A Hidden Gem in Puglia: The ‘White City’ of Ostuni
Ostuni, a charming town nestled in the southern region of Puglia, offers a stunning alternative to the crowded and expensive destinations like Santorini. Known as the “White City,” Ostuni is perched on a hilltop, offering breathtaking views of olive groves, vineyards, and the Adriatic Sea.
The city’s most distinctive feature is its whitewashed architecture. The buildings are refreshed each year by the local government, maintaining the city’s unique appearance. This tradition dates back to the 17th century when white lime wash was used to combat the plague. The mixture of limestone dust and water was believed to have antibacterial properties due to its calcium carbonate content, helping to ward off disease. Today, this practice continues for both sanitary and historical reasons, as well as to reflect heat and keep the area cool.
Ostuni, derived from the Greek term “Astynéon” meaning “new city,” is also known for its maze-like layout of streets, arches, and stairways. The chaotic design is the result of a city that was built without a master plan. Despite this, the city exudes an authentic Mediterranean vibe, with beachside bars, crystal-blue shores, lush landscapes, and rustic restaurants serving up regional cuisine.
For food lovers, Ostuni is a paradise. Visitors can enjoy olive oil tasting tours, cooking classes, and sample gelato and cafés in Piazza della Libertà. A bustling local market is held every Saturday, while a large flea market takes place in the off-season on Sundays.
Visitors can soak up the sun on nearby beaches, such as Pilone Beach, take day trips to neighboring towns like Alberobello, or explore the labyrinthine streets of Centro Storico. The Romanesque-Gothic architecture of the Duomo di Santa Maria Assunta in Ostuni Cathedral is a must-see, while the Masseria Brancati, an ancient fortified Masseria from AD 1500, offers a fascinating look at a pre-Roman underground olive mill.
The area has seen a significant rise in visitors over the years, thanks to its uncanny resemblance to some of Greece’s most distinguished hotspots, earning it the nickname “Santorini of Italy.”
To get to Ostuni from the UK, the best way is to fly from a London airport to Brindisi Airport (BDS), followed by a short transfer to Ostuni. A two-hour Ryanair flight from London Stansted to Brindisi Airport starts at £30, while a scenic train ride from Brindisi to Ostuni costs little over £3 and takes an hour and a half.
With temperatures in Ostuni averaging 30°C in summer and 18°C in winter, the city is perfect to explore throughout the year.
Exploring Other Hidden Gems in Italy
While Ostuni captures attention, other Italian cities are also gaining recognition for their unique charm and cultural richness. For instance, Genoa, a port metropolis on Italy’s northwest coast, has been described as one of the country’s “treasured secrets.” According to Lonely Planet, Genoa is one of the world’s best cities to visit in 2025 and one of Italy’s best hidden gems.
Genoa was the 26th most-visited city in Italy during 2017, with far fewer tourists than the likes of Venice and Rome. The city is praised for its superlative culinary scene, stunning seaside, and well-earned reputation as one of Italy’s most historically and culturally vibrant cities.
Other hidden gems include Ascoli Piceno, which boasts regal charm, rich culture, and proximity to breathtaking beaches and mountains, all at enticingly low costs. Additionally, Puglia offers a stunning autumn escape with its beautiful beaches and hidden cultural gems.
As more travelers seek out lesser-known destinations, Italy continues to reveal its many treasures, from the serene Sardinia and Calabria to the enchanting medieval wonders and mouthwatering culinary delights found in cities like Genoa.
