Technological Sovereignty in Tourism: TT2 Leads the Startup Ecosystem Driving Innovation

The period of reflection on digital innovation in tourism has been enriched by a new perspective: technological sovereignty in tourism is not just a theory, but a practical trajectory taking shape thanks to targeted investments, data managed in Europe, and programs across a more controlled tourism value chain. In this context, TT2 – Travel Tech 2 operates as an international fund with offices in Spain, the Netherlands, and Italy, specializing in TravelTech B2B and SaaS. The mission is clear: identify and support Italian and European startups capable of developing concrete technological solutions for the tourism value chain, bringing value, expertise, and strategic control back to Europe.

In Italy, around 70% of bookings are intermediated, with Booking.com at 42% and other OTAs at 28%.

It is precisely to bridge this gap that TT2 was born: a fund with an industrial, selective approach focused on solutions that impact the key nodes of the value chain. The fund invests exclusively in B2B startups, avoiding models with high B2C marketing intensity, and focuses on solutions that, leveraging AI as a horizontal enabler, automate processes, improve operational efficiency, and drive data management. But the investment is not only financial. Capital is a necessary condition, but not sufficient, emphasizes Leonardo Saroni, General Partner of TT2. To truly compete you need market access, industrial validation, and high-level relationships. We provide portfolio startups with a solid ecosystem of contacts, partners, corporates, and sector operators, (85 industrial investors from 15 different countries), accelerating tangible growth and adoption of technologies. Our model aims to lay the foundations for a technological sovereignty in tourism.

We provide portfolio startups with a solid ecosystem of contacts, partners, corporates, and sector operators

We provide portfolio startups with a solid ecosystem of contacts, partners, corporates, and sector operators

Capital, Capabilities, and Relationships

TT2 was established with a selective, industrial approach. The fund invests exclusively in B2B startups, avoiding high-B2C marketing intensity models, and focuses on solutions that impact the value chain's key nodes: foremost AI as a horizontal enabler to automate processes, operational efficiency, and data management. Capital is a necessary condition, but not sufficient, notes Saroni. To compete effectively you need market access, industrial validation, and high-level relationships. We provide portfolio startups with a solid ecosystem of contacts, partners, corporates, and sector operators, (85 industrial investors from 15 different countries, hotel chains, airlines, and technology companies) accelerating concrete growth and technology adoption. Our model aims to lay the groundwork for a technological sovereignty in tourism.

A Strategic Challenge for the Future

Tourism will continue to grow, but the real challenge is not increasing flows: it is preserving value. Without a strong technological supply chain, the risk is that Italy remains a successful destination, but a marginal player in the global value chain. The 2026 Budget Law, approved by Parliament and supported by the Ministry of Tourism, lays the groundwork to strengthen our national digital infrastructure in tourism, recognizing that the future of competitiveness also depends on the ability to manage data, services, and relationships in an integrated way. TT2 operates on the same trajectory.

TT2 aims to create a platform for relationships among startups, industry players, and large companies to accelerate the adoption of innovative technologies and give European businesses greater control over digital resources; a goal that could change the value dynamics in tourism and contribute to European leadership in the sector.

The TT2 team is led by five General Partners with executive experience in technology and strategic industry companies, including Booking.com, Expedia, Google, Meta, and Deloitte, adopting a pragmatic, data-driven approach to value creation. The idea is clear: the digital component cannot be outsourced if we want sustainable growth, and we must build an internal value chain capable of generating real value.

Tourism is one of the pillars of the Italian economy, but we continue to behave as mere providers of physical assets

Consolidating a European Network and Driving Adoption

Ultimately, TT2 invests not only capital but also relationships and ecosystems: a network of contacts, corporate partners, and sector operators ready to accompany the startups in our portfolio from early stage to real-scale adoption. The objective is technological governance that offers trust to investors, tourism operators, and end users, with data management that meets high standards of security and transparency.

It remains clear that the mission is ambitious: building a European digital value chain capable of generating economic value and skilled employment, maintaining technological leadership in tourism in Italian and European hands. TT2, therefore, is not just a fund: it is a catalyst for a paradigm shift that could guide the entire industry toward a new era of sustainable innovation.

Providing an ecosystem of contacts, partners, and sector operators is the key to accelerating the adoption of emerging technologies and the growth of portfolio startups,

Ultimately, the path is clear: to bring value, expertise, and strategic control back to Europe through an industrial, networked model that can usher in a new era of innovation in tourism, capable of competing on a global scale and generating sustainable revenue for businesses and skilled employment.

Fonte startup-news.it