From Puglia insights on new geographies and growth models for the destination wedding sector. All this with BTM Say Yes, the space dedicated within BTM Italia 2026. The program is online, with a series of unmissable events from February 25 to 27 to participate together with experts and technicians in a broad and contemporary reflection on marriage as a lever for territorial development.
The 2026 edition marks a turning point: at the center of the debate is not only the event, but marriage as a cultural experience, capable of generating relationships, identity, and shared value. The wedding planner is reinterpreted as a key figure: not just the director of the event, but a mediator between couples, local communities, and territories. A discussion that will involve the main associative realities of the sector, putting in dialogue perspectives, critical issues, and future visions of wedding-related associations.
Among the most anticipated news, a focus dedicated to return tourism with an international look at Hoboken and the Pugliese communities in the United States: roots that become destinations, marriage as a bridge between generations and geographies, capable of reactivating belonging and conscious flows.
Space will also be given to the new geographies of destination wedding: “From Puglia to the Puglies, new geographies of destination wedding. And new values between sustainability and conscious choices” is the title of the panel that shines a light on the less told territories, but with high potential, in a perspective of sustainability, rebalancing, and authentic storytelling. An approach that aims for replicable growth models, intelligent governance, and development consistent with the identity of places.
Experiential moments will not be lacking, such as the territorial mixology workshop, where the cocktail becomes storytelling and a shared ritual, and the supply chain laboratories designed to build the destination together, bringing planners, locations, hospitality, artisans, and institutions around the same table.
The program closes with the presentation of Passerella Mediterranea, a project that intertwines culture, high craftsmanship, and wedding tourism, with particular attention to the role of women and the enhancement of Mediterranean identity beyond stereotypes.
SAY YES thus confirms itself not only as a thematic container but as a platform for thought and action for an increasingly conscious, strategic, and connected wedding tourism to the territories.
