It doesn't have to be a major Italian city to be pretty. Smaller towns like Giovinazzo offer the same charms, without the crowds. Courtesy of Han Sang-hee

BARI, Italy — Italian travel destinations used to be obvious — Tuscany for wine, Sicily for food and pizza and numerous northern cities for history and culture. But what about Apulia, the heel of the Italian Peninsula, where the sun is strong, olive trees are abundant and the beaches are the clearest in the entire country? Even for Italians, Apulia is always on the to-do list, but it's known more as a port for cruise ships and ferries to Greece rather than a destination in its own right.

But this relatively unknown region is on the radar of travelers seeking something fresh, authentic and less crowded. The time to visit might be right now — before everyone else catches on.

Apulia offers the authentic Italian experience: less pizza towels, more fruit markets. Courtesy of Han Sang-hee

Why is it trending?

Historically, Apulia has made its name for its agricultural products such as olive oil and almonds and production of raw materials and components, including automotive parts and steel. Tourism was there, but with the lack of infrastructure and immigrants and a good word of mouth — in other words, marketing — it was not enough to attracts visitors near and far.

The rise of social media and the ongoing thirst for new and authentic spots, however, have put Apulia on the map, even over the expensive and overly crowded regions in Italy. Apulia has been handpicked by Hollywood celebrities, brands and international events such the Group of Seven (G7) summit.

"People may have started to discover new places and different destinations, but Apulia is definitely now on the rise when it comes to tourism. And it's only going to get hotter,'' said Nicola Giotti, a beloved pastry chef in the small town of Giovinazzo and member of the Pastry Ambassadors of Italian Excellence.

Once one of the poorest towns in Italy, Matera is now one of the most visited. Its distinctive cave dwellings are carved into the mountains, creating an eerie yet medieval mood. Courtesy of Han Sang-hee

Jude Law, Madonna, George Clooney and David Beckham are only a handful of the celebrities who have vacationed in Apulia recently, while fashion powerhouse Gucci held a fashion show at the famed Castel del Monte, a military castle that dates back to the 13th century, back in 2022. The castle appears on the Italian version of the one cent euro coin.

The following year, Dolce & Gabbana presented its Alta Moda fashion show in various locations around the region, where the designers wrapped up the event by saying that it was the "biggest and most authentic show they did" in their lives.

The famous fashion duo would be correct. Apulia's charm does not rely on typical commercialized "Italianness" with the colorful pizza socks or wooden Pinocchio dolls. Instead, it offers a raw, genuine Italian experience.

Thanks to the attention through social media and the press, the region is seeing significant development in infrastructure to support this growth in tourism. A night train service called Espresso Salento is now running from Rome and Lecce, with stops at major cities including Bari, Polignano a Mare, Ostuni and Brindisi.

Bari is where you can meet Italian ladies making pasta right before your eyes. They usually only make orecchiette, an ear-shaped pasta from Apulia, Italy. Courtesy of Han Sang-hee

Plans for a new high-speed train connecting Naples and Bari, set for completion in 2027, excited both travelers and locals, hoping that reducing the trip to two hours will attract more interest and bring further tourism and business opportunities to the region.

"Once the work is completed, the train will be a valid alternative to the plane between Bari and Naples," Matteo Salvini, the minister of infrastructure of Italy, said last year during a conference on the project.

The numbers of Airbnb rental homes and smaller masserias, or farmhouse hotels, have skyrocketed after the COVID-19 pandemic, but competition in the lodging industry is looking to be fiercer, with luxury hotel chains such as Rocco Forte Hotels, La Maviglia and the Four Seasons also planning to welcome travelers soon in the region.

Lecce is the Baroque central of Apulia, Italy. Walking around the city is like entering a museum. Courtesy of Han Sang-hee

Where to visit in Apulia

Bari

As the capital city of Apulia, Bari offers the classical charms of the region. In the Old Town, you can find old Italian "nonnas'' or ladies making the famous orecchiette (ear-shaped pasta typical of the region), while the fishermen at the Bari port beckon you to try out the freshest catch of the day, complete with a Peroni beer. It's where travel starts and ends in Apulia and an excellent place to keep as your reference point.

Matera

Known as one of the oldest cities in the world, Matera is like a stone castle and fortress bundled together. It was the backdrop of numerous films, including "Passion of the Christ" (2003), "Mary Magdalene" (2018) and "007 No Time to Die" (2021), thanks to its distinctive medieval city structure and unique cave dwellings called "sassi.''

Lecce

Dubbed as the Florence of the South, Lecce boasts exquisite Baroque architecture and the entire city is like a big outdoor museum. For history, art and architectural aficionados, this city will offer the art and grandeur of both Florence and Rome put together.

Apulia boasts the clearest beaches in all of Italy and Polignano a Mare proves just that. Courtesy of Han Sang-hee

Polignano a Mare

One of the most viral posts on this small town in Apulia would be of that a fancy restaurant located inside a cave overlooking the sea. Polignano a Mare is famous for its scenic beaches and numerous caves which you can also explore via boat tours.

Alberobello

The home of unique cone-roofed stone buildings called trulli, Alberobello is always on top of the list when it comes to the most beautiful towns in Italy. The small town is a UNESCO World Heritage site and is basically a museum of the famous trulli and eager travelers can even book one and stay for a true Apulian experience.

The entire city of Alberobello, Italy, is a UNESCO World Heritage site, recognized for its stone huts with conical roofs named trulli. You can walk around the historical village or even book a trullo to stay. Courtesy of Han Sang-hee

Before you go

So the travel plans are made and the itinerary is set. But there are a few key points to remember before venturing out to this sunny paradise.

Rent a car. Public transportation like taxis or buses is minimal in Apulia and walking from city to city is out of the question. Renting a car is crucial if visiting more than one city is on your list.

Be prepared for minimal English. Unlike its other counterparts around the country, Apulia is yet untouched by the commercialized travel trends. This means there will be less English spoken everywhere, including restaurants, shops and bars. Stick to basic English and don't fret if nobody can understand. It's still the land of hand gestures.

Embrace the art of "passeggiare." Full meals are a must when in Apulia, but what follows is the passeggiare, which translates to a "walk," but it means much more. By taking a stroll around the town, locals meet friends and family, talk about their days and plan future outings. It's the gossip mill, social media and paparazzi, all out on the streets and it's a great way to mingle with the locals and really blend in.

Opening hours might be later than you expect. Many restaurants, shops and cafes cater primarily to locals, so they stick to traditional opening times. Dinner often begins after 8 p.m., sometimes even later and there are also midday breaks for supermarkets and convenience stores, so it's wise to plan your visit accordingly.

For a walk through history, pay a visit to the military castle Castel del Monte in Apulia, which is also featured on the Italian one cent euro coin. Courtesy of Han Sang-hee

Han Sang-hee is a former staff reporter at The Korea Times and former editor at CNN Travel. She is based in Stuttgart, Germany, but now lives in Seoul with her Italian husband and two daughters and shares stories online. Follow @rachelsanghee on Instagram.