At the Puglia Guys, all of our guides are free to access, self-guided, and written to help you explore at your own pace.
But not everyone wants to go it alone. Some travellers prefer the security and structure of a guided experience. It allows for connection — with the people, places, and traditions that make Puglia so special.
And sometimes, having someone local by your side can open doors you’d never find alone.
For travellers who don’t want to drive around Puglia but also don’t want the challenge of using public transport to reach harder-to-access corners of the region, guided travel offers the perfect solution. There’s an ease in being collected from your masseria in the morning, spending the day exploring vineyards, hilltowns and olive groves, and being driven safely back to your countryside retreat or city apartment at the end of the day.
We recommend a small number of trusted local guides and experiences we’ve personally tried and believe in, professionals who share our values and offer something genuinely special.
Travel Designer vs Licensed Tour Guide
When planning a trip to Puglia, many travellers quickly discover that “guided travel” can mean very different things. In Italy, two distinct professions support visitors at different stages of their journey: the travel designer (or planner) and the licensed tour guide.
Licensed guides are the professionals you often see leading large groups — sometimes holding an umbrella, speaking through audio equipment, and explaining the history and art of a specific city or monument. Their focus is educational and often town-specific: for example, a guide based in Alberobello or Lecce.
At the planning stage, a travel designer helps you shape the entire experience, from itinerary creation to insider recommendations and logistics. Once you arrive, you may want the expertise of a licensed guide for a deep dive into a city’s history, art, and culture. And in between, there are professionals who accompany you across several destinations, offering hosted travel without providing formal, museum-style tours.
In our podcast episode on Guided Travel in Puglia, we chat with Luca Oliva of Puglia With Locals.
As a travel designer, Luca can curate your entire visit. He will listen to your interests and design a personal itinerary that fits you perfectly. You might already have accommodation booked. If not Luca can make recommendations. He will organise visits, olive oil or wine tastings, lunches, beach days, and walks through historic centres.
Luca will accompany you as your private driver, managing logistics and timing so you don’t have to. You decide the pace, whether you want to pack in as much as possible or take things slowly with plenty of downtime.
The Puglia Podcast
Listen to our conversation with Luca on the Puglia Podcast. The Puglia Podcast is also available on Spotify, Apple Podcasts and wherever else you get your podcasts from.
Podcast chatter | Pictured below, the tette delle monache (Nun’s Breast pastries), so named because of their shape, have the consistency of a sponge cake and are filled with crema pasticcera, politely rebranded as “Il Sospiro di Bisceglie”.
It was Sant’Agata, the Patron Saint of Gallipoli, whose martyrdom involved having her breasts cut off and presented to her on a plate.
The Cappellone of San Cataldo (in Taranto’s Basilica Cathedral of San Cataldo) houses six major statues by Giuseppe Sanmartino, Naples’ most celebrated sculptor of the 18th century, known for his Veiled Christ in Napoli’s Cappella Sansevero.
In this guide to Guided Travel in Puglia our recommendations are divided between Travel Designers (for curated itinerary planning and travel logistics to get around) and Tour Guides (for in-depth guided tours).
We only ever recommend people and places we’ve experienced first-hand. We never accept payment, sponsorships or incentives in exchange for coverage or recommendations.
Travel Designers
We recommend Luca Oliva of Puglia With Locals.
Meet Luca – Your Private Host in Puglia
Luca is a Puglia travel designer, licensed hiking and nature guide, and certified tour leader. Born and raised here, Luca spent ten years travelling, living in London, Germany and Australia, before returning to the place that still felt most like home.
Puglia is the region he knows like the back of his hand — and loves deeply. Now he shares that passion with travellers from all over the world. His mission: to make you feel at home while showing you the authentic Puglia, far away from the crowded tourist paths.
Luca believes every journey should be unique and tailored to your needs. Whether it’s a tour through ancient villages, a relaxing beach day, or a tasting of local wines, he’s there to make sure you create unforgettable memories — and never have to think about logistics along the way.
A Day Travelling with Luca
We spent a full day with Luca on a small private group tour with four others — and it was one of the most rewarding ways to experience so much in our time together.
He collected us directly from the masseria just outside Fasano where his clients were staying (one he had recommended to them), and the day unfolded beautifully, at a relaxed but steady pace.
We began with an olive oil tasting — learning about Puglia’s ancient olive groves and underground oil mills — before heading into Fasano’s historic centre for a stroll and a little local shopping.
