Puglia is Italy’s breakout region for Aussie travellers in 2026

Red Bull

With the Winter Olympics in full swing, Italy is dominating screens and social feeds - and travellers are already turning that inspiration into extended Euro plans. New Omio booking data shows that Aussie travellers are looking beyond Europe’s big capitals - and Italy’s Puglia region is by far leading the charge.

New global Omio booking data reveals that five of Europe’s ten fastest-rising hotspots are in (or bordering) Puglia:

• Monopoli +141%* - A postcard-perfect port town known for its old town beaches, seafood trattorias and relaxed Adriatic pace
• Polignano a Mare +127%* - Cliffside swimming spots, coastal walks, one of Italy’s most photographed beaches - and host of the Red Bull Cliff Diving World Series
• Alberobello +122%* - Home to UNESCO-listed trulli houses and easy access to the Valle d’Itria’s vineyards and hill towns (ranked in Italy’s top 3 Christmas markets)
• Matera +89%* – Famous for its rich history, via ancient cave dwellings (sassi) and boutique stays
• Bari +88%* – The region’s transport hub, with a lively old town, street pasta culture and easy onward connections

*Based on year-over-year booking growth across Omio's top 200 city destinations

Why the surge?

Across the globe, 1 in 5 travellers want to journey to lesser-known destinations in 2026, with unique attractions or culture being a key driver.

Australian travellers in particular are turning towards more immersive travel experiences, with 38% seeking more meaningful connections with the places they visit on their next trip - a shift that’s steering travellers toward character-rich regions over Europe’s big capitals.

Travellers are also increasingly open to booking in the off-season (29% globally vs 28% in Australia) to ensure they can still get away despite rising living costs.

Alberobello Christmas Market

Veronica Diquattro, President B2C and Supply at Omio, says “Destinations like Puglia are perfectly placed to meet that demand, offering the character travellers crave without the price tag of capital cities. Puglia in particular has mild winters, making it a great option outside peak season, with lower costs and fewer crowds. Plus, with improving transport connectivity, these under-the-radar destinations are now easier than ever to explore.”

Trains and buses link Bari with Monopoli, Polignano a Mare and Alberobello in under an hour, and from as little as AU$6 one way with Omio.

Savvy travellers, like Gold Coast local Trini Balladares, use Bari as a base to explore the rest of the region. “We stayed in Bari and spent the week doing day trips to Polignano a Mare, Monopoli and Alberobello. Booking trains with Omio made it so easy to get around, with all our tickets in one place and without the stress of driving in a foreign country.”

“Travelling through Puglia, especially by train, feels like uncovering a side of Italy that’s still local. Every town is unique, and booking with Omio makes it easy and affordable to visit them all”.

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