The recent experience of the G7 confirmed how the eyes of the world are focused on Puglia, which confirms itself as an attractive brand, a model of virtuous development for good sustainable practices based on culture and the valorisation of tourism policies. The fourth edition of the workshop “Puglia, a way of life”, held at Palazzo Grazioli in Rome in the conference room of the Foreign Press Association, confirmed – numbers in hand – this positive trend, describing synergies, projects and related results.
The afternoon opened with the speech of Luca Bianchigeneral manager of Svimez, expert in economics and territorial development policies who took stock of economic data linked to the world of production and regional work. Identity and innovation of Puglia are the key themes, as objectives to be achieved, after a positive economic season for the region, which goes from 2019 to 2023, certifying it as the most dynamic region in Italy, with GDP growing by 6.1% (while nearby Basilicata has even gone backwards, the worst national figure, and Molise is below the national average, but with still negative data on the tourism front). The objectives to work on – valid for Puglia but for the whole South – are to strengthen industrialization, that is, an industrial approach to the management of the system, to attract foreign investments, internationalization and innovation, universities and research, and to combat the brain drain. Bianchi also focused on the demographic problem (122,547 fewer inhabitants in Puglia in the twenty years between 2002 and 2021) and on the low female employment, stuck at 35%.
“Puglia represents about a quarter of the southern manufacturing system and is certainly not condemned to deindustrialization, thanks to a dynamism that excels in the south – said Bianchi.
What has emerged from institutional voices is that we are continuing on the growth path, as stated by the tourism councillor Gianfranco Lopane, so that the more consolidated and recognizable destinations can also be combined with lesser-known inland destinations. The region confirms its attractiveness also thanks to the seaside model which enjoys excellent waters: again this year the cleanest in Italy. Numerous activities develop around the sea, which is the main resource, which enrich the offer, such as water sports, sailing and cruises. Not just the sea therefore, Puglia is a destination for sustainable outdoor tourism, thanks to the paths, cycle tourism and dedicated accommodation.
“Puglia has managed to carve out a space of recognition on the international scene that comes from the beauty of its places, the iconicity of its traditions, but also from the ability to propose an alternative life paradigm, based on sustainability, hospitality, conviviality and commitment to legality along the path indicated, years ago, by Cassano’s ‘Pensiero Meridiano’ – he reiterated Viviana Matrangola, councilor for culture and legality of the Puglia Region. “In recent days – he concluded – the regional council has given the green light to the ‘Apulian Manifesto of cultural welfare’, which commits all those involved in the development of the cultural offer to greater integration between the systems of culture and well-being. In Puglia we are convinced that, through culture, people, territories and communities can write or rewrite the most beautiful pages of their lives”.
“At the end of a European programming cycle, we can talk about facts”. So Aldo Patruno, director of the Tourism, Economy of Culture and Territorial Enhancement Department of the Puglia Region. “We have spent everything that was allocated to us: 6 billion of European funds. Of these, one billion and 600 million were invested in tourism and culture, which represent a fifth of the regional GDP. The Regional Strategic Plan for Culture was designed in 2016 on a ten-year basis, with the aim of structuring an economy of culture, which was created by joining tourism. We exceeded 16 million visitors in 2023, among other things, the 2025 target was largely exceeded, with a demand for international and high-spending tourism”.
The director of the Tourism Department then recalled the importance of deseasonalisation, the greater qualification of the offer, the full inclusion of Puglia in international tourism flows, for which “quantitative growth has been accompanied by an undeniable qualitative growth”. Finally he recalled the emblematic acronym of Piiil Cultura: Product identity, innovation, enterprise, work.
If investments in airports have guaranteed exceptional results, concluded Patruno, there remain issues regarding the quality of services and skills and in particular mobility, from high speed to the insufficient motorway network.
The director of economic development of the Puglia region, Gianna Elisa Berlingerioillustrated the talent attraction strategies implemented in Puglia, consolidated by research, development and innovation.
Paul Pontiuspresident of the Teatro pubblico pugliese, got to the heart of the Apulian lifestyle: “Instead of talking about narration, we should talk about storytelling, because there is a tradition in Puglia of stories, of “cunti”, transmitted orally. We develop cultural activities that pervade the Apulian territory through the intellectual liveliness of the cities and towns. Ours, more than villages, are towns, inhabited by farmers who have cultivated the land and the sea and have acculturated themselves. Culture and cultivation go hand in hand. I refer to the principles of the workshop. Cultural welfare: I would translate it into the well-being of people who enjoy cultural activities, the leaven of everyone’s life. Beauty and authenticity, throughout Puglia, in places that are the guardians of authenticity. Tradition and innovation: it is the intangible heritage, what we transmit is what we immaterially create.
Rocco De Franchiresponsible for institutional communication of the Puglia Region, reiterated how, thanks to good transparent communication strategies, Puglia is a leader in the South, putting aside wrong stereotypes and affirming itself as a land of opportunities.
Among the virtuous cases, two activities of high cultural value were presented: the Festival della Valle d’Itria in Martina Franca, one of the longest-running and most established events in Southern Italy, dedicated to opera, in its 50th edition, through words of the president Michele Punzi which also presented the trailer of the docufilm “L’utopia della Valle” by Leo Muscato; the exhibition “G7: seven centuries of Italian art”, through the words of Pierangelo Argentieripresident of the Micexperience business network.
The values of Italian history and culture have many ambassadors, among which a prominent place is held by theAmerigo Vespucci, the ship considered “the most beautiful in the world”, which in recent months has been circling the globe, visiting 28 countries on the five continents. Unicef and UNESCO ambassador, she talks about Italian excellence. Not everyone knows that her designer was a genius from Puglia, from Foggia to be precise, Francesco Rotundi. In connection, the captain and the on-board chef from Puglia spoke about their experience of exporting Made in Italy products.
The works concluded with a special guest: the young musician Beatrice Rana, an Apulian excellence who has now become an international piano star. The musician talked about her Classiche Forme festival, now in its eighth edition, which takes place in Salento.
The workshop was led by Dutch journalist Norma Waltmann it’s yes Mimmo Mazzadirector of “La Gazzetta del Mezzogiorno”.
Among the many positive news mentioned during the day, the wait for the inclusion of the Appian Way among the UNESCO sites and the extension of the Via Francigena to Santa Maria di Leuca.
