Puglia expands tourism through olive oil heritage and wedding popularity

The Puglia region in Italy is strengthening its position as a premier travel destination by leveraging its agricultural heritage and scenic landscapes. According to data from Coldiretti Puglia, the region has secured second place nationally for 'oleoturismo' (olive oil tourism), capturing 28% of Italian tourist preferences, trailing only Tuscany.

With over 370,000 hectares of olive groves and approximately 60 million trees, Puglia is implementing new regional legislation (Law n. 9/2025) to simplify administrative procedures for olive oil tourism. This includes the introduction of a single, streamlined certification (SCIA) to help local operators and mills launch experiential tourism activities more easily.

Beyond agricultural tourism, Puglia remains a highly sought-after location for international weddings. In 2024, the region was among the top six Italian destinations for foreign couples, who are drawn to the unique architecture of the trulli in Alberobello and the historic masserie. Spring is noted as a peak season for these celebrations due to the blooming landscape and mild climate.