In 2027, TRUE introduces a new way to experience Italy.
MORE THAN 180 OF THE WORLD'S LEADING LUXURY TRAVEL ADVISORS, MEDIA AND PARTNERS WILL TRAVEL ACROSS THE COUNTRY THROUGH THREE CONNECTED GRAND TOURS, EACH DESIGNED AROUND TWO COMPLEMENTARY ITALIAN DESTINATIONS.
BUYERS WILL BE DIVIDED INTO THREE MAIN GROUPS AND WILL EXPERIENCE TWO REGIONS AT A TIME THROUGH A COMBINATION OF DEDICATED PRE-FAM TRIPS, IMMERSIVE MAIN EVENTS AND POST-FAM JOURNEYS.
Private Air Transfers
✈
Each transition between destinations happens aboard a private SKYALPS jet, exclusively organized by TRUE - transforming the movement itself into part of the experience.
180+
Advisors, Media & Partners
3
Connected Grand Tours
6
Italian Destinations
2027
The Journey Begins
This is not a traditional trade show circuit. It is a moving journey through Italy's most extraordinary territories, cultures and hospitality brands.
From Renaissance to Baroque
TRUE Tuscany TRUE Puglia
01
Tuscany
Pre Fam Trip
12 · 13 · 14 April
Main Event
15 · 16 · 17 April
Puglia
Main Event
18 · 19 · 20 April
Post Fam Trip
21 · 22 · 23 April
50 luxury local exhibitors Vs 60 international Advisors per event.
A journey through two of Italy's most iconic regions.
From Tuscany's Renaissance heritage, vineyards and grand estates to Puglia's whitewashed villages and Mediterranean lifestyle, this experience reveals two distinct expressions of Italian luxury.
From the Sea to the Mountains
TRUE Sardinia TRUE Dolomites
02
Sardinia
Pre Fam Trip
12 · 13 · 14 June
Main Event
15 · 16 · 17 June
Dolomites
Main Event
18 · 19 · 20 June
Post Fam Trip
21 · 22 · 23 June
50 luxury local exhibitors Vs 60 international Advisors per event.
A journey between two of Italy's most spectacular natural worlds.
From the crystal waters and coastal elegance of Sardinia to the dramatic peaks and alpine charm of the Dolomites, this experience showcases Italian luxury through two opposite landscapes: sea and mountains.
Belle Époque Grand Tour
TRUE Campania TRUE Sicily
03
Campania
Pre Fam Trip
27 · 28 · 29 October
Main Event
30 · 31 October · 01 November
Sicily
Main Event
02 · 03 · 04 November
Post Fam Trip
05 · 06 · 07 November
50 luxury local exhibitors Vs 60 international Advisors per event.
A journey through the timeless glamour of Southern Italy.
From the iconic beauty of Campania and the Amalfi Coast to Sicily's aristocratic heritage and layered cultures, this experience celebrates history, elegance and the enduring romance of the Mediterranean.
