DESTINATION REVIEW: PUGLIA DEI SOGNI – ITALY

By Mark Nuytemans, Director of Incentive Bureau, Intensive of Incentives

Apulia, the alleged Italian California, a platform for MICE ?
Here are the facts.

INTRODUCTION

For many decades, international visitors have been familiar with Italian art cities like Rome, Venice, Florence, Naples. But how about less known regions?
The Italian California, this is what the native inhabitants of the southern Italian region of Puglia call their homeland affectionately. However, if you are hoping to encounter a Mr. Schwarzenegger type of country, then please stop reading here. Italians generally speak in slightly exaggerated romantic terms about their country, especially during an extensive meal, but what can a MICE organizer expect and hope to buy in this region covering more than two thirds the size of Belgium?

Let us have a closer look at some burning questions for tricky problems, facing your next Italian event, strip Puglia down to what it really means and what it may become for MICE purposes, and face the facts.

GETTING THERE

Puglia is served by two fine airports in Bari and Brindisi.
National flag carrier Alitalia flies passengers in from all over the globe via its gateways Rome FCO and Milan MXP on several daily flights. Smaller local airlines such as Volare or Air Dolomiti also operate to Bari, but the opportunities for Mice are fewer, the capacities and frequencies lower.

LOCAL TRANSPORTATION

Puglia offers one of the finest and complete road networks in Italy. Coaches will transport passengers comfortably to the smallest corners of the region. The infrastructure is very reliable.

POTENTIAL MICE HOTEL CAPACITY

Mice undoubtedly require fine hotels and capable experienced staff.
If Puglia wishes to become a must-see destination in the future, it will have to change drastically and work hard to put itself strategically on the Italian map. International hotel chains are completely absent, apart from one small Starwood Hotel Patria Palace in the city of Lecce, an Accor Mercure Hotel in Bari, and a few hotels owned and operated by the local Italian Pregio and Framon groups.
Clearly a land of opportunities for those who wish to invest.
With a few exceptions, hotels are generally small. Most hotels do not match today's standards expected by the international traveller. MICE organizers should prepare themselves for a lot of hard labour to help the local hoteliers through their event. Nothing speaks for itself and there is always a feeling a needing double checks on all levels.
However there is clearly goodwill and a smile can open many doors, also on the organizer's side.

EXCURSIONS, WINING AND DINING

Like the Spanish, southern Italians are addicted to their siestas. Cities - including larger Bari - are dead between 1pm and 4.30pm. It is a tradition and a rule. But the Italians have a solution to this : numerous restaurants scattered throughout Puglia will pamper their guests during extensive lunches accompanied by hundreds of brands of local Apulian finest wines.
That is also a tradition. Forget about a quick bite, because the locals will take it as an offence.
Puglia is gifted with top quality Italian cuisine, served by experienced cooks in beautiful places and extraordinary restaurants. Even the smallest trattoria can become a feast to the visitor.
On the excursion side, Apulia has a lot to offer provided that the visitor is interested in baroque cities (Lecce), Roman and Greek influences (almost everywhere), medieval castles, historic ports and seaside resorts (Gallipoli, Trani, Polignano).

SHOPPING AND NIGHTLIFE ENTERTAINMENT

Exquisite shopping is rare. Bari and Taranto qualify as the only real shopping cities in the region.
Nightlife entertainment is present in the larger cities only. Even if on the Adriatic coast, a MICE organizer should not expect to find Jesolo or Cattolica style of destinations.

ORIGINALITY OF THE REGION

Clearly Puglia is a very original destination for those organizers needing to plan an event in a lesser known Italian region. It will take more effort than an everyday automated Mice event in one of the famous Italian cities, but it is worth wile trying Puglia. A professional MICE organizer using some creativity and sense of imagination will turn Puglia into a success for his clients.

Mark Nuytemans
formula.incentives@skynet.be