When people think of Puglia’s Itria Valley, their minds often go straight to the iconic whitewashed towns of Alberobello, Locorotondo, or the "White City" of Ostuni. And while these places are beautiful and worth a visit, the true magic of the Itria Valley often lies just a little further off the beaten path.

If you're a traveler who loves slow mornings in quiet villages, chatting with locals at a café, and stumbling upon secret corners that aren't in every guidebook — then keep reading. This guide is for you.

Let’s dive into some of my favorite underrated towns in the Itria Valley, where you can taste, see, and feel the most authentic soul of southern Italy.

​

Ceglie Messapica – The Gourmet Village

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

This is one of those towns that doesn’t try to impress — and that’s exactly what makes it special. Known among locals as a culinary capital of Puglia, Ceglie Messapica is a haven for food lovers. It’s home to historic bakeries, humble trattorias, and a few surprise Michelin mentions.

The old town is a charming web of winding streets, white walls, and colorful doorways. Here, life moves slowly. Stop for a traditional almond pastry — the biscotto cegliese — and stay for dinner at a masseria hidden among ancient olive trees. Trust me: Ceglie knows how to feed the soul.

A highly recommended activity is joining a pasta cooking class with locals and sharing the meal with them — to learn more: Pasta Masterclass near Ceglie Messapica

 

Martina Franca – Baroque Beauty in the Hills

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Martina Franca is bigger than a typical village but still feels like a well-kept secret. It’s often overlooked in favor of its more famous neighbors, yet its historic center is one of the most elegant in the region, with dramatic baroque façades, wrought-iron balconies, and a relaxed urban charm.

Every summer, Martina becomes a stage during the Festival della Valle d’Itria, a celebration of opera and classical music that fills its palaces and courtyards with sound. Whether you love art, architecture, or just good people-watching over an espresso, Martina Franca deserves a spot on your itinerary.

 

Cisternino – Whitewashed Simplicity and Sunset Grills

​

​

​

​

​

​

​

 

 

 

Cisternino is the kind of place that doesn’t shout — it whispers. With its narrow alleys, arched passageways, and peaceful piazzas, it’s a postcard-perfect example of southern simplicity.

What sets it apart? The food culture. In the evening, the town comes alive with the smoky aroma of grilled meat from local butchers who double as chefs. Sit down at a table outside one of these “fornelli pronti”, order some bombette (little meat rolls), and enjoy a glass of Primitivo while the sun sets behind the olive trees.

 

Carovigno – Castles, Quiet Streets and Wild Coastline

​

​

​

​

​

​

​

​

​

​

​

Just a short drive from the Adriatic coast, Carovigno is a peaceful hilltop town with medieval charm and little tourism. Its impressive Dentice di Frasso Castle offers panoramic views, and the historic center is perfect for slow, aimless walks.

Carovigno also makes a great base if you want to visit the Torre Guaceto Nature Reserve, one of the last stretches of wild coastline in Puglia — protected, uncrowded, and deeply beautiful. Here, nature and history go hand in hand.

 

 

Why Choose the Lesser-Known Towns?

Because that’s where the real Puglia lives.
In the warmth of a stranger’s smile, in the clink of glasses at a family-run trattoria, in the quiet of sun-drenched piazzas where time seems to stand still.

The more famous towns are stunning, but if you want to truly connect with this land, go slower, go deeper, go local.

 

📌 Travel Tip:

These towns are perfect for a loop itinerary, and they’re all within short driving distance of each other. Stay in a countryside masseria or a traditional trullo house and use it as your base to explore the surrounding gems.

​