Overcoming borders to create a new destination: this is also one of the effects of GO! 2025, conveyed through the platform of the European Capital of Culture, go2025.eu. This topic was also discussed at the 17th edition of BTO - Be Travel Onlife, Italy’s benchmark event on digital tourism, innovation, and training.

The event was held on 11 and 12 November 2025 at the Stazione Leopolda in Florence. It is one of the most important events for the digital tourism and innovation sector, attracting industry operators, tourism boards, territorial marketing experts, and anyone wanting to stay up-to-date on the trends and strategies that are transforming the tourism world. This year's theme was Cross-Travel.

The model of the go2025.eu platform, one of the main EGTC GO projects for GO! 2025, was presented in the panel “Creative Destinations for Travel Change. Beyond borders to reinvent territories, even temporarily”, which took place on Wednesday the 12th at 12:00.

The meeting explored how art, cinema, festivals, creative languages, and cross-sector visions can become strategic levers for territorial marketing and for building new cultural geographies. The panel compared experiences that are transforming places into living, narrative platforms: from Nova Gorica – Gorizia, European Capital of Culture, which transcends borders to create a new destination, to the Edinburgh Fringe Festival, which blends cinema, performing arts, and active citizenship, to the Giffoni Film Festival, which by engaging younger generations has transformed a peripheral area into an international film hub.

A dialogue on the generative impact of culture and on the urgency of imagining destinations not only to visit, but to activate and inhabit — also through temporary, performative, and mindful projects capable of interpreting change and giving voice to territories.

The example of the go2025.eu platform was presented by project manager Giulio Selvazzo for the EGTC GO.