The construction of the integrated curriculum, organizational models, educational and training continuity within educational institutions are the focal points in the implementation of the four-year chain. Functional organization for competence-based teaching, experiential laboratory work, and the internationalization of the curriculum are based on the principle of co-construction among the stakeholders of the chain, all contributing to integrate and make the study path innovative and effective.

An excellence to savor, curated by the San Michele Salentino Association, in collaboration with the Tour Operator Dimensione Puglia. The almond fig is a traditional sweet from southern Italy, particularly rooted in Puglia and in some areas of Salento.

Speakers: Angelo BARLETTA, Entrepreneur Feudo San Giacomo; Francesco ZECCHINO, Tour Operator

In dialogue with: Michele BRUNO, President of PugliaExpò; Francesca D’AGNANO, Social Media Strategist

Speaker: Stefano Giorgetti - professional videomaker

New challenges and opportunities, DMOs from the priority of tourism promotion to the centrality of managing the main territorial assets.

In the era of digital transformation, the tourism sector faces a decisive challenge: to innovate without losing the true essence of hospitality. The event, promoted by FederTerziario, is designed as a space for reflection and discussion dedicated to businesses in the sector, with the aim of putting people back at the center of innovation processes not merely as passive recipients of change, but as active and aware protagonists.

Speaker:  Stefano Lucchi - Business Analyst

Artificial Intelligence: a true strategic ally to interpret, understand, and leverage the KPIs of the Apulia destination.

Organized by Puglia Culture - Meeting in English  

Participants include the Project Partners:

- County of Lika-Senj (Croatia) - Lead partner with  Andrija Brkljačić, Director, 

- Development Agency of the County of Lika-Senj Regional Development Agency of the County of Dubrovnik-Neretva – Dunea (Croatia) with Pavica Peruško, Senior Associate Expert 

- Emilia-Romagna Region with Federica Diamanti, Communication manager 

- Puglia Culture with Lino Manosperta, Project Office Manager

- Public institution regional development agency County of Karlovac  – Jurra (Croatia) 

- Provincial development agency Zadar – Zadra Nova (Croatia) with Marija Podrug Kasalo, Senior Consultant 

- Spin Life S.r.l. - Padova with Alessandro Venti, ESG Specialist 

- Cescot Veneto with Maria Valentina Vanceo, Head of European Projects Unit 

Associated partners: Regional Tourism Board of the County of Karlovac (Croatia), with Željko Fanjak,  Director Ministry of Regional Development and EU Funds (Croatia), Venetian Cluster srl.

Moderated by: Lino Manosperta, Project Office Manager Puglia Culture Followed by a tasting of typical products from the Partner countries (Puglia, Emilia-Romagna, Veneto, and Croatia).

The workshop explores how technological innovation is transforming the hotel industry, making it more efficient, connected, and sustainable. Innovation, digitalization, and sustainability thus become strategic levers for competitiveness in global tourism, generating concrete advantages for local authorities in terms of attractiveness, investments, and economic impacts on the territory.

The catalog of experience days ViA(E) for Traveling

Speaker: Luca Bove - founder and CEO of Local Strategy

From brand identity to revenue growth – How data, AI, and performance marketing drive Revenue decisions. Focus on Brand, CRM, SEO, and GEO to make content and brands findable and relevant for search engines and artificial intelligence.

Agri-food supply chains are a mirror of our society. They reflect the relationship we have with territories, with work, with the environment, and with the future. A decisive role is played by the new generations. Young people bring skills, sensitivity, and new visions: they are more attentive to social impact, sustainability, and transparency.

