What is BTM Italy

A positive, tangible, and transversal re-generation has crossed every section of BTM Italy 2026, igniting innovation in working models and illuminating the faces of those who felt part of a unique network, of a shared project aimed at building the New Tourism of the future, firmly rooted in a strong and well-defined identity.

Here are the numbers of BTM 2026 re-generates:

- + 8% of presences compared to BTM2025
- 565 exhibitors among Companies, Municipalities, Regions, Trade Associations, Tour Operators, Tourism Entities, and Travel Agencies.
- 120 national and international Buyers who in the B2B matching sessions recorded a record of almost 13,000 appointments in three days across the three clusters Trade, MICE, and Wedding
- Many media present, with over 316 communication/web agencies and publications in the travel, food, wedding, and lifestyle sectors with 398 journalists registered
- There were 370 speakers who animated over 180 meetings among conferences, speeches, panels, and keynotes in the 8 conference rooms, generating engagement and participation offline and online
- BTM Italy's social channels on Instagram, Facebook, and LinkedIn totaled over 1 million and 300 thousand impressions with about 10,000 interactions
- The btmitalia.it website recorded over 40,000 users starting from the 90 days prior to the event. More than 155,000 interacted on various pages

- The live streaming of the Main Arena had over 20,000 views

Thanks to those who contributed to generating a UNIQUE edition!

MISSION AND VISION

Programs and strategies supporting the project aim to create a connection between the actors of the tourism market and potential customers also through projects aimed at ensuring economic and social development in the long term. The attitude, refined over many years of work, is to enhance and make accessible the global heritage and our territories through the dissemination of excellent content and highly qualitative best practices, projecting both industry professionals and others towards a propensity to preserve natural and cultural heritage in a collective vision of renewal.

Thanks to the co-production of the Scientific Committee and collaboration with operators, hoteliers, speakers, consultants, and industry experts, inspirational content is proposed with the aim of contributing to the design and progress of sustainable, innovative tourism, articulated in territorial marketing strategies capable of attracting capital and investments while simultaneously ensuring high quality of the tourism offer and networking by creating networks among businesses, regions, and national and international entities.

BTM Italy is articulated through meetings, think tanks, workshops, seminars, meetings, training, book presentations, design, food, cultural events, B2B and B2C with buyers and sellers, airlines, shipping companies, tour operators, and travel agencies; but also startups and new technologies.

All this, proposing business activities and specific sections, each designed to deepen some of the driving sectors of tourism, effectively deepening the interest of participating operators. The rich conference and content part unfolds through dedicated rooms where, depending on the programming and direction, themes of strong relevance and future vision are addressed, “toolboxes” of technical training, workshops, and laboratories designed to contribute to the training of human capital employed in the tourism sector.

RELATIONSHIP SYSTEM WITH THE TERRITORY

BTM Italy has built its success on a solid network of relationships with the territory, which includes:

1. Local Collaborations: involving local authorities, trade associations, tourism operators, and local communities, BTM has created a robust network that strengthens the tourism offer of the region.
2. Cultural and Social Integration: the event promotes the natural and cultural beauties of Puglia, stimulating the participation of local communities and encouraging engagement through online channels.
3. Sustainable Development: promoting sustainable and innovative practices, BTM contributes to the growth of responsible and environmentally respectful tourism.

SUCCESS OF EVENTS AND INTERACTIONS

BTM Italy stands out for organizing highly successful events that attract operators, buyers, exhibitors, and media from all over the world. These events offer networking, training, and promotion opportunities, reinforcing BTM's positioning as a leader in the tourism sector. Expansion and Potential: BTM Italy is well positioned to expand its event organization activities in tourism even outside of Puglia, leveraging the experience and skills acquired. The potential for this expansion includes:

1. National and International Events: organizing participation in tourism events in other Italian regions and abroad, capitalizing on the recognized and respected BTM brand.
2. Diversification of the Offer and Strategic Partnerships: developing collaborations with tourism entities, local administrations, and companies in the sector to create tailored events that meet the specific needs of each territory.
3. Innovation and Sustainability: implementing innovative and sustainable practices in events, offering cutting-edge solutions that attract an increasingly sustainability-conscious audience.

BTM Italy is an opportunity to enter a growing market with a partner that has demonstrated innovation and success capabilities:

1. Strong and Recognizable Brand: BTM is already an established brand in the tourism sector, with a solid reputation for excellence in event management.
2. Know-How and Experience: the extensive experience accumulated over the years ensures a high level of competence in organizing complex and successful events.
3. Network of Relationships: the wide network of collaborations with industry operators, local authorities, and communities offers solid support for future expansion and success.
4. Growth Opportunities: the tourism sector is constantly evolving, and BTM is well positioned to seize new opportunities, expanding its offerings and continuously improving its events.