Can a place be described in words? Absolutely. Storytelling has long been the golden rule in communication because of its ability to inspire dreams, spark inspiration, and give context to time and place. But to truly get to know a place and to make it unforgettable in heart and mind, experience is key—the other magic word in today’s tourism. Experience transforms our view by requiring active participation, shifting us from the audience to the stage, from observers to participants. Through experience, we become protagonists, taking in scents, tasting, listening, and interacting. The narrative becomes action, sensation, and connection. This shift is transformative for those who organize tourism conferences and fairs. And it’s exactly this idea that Luigi De Santis put into practice with True Puglia, an event dedicated to his beloved region. Unlike many other B2B events, True Puglia connects hospitality venues, DMCs, and local institutions with international travel agencies, who are invited to experience both the people and the places firsthand. The event is highly curated, with a careful selection of operators and agencies, primarily high-spending clients affiliated with Internova and Virtuoso, visiting some of Puglia’s most poetic and beautiful locations.
“Why present our Puglia in Cannes or Marrakech when we can offer the experience here, immediately bridging any distance and making it tangible?” thought De Santis, a proud native of Puglia. Thus, True Puglia was born. From its first, modest edition in 2022, it has been a success, offering one-to-one meetings and opportunities to discover the region in an informal yet highly professional atmosphere—a taste of a real journey through Puglia. De Santis firmly believes that interesting deals don’t require suits and ties or high heels; instead, relaxed, good-spirited people are more receptive, and once back home, better able to share the authentic and engaging experiences they’ve lived.
The recent edition, held October 1-4 with pre- and post-event tours for those wanting to explore more, took place in the enchanting setting of the Valle d’Itria. Meetings between operators and travel agents were held in places like the vineyard at Masseria Montenapoleone and on the beach of Borgo Egnazia (Cala Masciola), where participants lounged on beach beds, enjoying sorbet or a granita al caffè from a gelato cart.
Beyond meetings, True Puglia includes experiences, meals, and festivities. Over three days, small groups of agents and specialised journalists explored the countryside in brightly coloured Fiat 500s; others learned to make parmigiana at Masseria Calderisi. Another group took an Apecar ride through Ostuni’s narrow streets and met Beniamino, the last remaining craftsman skilled in making traditional brushes and limewash for the city’s iconic white walls. Another group visited Polignano a Mare, where, after sampling the town’s “special” coffee with a secret recipe, they took a workshop on making the local illuminations, on a terrace overlooking the much-photographed bay. These shared moments also create opportunities for conversation, networking, and connection—often more fruitful than a business meeting in an office.
Each evening, participants celebrated Puglia and Italian lifestyle with music and the Dolce Vita, a theme that has become synonymous with the Italian experience. After all, it’s what people expect from a trip to Italy: pleasant living, good food, warm people, and endless beauty.
Supported by an enthusiastic team and high-quality partners, De Santis has successfully created a unique, effective circuit, inviting a rotating group of top travel agencies each year to broaden the reach of potential visitors. “This edition was exceptional,” he says, “with new markets from Brazil, Mexico, and Japan, as well as special events we organized together. It was an important testing ground for future editions and destinations.” Indeed, the True format has already extended beyond Puglia, with an event held in Sicily last year, set to continue in Palermo with Rocco Forte in 2025, and a new project planned for the Dolomites in June of next year. The formula remains the same: professional meetings in an informal setting, timely talks on industry trends, and immersive experiences. Because the only way to tell the story of a place is to experience it in a direct, genuine, and passionate way.