Speakers: Cosimo DURANTE, President GAL Terra d’Arneo; Genni PERLANGELI, Researcher Bocconi, Adjunct Professor Un. La Sapienza Rome; Damiano REALE, President Consortium for the Protection of DOP Wines Salice Salentino

In dialogue with: Rosaria BIANCO, Journalist; Gigi RANA, Chef

The panel explores root tourism as a tool for cultural, social, and economic regeneration, capable of transforming identities, memories, and local traditions into contemporary tourist experiences. Through the presentation of the results of the Italea project and the dialogue between communication, territories, and testimonies, the meeting highlights how authentic stories can generate new international connections and contribute to the construction of a more conscious, sustainable, and future-oriented tourism.

Speakers: Luca Moschini - Managing Director Trentino Holidays; Dina Ravera - President Destination Italia; Cecilia Ponzecchi - Area Manager Booking.com; Domenico Pellegrino - Chief Executive Officer of the Bluvacanze Group; Sara Prontera - Marketing Manager Nicolaus. Moderated by: Edoardo Colombo - advisor BTM

The emerging formats between glamping, branded residences, senior living, agritourism, serviced apartments, hybrid hospitality, and hostels

The Capitanata is a territory that holds an extraordinary wealth: agricultural landscapes, productive cultures, widespread creativity, and a human heritage that is often invisible but profoundly resilient. It is here that bubbles, art, and entrepreneurship become different languages of the same vision: that of a territory that chooses to regenerate itself without giving up its identity.

Speakers: Girolamo D’AMICO and Ilaria TOMA for the Capitanata Spumante Metodo Classico Association

Interviewed by: Danila PARADISO, Communicator; Michele PERAGINE, President of the Association of Agricultural Journalists; Francesco ZOMPI, Gastronomist

A strategic overview of the evolution of tourism and expectations for 2026, starting from an analysis of global macroeconomic data and then focusing specifically on the Apulian market and technological innovations.

The Longevity Experience transforms the hotel into an advanced wellness platform, integrating services and technologies into a coherent system of regeneration and prevention. The strategic framework supports repositioning towards premium targets and the creation of a year-round offer, with market data, international trends, and case studies.

Speaker: Stefano Pangrazi - Hospitality Project Manager & Digital Strategist

New skills for businesses and tourist destinations between artificial intelligence and climate change

Today, sustainability is increasingly a determining factor in consumers' choices: it is not just about how a wine is produced, but why it is chosen. In this context, Wine Eco Score was born, the platform that measures the level of sustainability of Italian wineries and makes it understandable, credible, and narratable.

Speakers: Giacomo ARTINI and Giorgia DEIURI, Founders of the benefit company Wine Eco Store

In dialogue with: Jlenia GIGANTE, Wine Expert and Brand Ambassador of the Salice Salentino Consortium

Within the framework of the Portal of Tourism Professions (MiTur) and Cluster 2 dedicated to the management and promotion of the destination, Assidema offers a contribution on the new professional figures engaged in territorial enhancement. Through the work of its members and the Scientific Committee, the Association has explored key themes such as strategic planning, integrated marketing, public-private partnerships, and sustainability. The Panel will provide an updated view of the Destination Manager, a central figure connecting institutions, businesses, and communities, tasked with coordinating tourism development, digital innovation, and multi-level governance. A discussion aimed at strengthening skills and operational models for contemporary tourism.

Speaker: Marco Baroni - CEO of Titanka!

Every experimentation, to be scientifically effective, relies on continuous comparisons and feedback in order to arrive at validated and exportable models. The community of practices thus constitutes the tool initiated by the ITS Academy of Tourism since the first programming with all the IISS adhering to supply chain protocols (and not), as a model in progress to support the educational and didactic supply chain.

On the edges of Alta Murgia, Andria holds a deep dairy tradition. Here, burrata is born, a simple and brilliant gesture of Apulian cheesemaking art. In this sweet dish, the Andria burrata changes form, but not its essence, becoming a memory of the territory and a balance between sweetness and identity.

Speakers: Grazia ANTONINI, Chef Cucromia; Roberta CROCETTA, Partner of Cucromia and tourism entrepreneur

In conversation with: Michele BRUNO, President of PugliaExpò; Francesco ZOMPI, Gastronomist

The results of the research of the University of Florence on the economic, cultural, social, and eco-sustainable role of extra-hotel organizations.

