Annalisa De Carlo
4 August 2026
For me, Puglia has never been a discovery or a trend. My father is from Alberobello, the town famous for its trulli — and much of my family still lives there. It has always been home.
There was a time when most international visitors came to Italy with the same itinerary in mind: Rome, Florence, Venice, perhaps the Amalfi Coast. Puglia rarely featured on that list. Yet for me, Puglia has never been a discovery or a trend. It has always been home.
My father is from Alberobello, the enchanting town famous for its trulli, and much of my family still lives there. I grew up visiting relatives, celebrating family occasions, wandering the narrow streets, and experiencing the region as Italians do — not as a tourist destination, but simply as part of everyday life. My first cousin even owns one of the traditional trulli that have made Alberobello famous around the world. Long before social media filled with images of whitewashed villages and ancient olive groves, these places were simply where my family lived.
Over the past decade, however, something remarkable has happened. The rest of the world has begun to discover what Italians have appreciated for generations. International travel writers started praising Puglia's authentic character, its coastline, its food, and its slower pace of life. Luxury masserie welcomed guests seeking a more relaxed alternative to Tuscany, while charming towns such as Ostuni, Polignano a Mare, Monopoli and Locorotondo became increasingly familiar to visitors from across Europe and North America.
The region's international profile received another boost when Apulia hosted the G7 Summit in 2024. Images of the region appeared on television screens around the world, introducing millions of people to a part of Italy that had often been overlooked. At the same time, improved international air connections, including seasonal direct flights between Bari and New York, have made Puglia more accessible than ever before.
Yet despite this growing popularity, the soul of Puglia remains remarkably unchanged.
The region still rewards those who slow down. Mornings begin with an espresso in the piazza, afternoons stretch into long family lunches, and evenings are spent strolling through historic centres as church bells echo across centuries-old streets. Here, hospitality is not something created for visitors; it is simply a way of life.
For me, returning to Puglia is never about ticking attractions off a list. It is about reconnecting with family, revisiting places that hold childhood memories, and seeing familiar landscapes through new eyes. Every visit reminds me why this corner of southern Italy has such a special place in my heart.
Perhaps that is why I believe Puglia offers something increasingly rare in modern travel. Beyond its stunning beaches, UNESCO sites, exceptional cuisine and beautiful architecture, it offers authenticity. It is a region that has remained true to itself even as the world has discovered it.
If you are planning your first visit, you'll find magnificent coastlines, unforgettable food and some of Italy's most beautiful towns. But I hope you'll also discover something less tangible: a region where traditions are still lived, where family remains at the centre of daily life, and where the true spirit of Italy continues to flourish.
For me, Puglia will never be Italy's newest destination. It is simply the Italy I have always known.
