Why is everyone suddenly going to Puglia this year?

What are the reasons behind the enormous tourism boom in Puglia?  Why is it today the preferred region among Italian vacation destinations? In the search for answers to these questions, it quickly emerged that in this area of Italy, you don’t just experience a simple vacation but savor every moment. You do so when you walk through its whitewashed villages, when you observe the handmade pasta made by grandmothers drying outside their doors, and when you meet the locals who welcome you as if you were family.

Could it be that this region has become capable of offering to travelers not only clean seas and beautiful landscapes but also engaging emotional experiences?

Let’s discover together if that is truly the case and what the best things to see and do in Puglia are!

In 2025, Puglia became one of the most popular tourist destinations in Italy and even in 2024 it exceeded 20 million tourists, with a sharp increase in foreign tourists.

But how did it happened? 

Clearly you will understand that this success is not the result of chance. In fact, the Puglia region began to invest in its tourism promotion about ten years ago, developing a strategic territorial marketing plan which, over time, has led to these results, making it a tourist destination of excellence.

In fact, more and more travelers today choose it not only for the crystal clear sea or the breathtaking views, but also to live the unique experiences offered: they can in fact participate in traditional cooking classes such as creating the famous "orecchiette", discover local craftsmanship and immerse themselves in the traditional local festivals.

But what are the must-see places in Puglia? Starting from the north, 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.

Heading down the Adriatic coast, you reach Polignano a Mare, perched on dramatic cliffs above the sea. Further south, in the Itria Valley, lies 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 “Baroque city,” where church and palace façades 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 Puglia? In Salento, you’ll find crystal-clear waters in Pescoluse and scenic coves like Torre dell’Orso, framed by cliffs and pine trees.

Lastly, don’t miss the Castellana Caves, a breathtaking underground world of caverns, stalactites, and stalagmites carved by nature over thousands of years.

All of this shows how Puglia, through its beauty alone, offers a sensory journey across varied landscapes, in a region with a deep and unique identity.

So how is the food from Puglia? Excellent,another unmissable experience. Puglian cuisine is simple yet full of flavor, rooted in both the land and the sea. The region’s rich agriculture and bountiful coastline are at the heart of its culinary identity.

One of the main stars is fresh pasta, especially the iconic handmade orecchiette, often served with turnip tops. Puglia’s extra virgin olive oil, considered among the best in Italy, is used in everything from bruschetta to grilled fish. You’ll also find traditional cheeses like caciocavallo podolico and burrata from Andria, along with excellent local wines such as Primitivo di Manduria and Nero di Troia.

However, as mentioned earlier, the tourist offering of Puglia is not only about its places or flavors, but is also  by the emotional experiences it offers to visitors.

Tourists can take part in traditional cooking classes, learning to make orecchiette by hand with local women, or visit historic olive mills and farmhouses, tasting zero-kilometer products surrounded by ancient olive trees and dry stone walls. In coastal towns like Polignano a Mare or Gallipoli, it’s possible to enjoy a seaside dinner of fresh raw seafood, accompanied by the sound of the waves and a chilled glass of white wine. Such pleasant experiences are engraved in memory forever.

The answers to the most frequently asked questions by travelers: 

Is visiting Puglia expensive? No, it’s a destination with great value for money. 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 and historic villages are free to visit, while tours and tastings are reasonably priced.

When is the best time to visit Puglia? May, June, September, and early October offer great weather, fewer crowds, and moderate prices. July and August are ideal for beach lovers and local festivals. Spring and autumn are perfect for exploring nature and culture.

How do you get to Puglia? By plane: Airports in Bari and Brindisi with both domestic and low-cost international flights. By train: Well connected to major Italian cities. By car: Via the A14  or A16. By bus: Budget-friendly routes from many Italian and  European cities.

Here is the explanation for the reason: today travelers seek more genuine and local experiences and Puglia perfectly meets this new demand. Trulli, castles, Baroque cities, caves, islands, countryside, and centuries-old olive trees: in just a few days you can see a lot and have immersive experiences without traveling too many kilometers.

In summary, Puglia is: beautiful, authentic, tasty, accessible, and full of things to do and photograph, a continuous discovery. Surely you will choose it too, so have a great vacation in one of the most beautiful lands of Southern Italy!