BTM 2025, Italy's premier B2B tourism trade show, is just around the corner, scheduled to take place from February 26 to 28 at the Nuova Fiera del Levante in Bari. Now entering its eleventh edition, this year’s event promises to be more vibrant than ever, showcasing the theme "Il viaggio nel viaggio" (The Journey Within the Journey). The Minister of Tourism, Daniela Santanchè, is expected to attend on the morning of February 26, underscoring the event's significance.
BTM Italia, founded by Nevio D'Arpa, aims to illuminate the unique aspects of tourism, presenting it not merely as business but as a social identity capable of creating valuable connections. "Whether it’s to deepen professional knowledge, discover new destinations, or simply get inspired by the latest trends, BTM Italia helps bring out the uniqueness of its protagonists," affirmed D'Arpa.
This year’s program is rich and diverse, delving deep beyond physical travel to explore tourism as emotional, intellectual, and cultural experiences. With over 100 events scheduled across eight conference rooms and ten thematic areas, 400 speakers are anticipated to contribute to the discussions. The event is set to attract more than 80 carefully selected national and international buyers, who will familiarize themselves with the local terrain through fam trips before engaging in B2B meetings with local hospitality professionals, tour operators, and specialized travel agencies.
BTM Italia will take place across 16,000 square meters of exhibition space, focusing on collaborative discussions and insights. Key representatives from various sectors such as business, research, communication, training, transport, and hospitality are set to enrich the agenda, which will highlight topics like digital technologies, sustainability, artificial intelligence, and the newest trends affecting the industry. Emphasis will also be placed on creating green initiatives and the storytelling of destinations, blending educational and experiential moments.
Mary Rossi, the Event Manager of BTM, articulated the essence of travel: "Travel is more than discovering new landscapes; it’s about broadening horizons, immersing oneself in new cultures, reinventing oneself, and enriching one’s spirit. It’s a tool for knowledge and can lead to deep personal growth." This perspective aligns with the collaborative spirit of the event, where academic institutions like the University of Bari and the University of Salento have joined forces with BTM to develop rich, educational content.
Among the specific themes to be highlighted this year are BTM Gusto, focusing on food innovations; BTM Say Yes, with dedicated sessions for destination weddings; and BTM Apulia Tourism Investments, which will host workshops on tourism investment opportunities within Puglia, conducted alongside Vestas Consulting & Hospitality. Another exciting addition is BTM4Job, dedicated to employment and training within the tourism sector.
The B2B segment will welcome over 80 national and international buyers, with expanded opportunities for networking. The t-trade area will see the introduction of the Villaggio dell’outgoing, which will amplify the international presence, featuring national tourism boards, tour operators, airline companies, and travel agencies.
A notable new feature for BTM 2025 is the Jlk Travel Market, which marks its debut in Italy. This innovative format aims to facilitate interactions between local buyers and international sellers. Other themes include Hotel 4.0, presented by Smart Building Italia, focusing on new technologies for modernizing accommodation facilities, and the launch of the Extra Area, which will spotlight the extralberghiero sector.
Gianfranco Lopane, the Regional Minister for Tourism, emphasized the event's role as the reference point for Puglia's tourism, calling BTM Italy "a strategic hub for businesses and professionals." He stated, "The 2025 edition expands opportunities for business development, training, and networking, reinforcing the importance of Puglia’s enterprises."
The official program of the event, supported by the Ministry of Tourism and ENIT, highlights the commitment to enhancing the tourism sector. With its substantial lineup of events, attendees are geared up for what promises to be 2025's standout tourism dialogue platform, fostering both local and international connections.