Returning for its seventh edition is BTM – Business Tourism Management, the event dedicated to tourism bringing together operators, administrations, businesses, public and private stakeholders for years. The goal of this event is to create a network of values around the topic of tourism to strengthen the connection between local territories and international dynamics.

For the 2024 edition, BTM returns to Bari at the Fiera del Levante, from the 27th to the 29th of February, with a rich program of speeches, panels, B2B and B2C meetings, training sessions, conferences, and, of course, activities related to the Expo.

This year’s theme is “BTM PLAY – a new adaptive code“: a call to all stakeholders in the tourism industry to adapt to new social, environmental, and technological transformations in an active form, imagining new solutions and reorganizing the offer to inaugurate a new era of “Adaptive Tourism.”

The Santagata Foundation will take part in the event, represented by the President Paola Borrione, who will speak in two panels:

  • “Tourism and Cultural and Creative Industries: Intersectoral Collaborations for Innovation and Tourism Sustainability”

Tourism and cultural and creative industries are closely intertwined, contributing to economic growth and the enhancement of many territories. Site-specific artistic projects and cultural districts can be significant attractors for tourism. Additionally, creative sectors such as fashion, gaming, and design can make a significant contribution to the innovation of tourist offerings, benefiting a demand for quality and the pursuit of unique experiences. Industry experts and innovators will share case studies and perspectives on how collaboration between different sectors is influencing the creation of innovative tourist products, the enhancement of cultural heritage, and the promotion of more sustainable and high-quality tourism.

  • “Tourism-Climate Sensitive: Why Climate Adaptation”

According to multiple international studies, the climate emergency and tourism are the mega trends of 2024. The National Tourism Agency ENIT has initiated a new research project since last year on changes in demand and supply in climate-sensitive modes. The goal is to develop innovative responses and climate adaptation practices useful to business and destination managers. At BTM 2024, we will take stock of this challenge and the initial research results.

For more information on the event and the complete program, check the official website of BTM.

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