of BTM InterAzioni

A meeting can become a contact, a contact can turn into a collaboration, and a collaboration can open the door to a new market.

It is from this idea that the appointment B2B of BTM InterAzioni - Poggiardo is born, designed to directly connect the tourism offer of the territory with national and international buyers looking for new destinations, experiences, and services to include in their commercial proposal.

The appointment is set for Friday, September 25, 2026, from 9:30 AM to 1:30 PM, at the Palazzo della Cultura, in Poggiardo (Lecce).

The B2B is aimed at tourism operators, businesses, hoteliers, professionals, and local entities who want to expand their professional network and engage directly with the market by meeting buyers from all over Italy and abroad, sharing their territory, presenting their experiences, their services, and transforming relationships into new business opportunities.

For local sellers, as has already happened in other “itinerant” stages of BTM Italy, it will be a concrete opportunity to personally present the value of their work, illustrating the excellences that make Salento unique, starting new commercial contacts and identifying possible collaboration opportunities. But the B2B will also be a moment of listening and discussion, useful for better understanding the needs of a constantly evolving tourism market and intercepting new trends and development possibilities.

As in the now consolidated formula of BTM InterAzioni, before the professional meetings, buyers will be the protagonists of a fam trip (on the 23rd and 24th) to discover the territory. Specifically, they will have the opportunity to visit a suggestive and historically rich area of Salento such as Poggiardo, Tricase, Cannole, Giuggianello, Giurdignano, Martano, and Palmariggi, focusing on cultural visits among villages, archaeological sites, and stretches of the Via Francigena, with a focus on slow and accessible tourism. Places, culture, hospitality, food and wine, nature, and experiences thus become part of a narrative that goes from direct knowledge to the concrete possibility of being marketed.

And this is one of the distinctive elements of the format: creating a bridge between the territory and the markets, bringing together at the same table those who build the tourism offer every day and those who are looking for new opportunities to propose to their clients.

Salento has much to tell, and the B2B in Poggiardo represents an opportunity to bring these stories, skills, and experiences directly to the attention of new interlocutors, transforming networking into a concrete tool for growth.

Participation in the B2B is free: https://www.btmitalia.it/it/btm-interazioni-poggiardo-1532.htm#contact-section 

And the day will not stop at the meetings between buyers and sellers.

Starting at 3:30 PM, in fact, the Palazzo della Cultura will host the national conference “Francigena Salento in cammino: tourism, inclusion, and innovation for territorial enhancement,” dedicated to slow and inclusive tourism and the role of paths as tools for development and territorial enhancement. The initiative is part of the project “For an Accessible Southern Via Francigena for All,” promoted by the Municipality of Poggiardo, the lead partner, in collaboration with the European Association of the Via Francigena (AEVF) and the Association Never Give Up, and funded by the Ministry of Tourism.