Puglia remains one of Europe's most attractive regions, thanks to its unique blend of culture, landscapes and lifestyle, and it also offers tax-free shopping at Puglia Village.
2025: a 62% increase in tax-free volumes
Puglia Village - Land of Fashion has consolidated its role as an experiential destination, combining shopping, tourism and the discovery of the local area through a programme of activities designed to attract international travellers. Puglia Village has entered into an agreement with Global Blue to anticipate and speed up tax-free refunds inside the village with a new digital kiosk for tax-free refunds, allowing non-EU visitors to anticipate and speed up the tax-free process and thereby significantly improving the shopping experience for tourists. During the 2025 fiscal year, the Village recorded a 62% increase in tax-free volumes and a 73% increase in transactions. Visitors from the United States, Switzerland, Argentina, Albania and Turkey are leading the way in tourist spending.
Partnerships with ITA, Air France/KLM, Meliá and Trenitalia
The year began with the strengthening of strategic partnerships and continued with a widespread presence at major international travel industry events, including TTG, Madrid, Milan, Bari, Istanbul, Belgrade, Berlin, Zagreb, Dubai and Paris. The agreement with Trenitalia included the shopping experience in the CartaFreccia loyalty programme, while the partnership with Swiss Post ensured widespread distribution of tourist materials in the Canton of Ticino. Collaborations with Air France/KLM and ITA Airways loyalty programmes were also renewed, as were those with MeliáRewards and ACI through the “Show Your Card!” circuit.
Fam trips and campaigns in new markets
Fam trips proved to be strategic tools: from the Dach market – in collaboration with Michelangelo International Travel – and Albanian operators were invited to experience first-hand the shopping in the Village and the heritage of the area in which it is located. “‘2025 was a turning point for Puglia Village's incoming tourism, we reaped the rewards of the actions taken in previous years and implemented new initiatives, including multilingual communication tools and campaigns dedicated to new markets,” says Annalisa Evangelista, centre manager Puglia Village.
