Italy’s starring role on screens during the Winter Olympics is fast translating into bookings, with new data revealing Australians are turning inspiration into Euro summer plans – and looking well beyond the usual big-ticket cities.
While Italy has long been a favourite for Aussie travellers, it’s the shift in where they’re heading that’s turning heads. According to new year-on-year data from booking platform Omio, five of Europe’s 10 fastest-rising hotspots sit in – or border – the southern region of Puglia, signalling a clear appetite for character-rich destinations over capital city classics.
Leading the charge is Monopoli, up 141 per cent year-on-year across Omio’s top 200 European city destinations. The postcard-perfect port town is followed by Polignano a Mare (127 per cent), Alberobello (122 per cent), Matera (89 per cent) and Bari (+88 per cent).
What’s interesting isn’t just that Italy is popular (it always is) – it’s how Australians are responding. There is inspiration to convert that to bookings in real time, and instead of defaulting to Rome, Florence or Venice, travellers are actively pivoting toward lesser-known, character-rich regions.
Across the globe, one in five travellers plan to journey to lesser-known destinations in 2026, with unique attractions and culture driving decision-making. Australians are leaning even further into immersive travel, with 38 per cent seeking more meaningful connections with the places they visit on their next trip – a shift steering them towards regional Italy’s whitewashed towns, vineyard-dotted valleys and slower Adriatic pace.
Cost of living prompts off-season bookings
Value is also playing a role. With rising living costs shaping travel decisions, 29 per cent of global travellers – and 28 per cent of Australians – are increasingly open to booking in the off-season to make their budgets stretch further.
“Destinations like Puglia are perfectly placed to meet that demand, offering the character travellers crave without the price tag of capital cities,” Omio president B2C and Supply Veronica Diquattro, says. “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.”
Connectivity is proving a major drawcard. Trains and buses link Bari with Monopoli, Polignano a Mare and Alberobello in under an hour, with fares from as little as AU$6 one way via Omio – making the region an easy add-on to broader Italian itineraries.
Gold Coast local Trini Balladares is among those capitalising on the trend, using Bari as a base to explore 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,” Balladares said.
“Travelling through Puglia, especially by train, feels like uncovering a side of Italy that’s still local.”
With Olympic imagery fuelling wanderlust and transport links smoothing the journey, Italy’s southern flank is fast becoming the booking scene to watch ahead of the next Euro summer rush.
