How travel agencies drive change | TMF: The power of trust | Becoming machine-readable in 5 weeks

The first stops of #RoadToBit, a 16-city journey in Italy, designed to give travel agents a voice, are complete. These professionals are navigating a deep transformation, yet remain fully aware of their value and role. What’s emerging is a clear picture: the sector is evolving fast, putting the identity, relevance and impact of travel agencies at the centre, even if this is not always fully recognised.

In Bologna, a clear shift is underway: travel is no longer sold, it is designed around the client . Agencies are repositioning as consultants, focusing on personalization, experiences and relationships. The market is increasingly split between struggling generalists and fast-growing specialists. At the same time, structural challenges persist, from unregulated players to a fragmented supply chain. Today, value is built on trust, expertise and control over the end-to-end experience.

In Taranto, the human factor remains central. Relationships, trust and direct contact continue to define the role of the agency, even as social media and AI reshape the landscape . Disintermediation is blurring roles and weakening professional recognition, while personal branding becomes a new growth lever. Traditional group travel remains strong, but attracting new talent is a growing challenge. Specialisation is increasingly seen as the only way forward.

In Bari, trust and local presence remain key, especially in group travel and honeymoon segments. Agencies are experimenting with more flexible models, balancing collaboration with greater independence from large tour operators. Talent is a critical issue, with a lack of trained young professionals and products tailored to new audiences. While customers still seek reassurance and support, the sector must evolve to stay relevant.

In Ancona, the cracks in the traditional model are most visible. The supply chain is under strain, and agencies are shifting towards a more entrepreneurial role . Reputation and relationships remain key, but there is a growing gap between customer expectations and how agents are perceived. Standardised products and declining trust in suppliers add complexity. The challenge now is to redefine identity, language and value in an increasingly disintermediated market.

Preparations are underway for the second edition of the Travel Makers Fest, bit’s flagship festival dedicated to the future of tourism. Inspired by leading international thought festivals, it brings together those shaping, designing and driving change in the industry. A space where ideas, perspectives and expertise converge to explore the forces redefining travel. The power of trust is the theme of the 2027 edition. Trust is the invisible force behind every ecosystem and every meaningful connection. It enables journeys to happen, communities to welcome and technologies to be embraced. It turns change into opportunity. In the age of AI, trust is not just an emotion, it is a strategic asset, a real superpower.

When AI answers a question like “where to go in Sicily for authentic food and fewer crowds?” and you’re not on the list, you effectively don’t exist. We spoke with Mirko Lalli, co-founder and vice president of Turismi.ai, host of The future of tourism podcast and AI expert for the European Commission, to understand how travel companies can build visibility in the age of AI. Here’s a 5-weeks roadmap to get there. And then… repeat.

 Tags: BIT Italy