Puglia ranks second in Italy for oil tourism popularity

Puglia has secured second place in Italy for oil tourism preferences, capturing 28% of interest from Italian tourists, trailing only Tuscany at 29%. This trend is supported by the region's extensive olive cultivation, which includes over 370,000 hectares, approximately 60 million olive trees, and 148,127 olive-growing businesses.

According to the second 2026 oil tourism report, there is a significant consumer interest in extra virgin olive oil experiences. Approximately 71% of Italians expressed interest in dining among olive groves, 70% in olive oil tastings paired with local products, and 65% in visiting historical mills and olive-surrounded estates.

The report also highlights a connection between oil tourism and wellness, with 65% of respondents interested in the health benefits of extra virgin olive oil and 60% wanting to learn more about different cultivars and oil qualities.