How to manage your expectations — and have a more meaningful, local-friendly stay in Southern Italy
Puglia is having its moment. Long loved by Italians and Europeans for its beaches, food, and timeless rhythms, this region of Southern Italy is now being discovered by a growing wave of American travellers. Attracted by its “authenticity,” slow pace and Mediterranean beauty, many arrive expecting a rustic dream. But for some, the reality can feel frustrating, even disappointing.
Puglia — once overlooked by American travellers in favour of the “holy trinity” of Rome, Florence and Venice, or more recently, Naples and Sicily — has been rebranded in the US press as a hidden gem. Italians have known Puglia for generations: its pristine beaches, slow food, and family-centred rhythms are not secrets. The Dutch, Germans, French and Scandinavians have been visiting for years — without needing to rename, repackage or reinterpret the place.
Why? Because travel in Puglia — and Southern Italy more broadly — asks something that not every tourist is prepared for: cultural adaptation. This region doesn’t work like home, and that’s the point.
So, if you’re visiting Puglia for the first time, here are 10 thoughtful tips to help you manage your expectations, avoid unintentional offence, and have a more enriching and rewarding experience.
1. Embrace the pace: slowness is the culture
Puglia isn’t rushed. Restaurants take their time. Shops close in the afternoon. Bureaucracy moves slowly. And locals value conversation over efficiency. If you’re used to instant service and rigid schedules, this can feel maddening — but it’s also part of the charm. Slow down, adapt, and enjoy being present.
When we eat out, this is a pleasure and it can be a real luxury for many. It is never rushed. Servers won’t rush to turn your table. And so, if you ask for the check and have to wait, this isn’t bad service. Rather staff will assume you do not want to rush, that you are enjoying the experience, and they are extending their welcome to you, their guests.
2. Don’t expect American-style amenities
A 300-year-old masseria won’t have an elevator. Showers might be small. Air conditioning might be in only one room — if at all. Expect charm, character, and imperfection. This isn’t a flaw; it’s part of how people live here. If you need something specific, ask — but don’t expect every place to operate like a boutique hotel in New York.
3. Learn a few words of Italian
Many locals don’t speak English fluently, and few speak “American.” Learn simple phrases like buongiorno, grazie, and per favore. Even if your accent is off, the effort is appreciated. Assuming people should speak English because you’re visiting can come off as inconsiderate — especially in smaller towns. And understand that if you insist on speaking English, you simply might not be… understood.
4. Respect the food culture — and don’t try to customise it
Italian menus are not suggestions. There is pride, heritage, and seasonality behind every dish. Asking to remove ingredients or add others (no cheese, dressing on the side, gluten-free unless coeliac) can genuinely confuse or offend. Respect what’s offered — or choose somewhere else to eat.
5. Be mindful of dietary requests
If you follow a specific diet, research ahead. Vegan and gluten-free options are growing, but keto, paleo, or low-FODMAP are not concepts many locals know. Bring snacks, explain simply, and don’t expect full menus to be adapted on the spot. This is a land of olive oil, bread, cheese, and pasta — and that’s what makes it wonderful.
6. Understand that not everything is “for tourists” — and that’s a good thing
Some places don’t open every day. Some don’t serve cappuccino after noon. Some only take cash. It’s not because they’re unprofessional — it’s because they’re local. Instead of seeing this as bad service, see it as genuine culture that hasn’t been smoothed out for mass tourism.
7. Lower your voice — and listen more
Yes, Americans are sometimes loud. In Southern Italy, volume and tone matter. Loud voices in a quiet piazza or at dinner can be jarring. Pay attention to the energy of a place, and match it. You’ll blend in better and make more genuine connections.
8. Don’t treat Puglia as a checklist
It’s tempting to pack in 10 towns in 5 days. But this isn’t a region to “do.” It’s a region to feel. Stay longer in one place. Walk. Sit in a piazza. Go to a sagra. Chat with your host. The magic is in the small things — not in ticking off locations.
9. Respect that this isn’t a theme park — it’s home
People live here. They go to work, raise families, and deal with the same complexities as anywhere. Taking photos of strangers without asking, commenting on “how poor” or “undeveloped” it feels, or acting like you’re on safari is deeply offensive. Be a guest, not a consumer.
10. Be open to being uncomfortable — it means you’re learning
Culture shock isn’t failure; it’s the start of understanding. When things feel unfamiliar or difficult, resist the urge to complain. Ask questions. Stay curious. Let go of control. You’re not in America — and that’s the point.
BONUS
11. Remember: You’re the culture shock
It’s important to understand that many people in southern Italy — especially in smaller towns and rural areas — don’t know American culture. They don’t follow U.S. politics, they may never have travelled abroad, and they certainly don’t see the world through the same media lens. Yes, younger generations stream Netflix and scroll Instagram, but others still live without reliable internet or even television. This isn’t ignorance — it’s a different reality. Puglia remains one of Italy’s more economically challenged regions, with deep rural roots and a slower path to development.
So when you arrive, dressed differently, speaking loudly in English, asking for iced coffee, oat milk, or the Wi-Fi password — you might feel disoriented. But imagine how it feels for those on the other side of the interaction. You may be the first American someone has ever met — and that first impression matters.
Final thoughts
Puglia is not a backdrop for your Instagram feed. It’s not a curated version of Italy built to meet your needs. It’s a living, breathing region — rich in tradition, shaped by hardship, defined by joy, and proudly itself.
You’ll get the most from your visit — and give the most in return — if you come not with expectations, but with openness. Not to change it, but to be changed by it.
