One of the reasons of the pick-up is tourism, especially after the showcase in the first nineties that made beaches and “masserie” of Salento crowded with tourists  in summer. A niche phenomenon is that of wealthy foreigner tourists, above all from Britain, towards the peasant salentine hospitality. According to some people, in Salento  there is a valorisation process similar to that had in the Tuscan countryside  some years ago. For this reason, people talk jokingly of Salentoshire, like the Tuscan Chiantishire. The phenomenon is present especially in the province of Brindisi

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