Intangible Cultural Heritage for the promotion of local space development. The case of a mediterranean Italian Region, Puglia

The goal of our contribution is to analyze a specific region in southern Italy, Puglia, which has for some years been at the center of an intense process of enhancement and recently appears to have found a successful recipe for combining a balance of cultural heritage, tourism and sustainability. The main economic activity has traditionally been agriculture and farming, which exploits the countryside using traditional and non-invasive methods. For many years Puglia was considered somewhat under-developed, but today is taking advantage of its cultural heritage and landscape for promotion purposes. Since the late 1990s, a growing slice proportion of élite tourism has opted for Puglia for exploring places with ancient traditions, where cultural and food heritage are closely linked, as well as for seaside holidays. Conversion of old farm buildings, such as masserie and trulli, have turned many sites into luxury resorts for international guests. Today Puglia appeals to international tourists thanks to its "heritage sites" rich in history and culture. Away from more traditional destinations, the landscape is still intact, the villages retain authenticity. Mediterranean food is a specific quality promoting social interaction, and festivals and events have become famous all over the world. At the same time, accommodation units satisfy the different requirements of tourism. The paper presents a case history, Masseria San Domenico, which illustrates how it is possible to convert an agricultural area with a unique local cultural heritage into an international tourist destination.