Speakers: Danilo Beltrante - Entrepreneur and Author, Founder of the Vivere di Turismo Festival; Gian Filippo Mignogna - Author of “Hosting is Good”; research by Lucia Varra - Professor of Business Organization at the University of Florence

The speech proposes to rethink tourism as a process of regeneration, where care, empathy, and authentic relationships become strategic levers to enhance territories, communities, and hospitality. Kindness is not a marginal gesture, but an investment that generates economic, reputational, and social value

Speaker: Giorgia Deiuri -Product Manager & Social Media Strategist 

4 start-ups in the tourism and creative industries converse with a mentor capital

Speakers:  Stefano Ceci - Innovation Manager and lecturer at IULM University; Davide Mauro - Account Manager at Takyon; Luca Ricchi - CEO of Friland; Julian Palmarin - Co-founder Touristinfo.it

Moderated by: Beppe Giaccardi and Rodolfo Baggio - advisor BTM2026

The Daunia Mountains are internal areas with demographic fragility but with a growing focus on enhancing local productions, biodiversity, sustainable agriculture, and the development of typical agri-food supply chains. Farris Srl is an Italian company active in the fruit and vegetable processing sector that invests in technological innovation to improve production efficiency and environmental sustainability.

Speaker: Giorgio MERCURI, Sole Administrator of Farris srl

In conversation with: Jessica NIGLIO, Journalist; Francesco ZOMPI, Gastronomist

Event dedicated to the presentation of a project that unites culture, high craftsmanship, wedding tourism, Mediterranean identity, and the enhancement of the role of women, overcoming stereotypes and traditional narratives.

The producers' organization LA PREFERITA OP PUGLIESE was founded in Corato in a territory with a high agricultural vocation on the outskirts of the Alta Murgia Park. The olive tree is the undisputed protagonist of this landscape, particularly the Coratina cultivar, an indigenous variety closely linked to the city of Corato, with historical documents tracing its origins.

We talk about it with Nicoletta Malcangi,  agronomist

Speakers: Dario Nuzzi - Gazzetta Active; Serena Gallone - Blackwave; Claudio Ponzani - President of the Italian Federation of Surfing, Water Skiing and Wakeboarding; Alessandro Veronese - Co-founder & CPO SurfWeek Community.

Moderated by: Martha Friel - IULM teacher and BTM 2026 advisor

Speakers: Cristina Nadotti - Journalist and author; Agostino Scialfa - Hotel Cosmopolitan Bologna; Daniel Kihlgren - Founder Sextantio; Sara Prontera - Marketing Director Nicolaus.

Moderated by: Giulia Eremita - advisor BTM2026

Inaugural meeting with experts from Turin 2006. How a sporting event transformed a city forever.

European tourism is entering a new data-driven era. The DEPLOYTOUR project, launched in October 2024 and funded by the Digital Europe program of the European Commission, aims to create and implement the European Tourism Data Space (ETDS) — a common, secure, and interoperable data space for the entire European tourism sector. This panel explores the strategic role of data in modern tourism, how data sharing and analysis can enhance competitiveness, sustainability, tourist flow management, and innovation.

EVO Oil as a driver of growth, enhancement of the territory, and tourism development. How to train, recognize its peculiarities, and promote its potential.

Speakers: Antonia Tamborrino - Professor at Uniba and President of the Association L'Olio di Puglia - Fluid Dialogues 

Merilù Barbaro - MB Comunicazione 

In conversation with: Michele Bruno

For over thirty years, Eurochocolate has been one of the largest events dedicated to chocolate. Born from a visionary idea of Eugenio Guarducci, who decided to transform a universal passion - chocolate - into a great cultural and entrepreneurial project. Today a new chapter begins: The City of Chocolate, the largest and most innovative Experiential Museum in the world dedicated to cocoa and chocolate. A project that aims to combine culture, entertainment, tourism, and food and wine in over 2800 square meters in the heart of Perugia. Not just a museum, but a Bean to Bar factory, chocoshop, international observatory on the supply chain, with a sustainable model focused on social impact. 

