Italy’s southern region of Puglia is stepping up its international strategy, with a clear focus on the United States as a key growth market – especially for tourism. Through the “Puglia Going Global” program, regional authorities and Unioncamere are organizing a business mission to Chicago from June 3–7, 2026, aiming to connect local companies with American buyers, investors, and travel operators.
The initiative is designed to strengthen Puglia’s visibility in North America, where demand for Italian travel experiences continues to grow. Tourism is central: participating companies include hospitality providers, cultural experience operators, and businesses promoting destination weddings and “silver tourism,” a segment targeting older, high-spending travelers in the U.S.
Only about 10 companies will be selected, highlighting a targeted strategy focused on quality rather than scale. Each firm will invest at least €200 to join, plus travel costs, reinforcing the idea that this is a high-value market entry effort rather than a mass promotion.
Chicago is not a random choice. The city is home to one of the largest Italian American communities in the U.S., offering direct access to a culturally connected audience already interested in Italian heritage, food, and travel. Events will include institutional receptions, B2B meetings, and presentations aimed at positioning Puglia as a premium destination.
Tourism remains a major pillar of Puglia’s economy, with services accounting for over 70% of regional employment. Expanding in the U.S. could significantly increase inbound travel, particularly from high-spending American tourists.
This mission reflects a broader shift – Italy’s regions are no longer waiting for tourists to arrive, but actively entering the U.S. market to attract them.
