A tourism industry that is becoming increasingly digitalised, driven by artificial intelligence: how far can it go, and what benefits can it bring? This will be one of the topics addressed at the 7th Montreux International Tourism Forum (MITF), which will take place on 13 November 2026. Entitled “Digital Transformation & Data: From Diagnosis to Action”, this round table will explore increasingly essential topics, with a focus on how data can be transformed into decisions and value for destinations and their ecosystems. Concrete examples will be presented and discussed. The issue of destinations under pressure, facing both crises and opportunities, will be addressed in a second round table. It will also involve students, the leaders of tomorrow, and will be complemented by a “Thinking the Unthinkable” perspective presented by a military expert. As a forum rooted in our region, we will also address tourism in the Alps and around Lake Geneva, with a perspective that invites us to rethink tourism in order to move from visitor performance to the relevance of our territory. These are therefore topical issues for all members of the “Lake Geneva Tourism Stakeholders” network (ATL), as well as members of “Lake Geneva without Borders” (LSF) and all other tourism professionals and stakeholders active in the Lake Geneva region. In the transitions we are currently experiencing, those responsible for the various sectors of tourism and hospitality need to come together to discuss possible developments and the changes ahead for established models, and to work together to identify the best solutions. We therefore invite you to bring your knowledge, questions and projects, and to exchange with the various speakers in order to develop, in an interactive way, the reflections that are essential for addressing these challenges, whether new or renewed, and to share best practices.