Eugenio GUARDUCCI, founder of Eurochocolate, talks with Matteo Maglio, Head of Research and Quality at the Maglio Company, and Michele BRUNO, President of PugliaExpò.

Speaker: Colomba Dalia -Lawyer & Sustainability Manager

An intervention on the value of travel experience today, between time, authenticity, and connection with the territories. A new approach to tourism, based on relationships, human rhythms, and the quality of experiencing the journey.

Speaker: Michele Malandruccolo - Co-Founder and CEO of Xpeaks

Taste is not just a matter of pleasure. It is a form of knowledge. In this space, we will talk about the re-generation of taste and smell as a cultural act and invite you to feel before judging, to taste before understanding, to let your body guide you. Because taste is not just what we eat, but the way we choose to be in the world.

Speakers: Paolo GASPARINI, Medical Genetics – University of Trieste IRCCS - Burlo Garofalo; Angelo GIORDANO, Agronomist Seed Savers Borgo Egnazia; Pietro ZITO, Farmer Chef Antichi Sapori Montegrosso di Andria

Interviewed by: Valeria BLANCO, Journalist; Federica SGRAZZUTTI, Communication Expert

In a sector balancing the desire to grow and the fear of overtourism, it is essential to intercept the new international trends of high-spending visitors and develop strategies that ensure the spatiotemporal sustainability of flows, maximizing the potential of our territory and our facilities.

Change in the real estate market related to tourist rentals in light of new requirements, with particular reference to the gradual evolution of short-term and tourist rentals towards a business model following the changes introduced by the 2026 Budget Law and the framework of local regulatory and jurisprudential evolution.

Dog-friendly tourism is no longer a niche, but a strategic driver of territorial development. "Dog-Friendly Destination" is a tourism development project that transforms the territory into a welcoming destination for those traveling with dogs, improving the quality of life for those who live in the destination as well.

Speakers:  Giancarlo Dell'Orco - Destination Manager; Elisa Guidarelli - CEO & Co-Founder Dog In Dog Out; Emanuele Clemente -Co-Founder Dog In Dog Out

Speakers: Michele Trimarchi - University of Catanzaro and Tools for Culture; Dominique Rimbaud - Biscozzi Rimbaud Foundation; Alessandro Maria Polito - Stato dell'Arte Festival; Mikaela Bandini - Can’t Forget Italy; Toni Matarrelli - Presidente del Consiglio Regionale Puglia;

Moderated by: Martha Friel - IULM Lecturer and BTM2026 advisor

In a context where experience and data can create false illusions, a clear and concrete use of AI, dynamic pricing, and automation becomes essential. In the 2025 tourism landscape, it emerges how some establishments have managed to integrate predictive algorithms and field experience, achieving results beyond expectations.

Alessio Aglione - Senior Account Executive Smartness

In Apulia, the Mediterranean Diet, a UNESCO heritage, represents a cultural model that unites food, landscape, health, and community. The Made in Apulia in fashion is increasingly oriented towards ethical, circular, and sustainable models, contributing to the social and economic regeneration of the territories. Food and wine and fashion thus configure as integrated cultural ecosystems, capable of transforming the roots of Apulia into opportunities for innovation, work, and responsible development.

Speakers: Angelo INGLESE, Tailor-designer; Daniele NUCCI, Co-author of Mediterranean Diet; Antonio PROTA, ITS Tourism Puglia Teacher; Michele STEDUTO, GEST Italian cotton

Interviewers: Fabio MOLLICA, Editor Amazing Puglia; Andrea Maria PIETROCOLA, Digital entrepreneur and content creator

Speaker: Flavio Veccaro - Market Manager Italy Guesty