Visit Puglia Creativa: new sustainable tourism brand for Apulia's creative districts

The Distretto Produttivo Puglia Creativa, a network of about 150 cultural and creative enterprises, has launched #VisitPugliaCreativa, a new brand for sustainable tourism in Apulia. The initiative moves away from mass tourism stereotypes and the overused Taranta myth, focusing instead on the region's authentic creative heritage, including craftsmanship, rural traditions, artists, designers, and cultural operators. The project is part of the ATLAS Adriatic Cultural Tourism Laboratories program, financed by Interreg Italy-Croatia 2014-2020. It identifies 13 homogeneous areas based on the regional landscape plan and proposes three thematic itineraries: Luci a Sud Est (Serre Salentine), Suoni dalla Pietra (Murgia dei Trulli), and Dalla Pietra al Mito (Puglia Imperiale, including Ruvo, Trani, Castel del Monte, and Barletta). The initiative will produce a multimedia catalog and an interactive map to promote year-round cultural events and festivals. The goal is to offer tourists a personal and collective experience rooted in local specificities, supported by sector professionals and characterized by signature events like festivals.