BTO WOMEN
Celebrate female talent and innovation in tourism with the Bernini Award.
The Inauguration of the BTO Bernini Hotel Award and the First Edition of BTO Women
As part of BTO 2024 (Buy Tourism Online), a key event for digital and innovative tourism, the first edition of the BTO Women Hotel Bernini Award came to life, an initiative dedicated to celebrating female talent and creativity in the sector. Among the awards given, the recognition for the best travel story stands out, awarded to Free to Travel, our community that promotes gender equity in tourism. Thanks to the work of its editorial staff and an extraordinary reportage on Kenya: a journey of senses and contrasts, the project was able to excite and inspire, intertwining words and images in an authentic and engaging narrative.
BTO Women Hotel Bernini Award Organized in collaboration with Tuscany Tourism Promotion was the beating heart of this edition, divided into three categories of awards – journalism, craftsmanship and innovation – and a special mention Women for the Future, dedicated to those under 25. This recognition, created to celebrate extraordinary stories and to promote gender equality in tourism, was part of a broader program, the BTO Women, which gave voice to female experiences with a strong impact.
The BTO Women talks, mediated by Clara Svanera, explored the themes of happiness, courage and innovation through the stories of female entrepreneurs who turned their challenges into successes.
The article Kenya: journey of senses and contrasts is available in the paper magazine n. 73 of Ivy magazine
In the first meeting, dedicated to happiness, four protagonists told their journey towards a more human and sustainable tourism. Silvia Salmeri, founder of Human Destination, offers walking trips for women, transforming tourism into an opportunity for personal growth and introspection. Erika DeSanti, co-founder of WeRoad, spoke about building authentic experiences through group travel, while Esther Tamasi, Director of the Malta Tourism Authority, shared her sensorial vision of promoting the territory as a source of well-being. Eleni Sarikosta, representative of Visit Halkidiki Peninsula, instead illustrated the value of cultural tradition in building a unique tourist offer.
The second meeting addressed the topic of courage, bringing on stage female entrepreneurs who have been able to transform difficulties into opportunities. Marianela Gette Gil, founder of Travel Store Flylikestore, the craft project that creates ethical travel accessories, collaborating with indigenous women from Guatemala and Argentine artisans, while Irene Calamante, creator of Organic Bread Heart, highlighted the link between tradition, territory and sustainability. Lucia Freitas Rodriguez, founder of the project “Le Amas da Terra” in Galicia, highlighted the contribution of women in rural tourism and in the agri-food sector, using it as a lever for women's emancipation, and Lucy Lauro presented the social catering and hospitality initiatives Cotti in Fragranza, Al Fresco and Casa San Francesco Rooms, with which he experiments with innovative educational models in the social and work reintegration of young prisoners.
The last talk focused on the Innovation, telling the story of women who are redefining the future of tourism. Among them, Mary Joanna Card, founder of Mannos, a project to enhance Sardinian food through long-distance adoptions; Cristina Oddone, responsible for projects and special events of Lonely Planet , Isabel Garana, Deputy Director General of Toures Spain , and spokesperson for promotional campaigns and commitment to sustainable tourism; and Maria Pia Intini, an expert in hospitality development and investment. These interventions highlighted how technology and creativity can intertwine to build more accessible, authentic and engaging tourism experiences.
The day ended with a gala dinner hosted in the elegant setting of the Hotel Bernini Palace, a symbol of excellence in Florentine hospitality and partner of the initiative. The awards ceremony took place here, during which an exceptional jury – composed of Clara Svanera , Anna Maria Giordano by Rai Radio 3, Sandra Petrone of the Bernini Palace Hotel, Francesco Tapinassi of Tuscany Tourism Promotion, and Frank Vanetti, General Manager of the Duetorrihotels Group – announced the winners.
The recognition awarded to Free to Travel crowned an evening that was not only a moment of celebration, but also of inspiration for an increasingly inclusive and innovative future of tourism. With the BTO Women and the BTO Bernini Hotel Award, this edition of the BTO has laid the foundation for a meaningful dialogue on the strength of women and their decisive contribution to the sector.
Article by Nicole Pizzolato; fphoto by Martina Dal Pozzo
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