Over the past few years, Italy’s tourism trends have evolved. While Tuscany remains a beloved destination, more travelers are discovering the warm hospitality and authentic charm of southern Italy. Lecce, often referred to as the Florence of the South, has now surpassed Siena in visitor numbers, proving that Puglia—the “heel” of Italy’s boot—is capturing the imagination of travelers from around the world.
Italy is a feast for the senses, with its rich culinary traditions, breathtaking landscapes, and historic towns. Sun-bleached hilltop villages, ornate baroque architecture, and vibrant trattorias serving fresh, locally sourced cuisine make it easy to understand why millions visit this country each year.
While headlines often feature celebrities enjoying their espressos in Rome or striding down the catwalks of Milan, many have chosen to retreat to the tranquility of Puglia’s countryside. Stars like Justin Timberlake and Jessica Biel celebrated their wedding here, while the Beckhams frequently vacation in the region. Meanwhile, Helen Mirren and Meryl Streep have both invested in historic masserias—Puglia’s traditional fortified farmhouses—just south of Lecce.
Why Visit Puglia?
Puglia’s appeal lies in its laid-back lifestyle, its deep connection to food and tradition, and its stunning coastal scenery. The region is renowned for producing over 40% of Italy’s olive oil and 12% of the world’s supply, thanks to its ideal Mediterranean climate, which allows more than 50 million olive trees to flourish.
One of the best things about Puglia is its unhurried pace—perfect for travelers who want to immerse themselves in history, culture, and natural beauty. The region boasts over 800 km of coastline, where the Adriatic Sea kisses the eastern shore, while the Ionian Sea sparkles in brilliant turquoise hues to the west. Puglia proudly holds 13 Blue Flag beaches, a prestigious designation for environmental quality. Among them, Pescoluse, often called the Maldives of Salento, is famous for its powdery white sands and crystalline waters.
Whether you’re drawn to wine tasting, boat excursions, or exploring historic towns, Puglia offers countless experiences, from cooking classes that showcase family recipes to guided walking tours through ancient cities.
Top Places to Visit in Puglia
Alberobello – The Fairytale Trulli Village
Nestled in the Itria Valley, the UNESCO-listed town of Alberobello is known for its iconic trulli houses—whitewashed limestone dwellings with conical roofs that seem straight out of a storybook. Originally built as peasant homes, today, these charming buildings serve as boutique shops, cozy guesthouses, and traditional restaurants. While in town, be sure to try the Pasqualino sandwich, a local specialty dating back to 1966, layered with tuna, capers, salami, and cheese in a precise order for the perfect bite.
Polignano a Mare – The Jewel of the Adriatic
Just 40 km from Bari, Polignano a Mare is one of the most photographed coastal towns in Italy. Perched on dramatic cliffs overlooking the Adriatic, it’s famous for its spectacular views, charming streets, and sea caves. The Blue Flag beach of Lama Monachile, also known as Cala Porto, is a stunning spot where towering cliffs embrace an intimate stretch of beach. It’s also home to the thrilling Red Bull Cliff Diving Competition, where daredevil athletes plunge from heights of 28 meters (92 feet) into the brilliant blue waters below.
Vieste & The Gargano Peninsula – Puglia’s Natural Paradise
Two hours north of Bari lies the Gargano Peninsula, a breathtaking natural reserve with lush forests, dramatic coastal cliffs, and pristine beaches. The Foresta Umbra, a UNESCO-protected area, is home to centuries-old oak and pine trees, as well as diverse wildlife. The nearby seaside town of Vieste, with its whitewashed buildings and medieval streets, is a perfect base for exploring the peninsula’s hidden coves and picturesque harbors.
Locorotondo – A Hilltop Haven for Wine Lovers
Sitting above the Itria Valley, Locorotondo is a circular hilltop town known for its whitewashed houses, winding alleys, and breathtaking views. The area’s microclimate makes it ideal for producing Verdeca grapes, which yield a delicate DOC-classified white wine—perfectly paired with fresh seafood or homemade pasta.
Ostuni – The White City
Dubbed La Città Bianca (The White City), Ostuni is famous for its labyrinth of whitewashed buildings that cascade down the hillside. Originally coated in limestone during the medieval period to help prevent the spread of disease, this dazzling town now draws visitors with its atmospheric piazzas, charming cafés, and artisan boutiques. Wandering its cobbled streets feels like stepping into a Mediterranean dream.
Lecce – The Baroque Beauty of the South
Known as the Florence of the South, Lecce is a masterpiece of baroque architecture. Its 17th-century churches, intricately carved facades, and stunning Roman amphitheater make it a paradise for art and history lovers. Don’t miss the ornate Basilica di Santa Croce, a prime example of the region’s architectural splendor. And while in Lecce, take a break at a local café and try the Caffè Leccese (iced coffee with almond milk) along with a Pasticiotto, a rich custard-filled pastry.
When to Visit Puglia
Puglia enjoys hot summers and mild winters, making it a great destination almost year-round. Spring (April–June) and early autumn (September–October) are ideal, offering warm weather, fewer crowds, and perfect swimming conditions. July and August are the hottest months, but with so many beaches and shaded olive groves, there are always ways to stay cool with a refreshing Aperol Spritz in hand.
How to Get to Puglia
Puglia is easily accessible by air:
✈️ Bari Karol Wojtyła Airport (north) – Ideal for exploring Bari, Polignano a Mare, and the Gargano Peninsula
✈️ Brindisi Salento Airport (south) – Best for visiting Lecce, Ostuni, and the Salento Peninsula
Both airports offer car rentals, which is the best way to explore Puglia at your own pace.
Where to Stay in Puglia
For a truly authentic experience, consider staying in a Masseria, Puglia’s traditional stone farmhouses, many of which have been beautifully restored into luxury accommodations. These properties offer a blend of history, charm, and comfort, often surrounded by olive groves and vineyards—the perfect setting for an unforgettable stay.
Final Thoughts
Puglia is a region of contrasts, where ancient traditions meet breathtaking landscapes. Whether you’re drawn to its historic towns, crystal-clear waters, or delicious cuisine, a trip to this southern Italian paradise promises a memorable and immersive experience.