An increasingly digitalized tourism industry, driven by artificial intelligence: how far will it go, and with what benefits? This will be one of the round tables at the 6th Montreux International Tourism Forum (MITF), which will take place on November 6–7, 2025. The crucial issue of the digital customer experience will also be discussed, with the example of the Montreux Jazz Festival (MJF). Other round tables will address the development of wine tourism, as well as the challenges and opportunities of cross-border tourism and the contrasts between lake regions and coastal areas. Finally, discussions will focus on the future of sustainable tourism in the face of overtourism, along with the presentation of political perspectives on both sides of the border in the Lake Geneva region, as well as new projects. These are timely topics for all the members of the ‘Acteurs Tourisme Léman’ (ATL) network, as well as those of ‘Léman sans frontière’ (LSF), who this year will be holding their general meeting at the end of the MITF. In times of transition, leaders from the various tourism and hospitality sectors must come together to debate possible developments and upcoming transformations of well-known models, in order to jointly identify the best solutions. So come with your knowledge, your questions, and your projects to exchange with the different speakers, and to contribute interactively to essential reflections and the sharing of best practices in order to address these challenges—both new and recurring.