Tourism startups have never had so many solutions to offer the market. Artificial intelligence, distribution, customer experience, automation, data, payment: innovation is everywhere. Yet, one difficulty often arises for young companies in the sector. They know how to develop a product, but still struggle to access the decision-makers capable of accelerating their growth.
It is precisely on this subject that IFTM and Orchestra want to develop their partnership.
For the 2026 edition, the two partners are extending their collaboration around the Orchestra Start-up Village and the Orchestra Start-up Contest. But according to information released by the organizers, the goal is no longer simply to offer an exhibition space for startups. The stated ambition is now to build a comprehensive support program before, during, and after the event.
This development speaks volumes about the growing maturity of the tourism startup ecosystem.
Summary
Orchestra aims to bring tourism startups closer to decision-makers
For several years, the Start-up Village has established itself as one of the most visible spaces at IFTM Top Resa.
Located at the entrance to the show, it allows young companies to present their solutions to the entire travel industry: agencies, tour operators, destinations, carriers, investors and specialized media.
But visibility alone does not guarantee the development of a business.
According to the specialized press, Orchestra and IFTM now wish to strengthen the business dimension of the system by further promoting qualified networking, exchanges of experience and support for participants.
The goal is simple: to transform the meetings made during the trade fair into concrete opportunities for entrepreneurs.
The Start-up Village is becoming a support program
The main novelty of this 2026 edition lies in the approach taken.
According to the organizers, the start-ups will benefit from upstream support in order to prepare their presence at the show, structure their sales pitch and define their objectives.
During the event, they will benefit from the visibility offered by the Start-up Village as well as from meetings organized with the various players in the ecosystem.
Follow-up will also continue after the show to help participants capitalize on the contacts made during the event.
This logic of continuity marks an important difference with traditional formats where the relationship often breaks down once the stands are dismantled.
Alumni become a lever for transmission
Another notable development: the strengthened role of alumni.
Start-ups that participated in previous editions will be more closely involved in the program in order to share their experiences with the new cohorts.
According to the organizers, this transmission should help avoid some classic pitfalls encountered by young companies and encourage the sharing of good practices between entrepreneurs.
In a sector where feedback from the field is often as valuable as theoretical advice, this approach appears particularly relevant.
A competition that retains a strong business dimension
The Orchestra Start-up Contest will remain one of the highlights of the initiative.
The finalists will have the opportunity to present their project to a jury of tourism industry experts.
The winning start-up will benefit from personalized support provided by Orchestra. This support may take different forms depending on the project's needs: visibility, strategic networking, sponsorship, or support for business development.
The approach taken is interesting because it prioritizes adapting to the real needs of the company rather than standardized support.
Why this strategy makes sense for Orchestra
For Orchestra, this positioning is anything but insignificant.
The company occupies a central place in the organized travel ecosystem in France thanks to its SaaS platform used by many professionals to produce, distribute and manage their tourism offers.
By strengthening its ties with innovative young companies, Orchestra is also getting closer to the technologies and uses that could transform the sector in the coming years.
According to the specialized press, this proximity to the entrepreneurial ecosystem is now a strategic issue for many players in travel tech.
What this initiative reveals about the evolution of tourism
This partnership ultimately tells a bigger story than the organization of a competition or an exhibition space.
For a long time, trade shows were primarily used to present products and generate contacts.
Today, startups expect more. They seek qualified connections, feedback, business opportunities, and more direct access to decision-makers.
By evolving the Orchestra Start-up Village towards a logic of community and support, IFTM and Orchestra are adapting to this new reality.
According to the specialized press, this development reflects a fundamental trend observed in many sectors: innovation no longer relies solely on the quality of a solution, but also on the ability to create the right connections at the right time.
Sources
- https://www.air-journal.fr/2026-05-31-btob-iftm-et-orchestra-renforcent-leur-partenariat-au-service-des-start-up-du-tourisme-5275442.html
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