BARI (ITALPRESS) – A common strategy to tell and promote Puglia, bringing its agri-food productions, the tourist system and the production excellence. The Regional Council has given the green light to the integrated initiatives of promotion and territorial marketing of agri-food, tourist and regional production excellence and has established the first interdepartmental working group with the task of coordinating programming, communication and internationalization actions. The measure arises from the desire to overcome the fragmentation of the initiatives and build a unitary strategy to strengthen the position of Puglia, in Italy and abroad, through a promotion able to valorize together territory, productions, enterprises and tourist offer.
The new model aims, in particular, to make the use of public resources more effective, to create synergies between the different areas of intervention and to present on the markets a recognizable and consistent image of the Puglia system. To implement the strategy is previewed a total endowment of 4 million and 324 thousand euros, so distributed: 2 million and 144 thousand euros to the Department of Agriculture and Rural Development, 1 million and 510 thousand euros to the Department of Economic Development and 670 thousand euros to the Department of Culture, Education, Tourism and Civil Rights, with ARET Pugliapromotion as an actuator subject.
The programme includes a set of coordinated actions: from participation in fairs, events and events in Italy and abroad in the organization of B2B meetings, tastings, show cooking, workshops and incoming activities; from the promotion of agri-food productions and tourist products to the realization of communication campaigns on the main national and international media, to the missions of operators and delegations on foreign markets and to the organization of visits in Puglia of international buyers. Particular attention is paid to Apulian agri-food companies operating according to quality regimes, such as DOP, IGP, organic and PAT, in order to favor its presence on the main occasions of promotion and create new opportunities for relationship with buyers, operators and opinion leaders. The promotion of productions will also be linked to the valorization of the territory through itineraries dedicated to wine, oil and didactic masseria, incoming initiatives aimed at journalists and stakeholders, events and communication activities on the Mediterranean Diet and on the culture of agri-food quality. The goal is to strengthen the link between product and territory and make Puglian excellence also an instrument of knowledge and attractiveness of the destination Puglia.
“Today Puglia is a destination of more and more tourists and travelers, but not yet everyone knows why to choose Puglia, whether it is a holiday, a product to buy on a shelf of a store in northern Europe or an investment to plan – explains President Decaro -. Hence the intention to specialize the brand Puglia, strengthening reputation and knowledge in international markets. We do this through the definition of precise strategies concerning production and investment sectors and on the basis of these, we will define the excellence through which to place us in the markets, without ever proposing a single product or a place but a multisector identity. Hence the idea of investing in specialized trade fairs, sectoral events and dedicated meeting opportunities so as to maximize and qualify the investment result as well as focus resources on defined and measurable goals to share with the institutional partnership and category associations that will have to participate in the choices of the coming years.”.
“With this strategy we want to give even more strength to our agri-food productions and to the enterprises that build the value of Puglia every day – declares the Councillor for Agriculture and Rural Development, Francesco Paolicelli -. The quality of our products, certifications, tradition and ability to innovate represent a heritage that can generate new economic opportunities not only for agriculture, but for the entire territory. Promoting a product means promoting the places where it is born, the people who produce it and the identity it carries with it. For this reason we want to strengthen the relationship between agribusiness, tourism, food and wine, hospitality and incoming, creating opportunities for those who come to Puglia to know and choose our productions and so that our companies can meet new markets and new interlocutors”.
“The competitiveness of Puglia also passes by the ability to present itself on the markets as a system, not as a sum of individual excellence – says the Councillor for Economic Development and Eugenio Di Sciascio Labor –. Networking territorial promotion, enterprises, internationalization and attraction of investments means creating conditions more favorable to the growth of our production system. We want to accompany Apulian companies towards new commercial opportunities and new markets, strengthening their ability to compete beyond national borders and, at the same time, to tell Puglia as a territory capable of attracting investments, skills and new productive activities. It is a work that requires coordination, continuity and a shared vision and the interdepartmental Group is born to make this action more organic.”.
A qualifying element of the measure is in fact the establishment of the Interdepartmental Working Group dedicated to territorial promotion, integrated communication and internationalization. Representatives of the Cabinet of the President and Departments Agriculture and Rural Development, Economic Development, Culture, Education, Tourism and Civil Rights, as well as ARET Pugliapromotion. The Group will have the task of defining a unitary vision for the promotion of the Apulia system, collecting the communication activities of the different departments, contributing to the definition of internationalization policies and monitoring the results of the actions carried out. Other departments, strategic subjects of the territory, universities, research bodies and productive districts may also be involved in relation to the specific issues addressed. The strategy foresees that Pugliapromotion takes care of the design and coordination of the unitary visual identity of promotional activities, ensuring graphic, communicative and narrative consistency to the different initiatives. The goal is to ensure that agri-food, tourism and productive system contribute, each through its own peculiarities, to strengthen a unique and recognizable Puglia brand.
Approved interventions constitute a first programming framework and may be modified or supplemented on the basis of the work of the new interdepartmental organism. The Group will also represent the core of the largest permanent working group for the coordination and management of the regional investment policy in Puglia, established with the DGR no. 689 of 26 May 2026. The strategy is thus part of the path already initiated by the Region through programmes and initiatives aimed at the international promotion of Apulia productions, the attraction of investments and the valorization of the tourist destination, strengthening the coordination between the different policies and concentrating in a common vision the ability of Puglia to present itself, tell and compete on the consolidated and emerging markets with high potential.
– Photo Ipa Agency –
(ITALPRESS).
