#btmitalia2026
re-generate: two faces, one vision
BTM Italy 2026 Theme
To safeguard the past in order to generate the tourism of the future. The theme of BTM 2026 is an invitation to imagine and build a new tourism, rooted in an authentic and precious heritage, yet capable of renewal. It is a bridge between two worlds, two dimensions that do not oppose each other, but coexist and mutually nourish each other, giving rise to a dynamic balance and a shared vision of a sustainable and respectful future.
The word generate opens up to multiple meanings: it evokes the new generations, protagonists in the development of skills and innovative models, and evokes generative intelligence, a powerful and revolutionary tool that unveils unexplored scenarios with surprising opportunities.
The prefix ri simultaneously evokes memory, identity, territories, and local stories that cannot be overlooked.
The image of Janus is the central metaphor of BTM: a young gaze directed at the past to safeguard memories, experiences, and traditions; the other projected towards the future, towards innovation, sustainability, and new concepts. This duality is the heart of rigeneration: not a break, but a continuous cycle, where what has been becomes energy for what will be.
At the center of this tension BTM ri-generate is born: a place of passage, a portal – like the one guarded by Janus – that transforms the past into a springboard for the future. An invitation addressed to young people, operators, territories, and travelers to experience tourism as a living process in continuous evolution and rigeneration.
The image of Janus is the central metaphor of BTM: a young gaze directed at the past to safeguard memories, experiences, and traditions; the other projected towards the future, towards innovation, sustainability, and new concepts. This duality is the heart of rigeneration: not a break, but a continuous cycle, where what has been becomes energy for what will be.
At the center of this tension BTM ri-generate is born: a place of passage, a portal – like the one guarded by Janus – that transforms the past into a springboard for the future. An invitation addressed to young people, operators, territories, and travelers to experience tourism as a living process in continuous evolution and rigeneration.
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