Lunch was a highlight: a traditional meal at a working masseria, cooked in the home kitchen of two sisters (Luca calls them his Aunts – le zie) who were born there and have lived there ever since. Everything — the bread, pasta, cheese, vegetables — came from their land. They cooked with genuine joy, chatting and laughing with us as they prepared each course. It was the kind of intimate, authentic experience that simply wouldn’t be available without Luca’s connections.
In the afternoon we visited Martina Franca, wandering through its elegant centro storico, before ending the day with a wine tasting in Locorotondo, just as the sun began to set over the Valle d’Itria. A perfect ending.
The group included a return guest who had travelled with Luca the previous year — this time bringing her husband and family friends back to share the experience.
When you explore a town together, Luca will take you to its most beautiful corners and introduce you to local life. What he won’t do is give a formal guided tour of the monuments or museums — that’s a different profession requiring a separate licence.
Think of him instead as your local host, fixer, driver, and friend on the ground — someone who’s there to make sure everything runs smoothly, and that you experience the Puglia locals know and love.
Why We Recommend Puglia With Locals
Luca specialises in small-group and private experiences, keeping things personal and flexible. His calm, organised approach, deep local knowledge and friendly energy make him exactly the kind of guide we love to work with — someone who enhances your experience without ever taking it over. But, above all, he is friendly, personable — and professional.
He’s available for single-day excursions or full multi-day itineraries, offering 24-hour local support from planning through to your last day in Puglia.
For anyone who wants to explore the region deeply but without the stress of driving or logistics, Puglia With Locals is an ideal solution.
How It Works with Luca
Planning a trip with Luca is straightforward and personal. It begins with a short video call — a chance to meet, talk through ideas, and outline the kind of experience you’re looking for.
From there, Luca puts together a clear proposal with what’s included: private transport, food and wine experiences, and other activities tailored to your interests. Once you’re happy, a small deposit secures your dates.
In the lead-up to your visit, he fine-tunes the details with you — adjusting plans as needed so everything feels just right. When you arrive in Puglia, he’s there from start to finish: driving, coordinating, and introducing you to the local people and places that make his trips special.
It’s organised but relaxed — travel made easy, with a trusted local by your side.
Find out more at pugliawithlocals.com
Follow Luca on Instagram @pugliawithlocals
We never accept payment, sponsorships or incentives in exchange for coverage or recommendations. We won’t receive any payment if you click through, and we won’t receive any payment or commission if you decide to travel around Puglia with Luca.
Tour Guides
Free Walking Tour Bari
We have been on the Free Walking Tour Bari twice. The first time with friends, on their original old town Bari Vecchia tour (called “the First”). Our second tour was their “Bite Bari Tasting Tour Lite”.
They are one of the most established and reliable licensed walking tour providers in the city. Their tours operate on a pay-what-you-wish basis, making them accessible while still offering a professional and well-structured introduction to Bari Vecchia. Led by licensed guides, the tours principally focus on the historic centre: the Basilica di San Nicola, the Cathedral of San Sabino, medieval lanes, and the daily life of the old town, including the famous orecchiette-making streets. They do offer “Jungle” and “Bohemian” tours for an alternative point of reference.
These tours are friendly, informative and well paced. They offer exactly what a good city-specific walking tour should: context, storytelling and a clear passion for local heritage. They’re an excellent choice for first-time visitors, cruise passengers, or anyone wanting to understand Bari beyond its surface. Private tours are also available for travellers wanting a more tailored visit.
Matera City Tour
Matera City Tour specialises in guided tours of the Sassi, Matera’s extraordinary cave districts and UNESCO World Heritage site. They offer both guided walking tours and a sightseeing bus tour, making them a flexible option whether you prefer to explore on foot or would rather take in the city with less physical effort.
Their walking tours are led by licensed guides and focus on the history, architecture and lived experience of the Sassi. These itineraries typically include Sasso Barisano, Sasso Caveoso, panoramic viewpoints, rock-hewn churches and reconstructed cave dwellings, providing the context that so often eludes visitors who explore Matera independently.
The sightseeing bus tour is a convenient and comfortable way to take in the Sassi. We took the tour in 2025. At €20 for a 90-minute circuit (which includes a visit to Le Case Cisterna, a restored cave dwelling), we found it excellent value. The bus is relatively small and there are only a few departures each day, so we recommend booking ahead. While it stops at Piazza San Pietro Caveoso for a short break, it is not a hop-on hop-off service.
The tours offer a clear, engaging introduction to Matera’s history and landscape. For travellers visiting Matera for the first time, or anyone who wants a structured, well-explained overview, Matera City Tour is a sound choice.
Main photo © Puglia With Locals | Luca from his Happy Moments with Guests.
