Generating the future through education. ITS Academy Tourism Puglia tells the innovation at BTM 2026

The ITS Academy of Puglia for Tourism, Cultural and Artistic Heritage, a historic partner of BTM Italy, will once again provide a qualified contribution to the reflection on education and the professional sectors that support the renewal and growth of the tourism sector.

In a context where tourism is called to rethink itself as a dynamic, interconnected, and constantly evolving ecosystem, the ITS Academy brings a clear message to BTM: there is no innovation without education, there is no growth without skills.

If Italy confirms its first place in Tourism and Culture (source Anholt Nation Brands Index 2025) considering both as the pillars of Italian soft power, the same analysis highlights governance and highly qualified human resources as real competitive advantages as areas for improvement.

The panels organized and curated by the ITS Academy Tourism thus become spaces for active dialogue among Institutions, Companies, Schools, and Training Centers, places where central themes for the regeneration of skills, educational models, and integrated curricula are explored.

It starts from the value of the technological-professional supply chain as a conscious choice for new generations, deepening the role of innovative training paths oriented towards digital and green transition, capable of guiding young people towards professions consistent with market transformations and with the shared educational responsibility of the individual actors in the supply chain.

 It reflects, therefore, on the 4+2 supply chain as a tool to build a true community of practices and a new integrated curriculum, based on educational continuity and structured collaboration among all the protagonists of the supply chain, in a constant dialogue between school, ITS, and businesses. Finally, from the outcomes of the two-year experimentation to the new programming, innovation is narrated through the sharing of feedback and validated models, with the aim of transforming experience into exportable and generative knowledge. Contributions that are at the heart of BTM 2026's invitation to imagine tourism as a living process, where tradition and innovation dialogue and education becomes the energy capable of generating the future.

The ITS Academy for Tourism, Cultural and Artistic Heritage of Puglia trains specialists for the tourism and cultural heritage sector, both material and immaterial, destined to operate in the fields of hospitality and the enhancement of identities and excellences of the territories, with a privileged focus on the use of new technologies and digital communication.

According to the Ministry of Education, it is the first ITS Academy in Italy in the Area of Technologies for artistic and cultural heritage for tourism, a recognition that certifies the excellence of the educational offer and the effectiveness of the employment results achieved. High-level training courses, funded by the Ministry and the Region of Puglia, are designed to meet the needs of an increasingly digitalized tourism sector and utilize advanced tools and technologies, innovative and immersive laboratories, offering students a concrete experience aligned with the skills required by future professions.

The presence of the ITS Academy at BTM Italy 2026 thus represents not only an institutional participation but a cultural stance: in a sector undergoing profound transformations, the true strategic lever is education, because investing in skills means strengthening professional supply chains, supporting businesses, and enhancing territories, building today the future and competitiveness of the territories.