Why is everyone suddenly going to Apulia this year?

Will 2026 (still) be the year of Apulia? We have no doubt: absolutely yes! The region, beloved by travelers from around the world for its unique mix of landscapes, slow lifestyle, and experiences, aims to confirm its position as a top destination in summer (and beyond).

How to explain such a tourism boom for Apulia? The intense international media attention certainly plays a major role, and it's no surprise that the famous specialized magazine Time Out has included Apulia (along with three other Italian destinations) among the 51 World’s Most Beautiful Places in 2026.

But what makes a destination irresistible is the travel experience, and Apulia (or Puglia, in Italian) knows the game. Here you don't just leave for a simple vacation, but you savor every moment: you do it when you pass through its whitewashed towns, when you admire the handmade pasta left to dry by grandmothers outside their doors, when you meet the locals and they welcome you as if you were family.

Apulia in summer is all about sun, dreamy beaches, crystal-clear sea and breathtaking views, but it's also an exciting and engaging experience to enjoy at your own pace.

Would you like to get there with us? Then let's join on a trip to remember: here are the best things to see and do in Apulia this year!

Last year Apulia was one of Italy's most popular tourist destinations, with record presences (over 22 million) and an exponential increase in international arrivals (+25%), significant stats that continue to grow.

What is the secret to Apulia's success? It's not just luck, but it involves planning and vision.

Let's start with the former. Regione Puglia institution began strategically investing in its tourism promotion about ten years ago, developing a territorial marketing plan that has transformed it into a top-notch tourist destination (all year round).

The cornerstones of the apulian tourism program are the promotion of cultural and territorial identities (e.g. Salento, Gargano, Valle d'Itria), the deseasonalization of popular destinations (e.g. visiting Lecce and Salento in winter for their baroque artistic beauty), the development of sustainable tourism (e.g. hiking, cycling holidays, experiences immersed in nature and the land), and increased digitalization (e.g. online bookings, card payments).

And what about the vision? Simple: today more and more travelers choose Apulia primarily for unique and inimitable experiences, such as participating in traditional cooking classes to learn how to make the famous “orecchiette” pasta, discovering local crafts, visiting castles and churches, or immersing themselves in traditional festivals and local customs.

Then there's the pop side of tourism, which fascinates and stimulates the wish for a dream trip, looking for inspiration. Apulia has been in the spotlight for a few years now, following the actions of movie stars and sports legends who chose it as a place to enjoy their holidays, or even celebrate their weddings.

And let's not forget about music: world-famous artists are increasingly organizing tour dates in Apulia, attracting thousands of fans to a travel experience that combines art, entertainment and wonderful places to visit.

But what are the must-see places in Apulia? A special mention surely goes to Bari, which welcomed over 1 million tourists from Europe and America last year, the regional capital and a city with a historic, cultural and artistic charm, to best explore at the Basilica of San Nicola or Teatro Petruzzelli.

In northern Apulia Castel del Monte stands out, a symbol of European medieval architecture, and Trani with its Romanesque cathedral near the sea, beautiful when the light caresses the pinkish-white limestone of which it is made.

Still in the north, the Gargano promontory is well worth a visit. This lush, mountainous area overlooks the Adriatic Sea and is home to charming towns like Vieste and Peschici, known for their golden beaches and stunning waters. Just off the coast, the Tremiti Islands are one of the Adriatic’s most unspoiled natural gems, with crystal-clear waters perfect for snorkeling and diving. Hiking enthusiasts should also try forest bathing at the Umbra Forest, the green heart of the region.

Heading inland, there are also lesser-known towns full of history and authenticity: Lucera, with its Roman amphitheater and Swabian fortress, or Altamura, famous for its DOP-certified bread and magnificent cathedral built under Frederick II.

Heading down the Adriatic coast, here we find picturesque Polignano a Mare perched on high cliffs above the sea, and further south, in the Itria Valley, there’s Alberobello famous for its trulli, cone-shaped stone houses found nowhere else in the world. In the heart of Salento, you’ll find Lecce, the queen of the Baroque where church and palace facades are richly decorated, telling stories of art and history carved in stone.

And if you’re thinking of a swim, what are the best beaches in Apulia? In Salento you’ll find crystal-clear waters in Pescoluse and scenic coves like Torre dell’Orso, framed by cliffs and pine trees. For those seeking Caribbean-like beaches, we recommend the sandy coast between Monopoli and Fasano.

And of course don’t miss Castellana Caves, a breathtaking underground world of caverns, stalactites, and stalagmites carved by nature over thousands of years. One of the examples of beauty that have made Puglia a one-of-a-kind destination, an authentic sensory journey through diverse landscapes, in a land with a profound identity.

So what's the food like in Apulia? Well, if you don't try it, you're missing out! Apulia cuisine is simple, popular, yet rich in flavor and made with the freshest ingredients, both from the region's agricultural production and its abundant seas.

Among the main stars of this cuisine there’s fresh pasta with handmade orecchiette, a symbol of the region, often cooked with turnip greens. Apulia extra virgin olive oil, considered one of the best in Italy, is used for everything from bruschetta to grilled fish. There's no shortage of traditional cheeses too, such as caciocavallo podolico or burrata di Andria, and also local wines as well like Primitivo di Manduria or Nero di Troia.

But tourism offerings in Apulia aren't just about its sights and flavors. Here travel becomes an emotional experience, even (perhaps especially) when it comes to food. Tourists can participate in traditional cooking workshops and learn how to make pasta by hand directly from local housewives, or visit olive oil mills and historic farmhouses, often with tastings of local products surrounded by centuries-old olive trees.

In seaside villages like Polignano a Mare or Gallipoli, you can enjoy a seaside dinner of fresh raw fish, accompanied by the sound of the waves and a glass of chilled white wine.

Here’s the answers to travelers' most frequently asked questions:

Is visiting Apulia expensive?

No, it’s a destination with great balance in terms of price and quality. Accommodation options like B&Bs, hotels and traditional farmhouses (masserie) are affordable, though prices rise in July and August. A full meal costs between €15 and €25, including wine. Street food like panzerotti and focaccia is tasty and budget-friendly. Beaches are often free to visit, while tours and tastings are reasonably priced.

What's the best time to visit Apulia?

May, June, September, and October, in these months you’ll find nice weather, fewer crowds and moderate prices. July and August are busy months for seaside resorts, but the region offers many patron saint festivals and musical and cultural events. Spring and autumn are ideal for nature adventures or city breaks.

How do you get to Apulia?

By plane: Bari and Brindisi airports offer daily national and international flights, often low-cost.

By train and bus: there are direct connections daily to major Italian cities.

By car: via the A14 and A16 motorways.

Why is Apulia an increasingly beloved and popular region? The reason is simple: today, international travelers are seeking more authentic, true local experiences, and Apulia perfectly satisfies this new need.

Trulli, castles, churches, baroque cities, caves, islands, countryside and centuries-old olive trees: in just a few days, you can see so much and join immersive experiences without traveling too far, enjoying evocative landscapes and unique beauty with the Mediterranean at your side.

If you're planning your next vacation, keep this in mind: Apulia is beautiful, authentic, delicious, accessible, full of things to do and wonders to photograph. In short, a journey that vibrates like a fantastic continuous discovery to be experienced with all the senses.

Enjoy one of the most beautiful regions of Southern Italy, and happy holidays!