Planeta Estate Sponsor of TRUE Sicily 2026

B2B meetings and the grand opening dinner at the Ulmo estate for the luxury tourism event. Planeta was the Wine Sponsor for the entire duration of the event.

Sicily hosted the final 2026 stop of TRUE Event, the B2B gathering dedicated to luxury hospitality and tourism, which arrives on the island after visiting Puglia, the Dolomites, and Sardinia.

Organised by TRUE Luxury Travel Trade Shows and promoted in collaboration with Essence of Sicily, the event connects the best Sicilian hospitality brands with a selected network of international travel advisors and buyers. In this prestigious setting, Planeta Estate participated as a Sponsor.

The event officially opened on Tuesday 10th November with the inaugural dinner hosted at the Ulmo Winery, celebrating the shared vision of Planeta and True Event, which sees Sicily as a destination of choice for international tourism that is increasingly linked to the authenticity of experiences. Attended by Francesca, Alessio, and Santi Planeta, the evening was a truly immersive journey across the island. Buyers and guests were able to explore the excellence of the various territories, discovering unique products and flavours from Menfi to Etna, from Noto to Vittoria, all the way to Capo Milazzo. A precious opportunity to enjoy a convivial atmosphere and, between deep roots and a look to the future, toast to the beauty of the connections forged during the gathering.

The hub of the business meetings was the Verdura Resort, where the Planeta Estate team took part in the exhibition activities and one-to-one meetings. Representing the company were Francesca Planeta and the Planeta Estate Sales Team, on hand to illustrate the hospitality philosophy and the offerings of the estates to the buyers.

Planeta served as the Wine Sponsor for the entire duration of the event, exclusively curating the wine selection for all the lunches and dinners scheduled over the three days.