Virtuoso Chairman/CEO Matthew Upchurch recognised in Italy

Upchurch joins esteemed company on the Atlagamma International Honorary Council

Matthew D. Upchurch, CEO and Chairman of Virtuoso has been inducted as a member into the prestigious Altagamma International Honorary Council during the organisation’s annual gala dinner in Rome on 28 May 2024. Altagamma brings together Italy’s top cultural and creative companies to promote the country’s excellence, distinctive identity and lifestyle worldwide.

Italy is consistently a favourite destination for Virtuoso travel advisors and their high-end clientele. According to the 2024 Virtuoso Luxe Report, Italy is the top family, honeymoon and global destination of the year, with more than 200 preferred partners in the network offering exclusive amenities and experiences.

As part of the broader Altagamma organisation, the Altagamma International Honorary Council is a network of luxury businesses and individuals who contribute to the promotion of Italian culture and lifestyle throughout their respective professional spheres. Upchurch joins a renowned group of entrepreneurs, C-suite professionals and creative individuals that make up the Altagamma International Honorary Council, namely Formula 1 CEO Stefano Domenicali, Andrea Bocelli, Michelin Star Chef Nadia Santini and many more.

From left: Aldo Melpignano - Vice President of Hospitality, Fondazione Altagamma; owner of Borgo Egnazia; Matthew D. Upchurch - CEO and Chairman, Virtuoso and Valeriano Antonioli - CEO of Lungarno Collection.

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With a uniquely transversal approach, Altagamma represents 119 brands from seven different industries: fashion, design, jewellery, food, hospitality, automotive and yacht-building. Altagamma’s mission is to boost the growth and competitiveness of Italy’s cultural and creative companies, thus making an effective contribution to the Italian economy.

“It was an honour to have Virtuoso inducted as an honourary member of Italy’s prestigious luxury association, Altagamma,” said Upchurch. “Italy has been our perennial top destination, and for good reason, as its hospitality is the perfect example of beauty, authenticity and design.

The Upchurch family: Clay, Jessica, Matthew and Benji.

“I received the award on behalf of our global advisors and dedicated partners who create magical experiences for our luxury travellers,” Upchurch said.

“Through their outstanding work in Italy, Matthew and Virtuoso have been exceptional drivers of knowledge and appreciation of our country, allowing many sophisticated travellers from all around the world to get in touch with the extraordinary heritage of Italian culture, arts, landscapes and hospitality,” said Aldo Melpignano, Altagamma’s Vice President of Hospitality.

For more information on Altagamma, see

Lead image: Pictured from left are: Stefania Lazzaroni – General Manager & CEO of Fondazione Altagamma; Matthew D. Upchurch – CEO and Chairman, Virtuoso; Aldo Melpignano – Vice President of Hospitality, Fondazione Altagamma; owner of Borgo Egnazia; and -Matteo Lunelli – CEO and President of Ferrari Trento; Chairman of Altagamma.

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