From TV to TikTok: How Perillo Tours Is Evolving for the Future

Perillo Tours CEO and Owner Steve Perillo understands the importance of family.

Also known as “Mr. Italy Jr.,” he is the third-generation owner of the family-run tour operator. His grandfather Joseph Perillo launched the company in 1945, and his father Mario Perillo — the original “Mr. Italy” — was a local icon in the ’80s and ’90s thanks to his plain-spoken TV commercials inviting Americans to experience Italy.

Steve Perillo succeeded his father in the early 2000s, leading the company through major challenges like the 2008 recession and the COVID-19 shutdown. Post-pandemic, business is booming: Perillo saw demand for Italy spike in 2023, telling CNN the company had virtually sold out capacity by June.

Today, the New Jersey-based tour operator is poised for even more growth in 2025, which marks both the company’s 80th year and the Catholic Jubilee in Rome.

TMR sat down with Perillo at the 2024 USTOA conference in Marco Island, Florida to chat about the company’s milestone year and the upcoming Roman Jubilee.

“We survived through the hard times — somehow,” he said with a smile.

80 Years of Selling Trips to Italy

Perillo credits Italy for the company’s longevity. “Italy is the easiest destination to sell in the world,” he told TMR. 

Of course, Perillo Tours is far from the only tour operator selling travel packages in Italy. Perillo told TMR the company’s proven track record and expertise in the region helps the tour operator stay competitive, as does its focus on providing excellent customer service.  

“Every complaint is rectified, and we’re very generous to travel advisors, he said. 

Perillo is quick to note how much his business depends on trade partners and tries to give back to the community when he can. Perillo Tours is celebrating 80 years with a travel advisor gift card promotion, and this past summer, the company launched a photo contest for travel advisors with a grand prize of a 10 Day Vesuvius Tour.

That strategy has paid off: the company has seen “blockbuster” numbers post-pandemic. “We’re in boom years in travel,” he said.

“I don’t see why we can’t go 100 years,” Perillo added with a smile.

Looking ahead, there may be a “Mr. Italy III” in the company’s future. Perillo is in the process of preparing his nephew Devin Buonanno to eventually take over the company. “As I leave the scene, Devin’s going to continue,” he said. 

Currently, Buonanno serves as the Director of New Business Development. At just 29 years old, he’s already contributing to the company, spearheading initiatives like the social media marketing.

Next-gen Perillo Tours: Getting Social on Facebook and TikTok

Back in the day, the original Mr. Italy promoted Perillo Tours through radio and TV commercials. Now, the tour operator is getting seen in a whole new light thanks to social media.

Perillo Tours has a lively Facebook presence, boasting over 45,000 likes and a 92% approval rating on the company’s page. The tour operator also hosts a Facebook group for Perillo Tours travelers, where past, current, and future customers can connect and socialize.

What Perillo is most excited about, however, is his company’s emerging TikTok presence. Perillo Tours has seen millions of hits on the short-form videos posted on the platform.

“Since early this year, we’ve been posting shorts on Instagram and TikTok primarily, and most of our videos have gotten over 600,000 views,” Buonanno told TMR.

The virality was unexpected. Buonanno said the company’s still figuring out how to best utilize the platform to generate leads. In the meantime, it’s proven to be a great tool for marketing.

“My phone’s blowing up every day with people interested in asking for more information on the packages,” he said.

Buonanno has found the most successful content is “insider tips” — on location street videos with useful information like how to find an authentic Italian restaurant. The videos are cost-effective and simple to make since they only require minimal equipment like unobtrusive handheld cameras. They use devices similar to a GoPro rather than a large professional rig. (“The police will stop you in the Vatican Square if you have a big camera,” he explained.)

The short-form videos are another way for Perillo Tours to connect and engage with the travel advisor community as well.

“Personally, I’m very involved in the travel advisor community, and we’ve been sharing those videos for advisors all across the country to post on their personal pages as well,” Buonanno explained. “They’ve been very thankful that we’re posting on their pages.”

Italy in 2025: How the Roman Jubilee is Impacting Travel Trends

Next year is significant for the Italy tour specialist, not only because of the anniversary but also the Roman Catholic Jubilee. The holy year encourages faithful from around the world to pilgrimage to holy sites for spiritual renewal, with the Vatican having a central role in the sacred event.

Perillo Tours is offering an Italy tour package catered to Catholics wanting to participate, but noted it’s not a huge seller because of the religious focus.

“You get a new audience who comes in 2025, but still, the big tours are Rome, Florence, and Venice,” Perillo explained.

Perillo noted that several clients have opted to delay their Italy trips to 2026 to avoid the crowds. 

“Our business is still up but it’s not what we thought it could be,” he explained. And factors like the changes made to the iconic Trevi Fountain in Rome have also discouraged some travellers from visiting the destination this year.

The overtourism concerns in Italy have encouraged Perillo Tours to develop products with lesser-known cities, like Tropea. “There’s a replacement for all towns,” he told TMR.

Another solution to crowding is developing travel from November to April. The tour operator just did a Christmas tour. “Starting Nov. 1, everything clears out,” he explained.