Salento as an emerging high-end tourism destination

This dissertation examines the development of Salento’s appeal to the international high-end tourism segment and assesses the extent to which this appeal has evolved into a coherent and recognizable destination positioning, particularly in the post-pandemic period. The study combines secondary statistical and institutional evidence with a qualitative analysis of ten purposively selected semi-structured interviews involving hospitality operators, institutional and territorial stakeholders, and international intermediaries. The findings show that Salento possesses strong distinctive assets, including landscape, cultural and rural heritage, gastronomy, perceived authenticity, privacy, and opportunities for personalized experiences. Entrepreneurial initiatives, the redevelopment of masserie, growing international visibility, and specialized operators have strengthened its appeal. However, the destination remains unevenly developed: excellence at individual facilities is not consistently matched by reliable supply chains, accessibility, internal mobility, seasonal continuity, qualified services, and stable coordination. Visibility has therefore grown faster than strategic coherence, while sustainability and territorial protection remain essential conditions for preserving the resources underpinning differentiation. The study concludes that Salento displays significant high-end potential and selective international recognition, but has not yet achieved a stable, consistent, and widely recognized high-end positioning. Further consolidation depends on greater operational reliability, supra-local coordination, service continuity, and protection of territorial capital.