Puglia’s wedding industry made a strong impression in New York with the second edition of Puglia Wedding Destination, a B2B event held in Manhattan that confirmed the region’s growing appeal in the North American market.
The initiative brought the atmosphere, aesthetics, and business potential of southern Italy directly to the heart of the US wedding industry, positioning Puglia as one of Europe’s most attractive destinations for international ceremonies.
The event gathered 22 companies from across the region, represented by 45 professionals specializing in venues, catering, event design, hospitality, and experiential services. Over the course of structured meetings, they connected with 30 selected American and international buyers, including wedding planners and tour operators focused on luxury and destination weddings. The goal was clear – to transform interest in Italy into concrete partnerships and long-term commercial relationships centered on Puglia.
Participants highlighted the region’s distinctive offerings, from historic masserie converted into boutique venues to coastal locations, baroque towns, and rural landscapes that allow couples to design highly personalized celebrations. Puglia’s wedding model emphasizes authenticity and flexibility, combining traditional cuisine, local wines, artisanal production, and open-air settings with high-end services and modern event planning standards. Many operators stressed the importance of tailoring experiences rather than offering standardized packages, a factor increasingly valued by US clients.
The New York showcase also reflected broader tourism trends. The United States has become one of Puglia’s fastest-growing markets, ranking among the top three sources of international visitors. In the past 10 years, arrivals from the US have increased more than fivefold, driven by improved air connections, rising awareness of southern Italy, and demand for immersive travel experiences tied to major life events such as weddings.
Direct flights between New York and Bari have further strengthened this connection, carrying thousands of passengers annually and reducing travel barriers for couples and guests. For many local businesses, the Manhattan event represented both an opportunity for expansion and confirmation of a strategic shift toward international markets.
By presenting itself as a complete wedding destination rather than a single-venue option, Puglia reinforced its identity as a region capable of hosting complex, multi-day celebrations. The success of the second edition of Puglia Wedding Destination suggests that the region is steadily transforming weddings into a key driver of tourism, cultural promotion, and economic growth abroad.
