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Martina Franca – somewhat by accident – was our base for the time we spent in the Valle d’Itria, and I feel like it was a completely perfect choice. Martina Franca is a bit bigger and has a little more going on than a lot of other Puglian towns, which made it a nice place to stay for the week.
While we were there we got to try a few different bars and restaurants, plus we explored all the shops and winding alleys of the town. It’s inland, but still close enough to beaches that you can easily head to the coast.
Martina Franca is a little off the beaten track, very local, and a totally perfect addition to your Puglia itinerary. Keep reading to discover all the best that Martina Franca in Italy has to offer.
Delve into Italy
Don’t forget to check out the rest of my Italy posts and guides if you’re still planning your perfect trip!
Things to do in Martina Franca
1. Get Lost in the Centro Storico’s Winding Alleys
One of the best ways to experience Martina Franca—much like the rest of Puglia—is by getting lost in its centro storico. Narrow, winding streets lined with whitewashed buildings and picturesque balconies will lead you through the center where you’ll come across little hidden gems and local businesses, and see people living their everyday lives.
Much of the historic center feels untouched, as though you’ve stumbled into a hidden corner of old Italy. Grab a coffee and soak up the ambiance, or snap photos of the picturesque corners that pop up around every turn.
At the heart of the centro storico you’ll find Piazza Plebiscito, a bustling square that will admittedly get quite busy in the later afternoon (or when mass is getting out), but is definitely worth a wander and perfect for people watching.
The square is surrounded by stunning Baroque buildings, but what really steals the show is the Basilica di San Martino. This imposing church sits at the top of the square with its intricate facade and stunning architecture. If you want to head inside for a peak it’s really beautiful as well.
Just a short stroll from Piazza Plebiscito is Piazza Maria Immacolata, an inviting spot to relax and enjoy the vibe of the town. This piazza also gets a bit crowded, but if you find the right spot to sit it’s a perfect spot for a mid-morning coffee or an evening aperitivo.
Build Your Baroque Knowledge with a Walking Tour!
Whenever I can find a subject-specific walking tour, I jump at the opportunity. Just a little bit of context for the amazing architecture and living history you’re experiencing can make your travels so much more memorable.
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2. Window Shop (or Stock Up on Souvenirs!)
While you wander the centro storico, keep your eyes peeled for Martina Franca’s excellent boutiques. Whether you’re after traditional crafts or stylish fashion, the town has plenty of shops to peruse, and you know we perused!
You’ll find everything from high-end Italian brands to unique, locally-made treasures. Don’t leave without picking up something special to remember your visit.
Most of Martina Franca’s shops are located along Via Vittorio Emanuele which runs right through the center of town. Many of the ones we stopped into were worth the visit, but two in particular were standouts for us (one of which is very hidden down a side street):
- Genius Loci: An artisanal shop offering a beautifully curated selection of locally crafted home goods (the owner was very proud to tell us everything she had was 100% Puglian). A great blend of traditional Puglian artistry with contemporary design, perfect for super unique, super chic souvenirs.
- 88 Follie di Valentina Tursi: A very well-curated vintage boutique showcasing trendy, high-quality women’s fashion, with an emphasis on bold, statement pieces and Italian craftsmanship.
3. Discover Martina Franca’s Markets & Festivals
Martina Franca truly comes alive during its markets and festivals. The weekly market is a great place to immerse yourself in the local scene—browse fresh produce, cheese, and meats, or shop for clothes and household goods.
If you’re lucky enough to visit during one of the town’s festivals, such as the annual Festival della Valle d’Itria, you’ll get to experience its musical heritage, with operatic and classical performances set in stunning surroundings.
We happened to be there for this, which was actually a total accident, and it was so much fun. Every night we returned to music performances and people dancing in the streets. It was honestly one of my favorite memories from our trip.
4. Savor the Famous Capocollo of Martina Franca
Foodies, rejoice!
One of the town’s specialties is Capocollo di Martina Franca, a delicious cured meat made using traditional methods that have been passed down through generations.
Martina Franca is famous for this meat, so it’s a must-try for anyone visiting the area.
You can sample it in a local restaurant or pick some up from a deli to enjoy on a picnic.
The best places to try it from are Caseificio Gentile, Il Macellaio di Cito Michele and Capocollo di Martina Franca e Salumi MARTELLOTTA.
5. Step Back in Time at Palazzo Ducale
For any history buffs (or anyone who loves a pretty old building), Palazzo Ducale is a must-visit. This grand palace, located near the main piazzas, is an excellent example of Baroque architecture.
The interiors feature incredible frescoes and opulent rooms which give you a glimpse into the town’s opulent past. You can also check out the art exhibitions that are often hosted here for a super unique experience.
6. Take a Day Trip to Nearby Hidden Gems
Martina Franca’s central location makes it an excellent base for exploring the surrounding area. You’re close to some of Puglia’s most famous towns like Alberobello and its iconic trulli, or the coastal gem Ostuni, known as the White City.
A little more off-the-beaten-path and still totally worthwhile you’ll also find Cisternino and Locorotondo. These are especially great for a quick visit, as they’re just down the road from Martina Franca. If you have a day to spare, a trip to one of these nearby destinations is well worth it.
Don’t want to travel far for a cool experience?
These nearby activities will get you out of town while still giving you a slice of authentic Puglian life!
10 Beautiful Places to Visit in Puglia’s Valle d’Itria (+ 1 Surprising Tourist Trap You’ll Want to Skip)
10 Beautiful Places to Visit in Puglia’s Valle d’Itria (+ 1 Surprising Tourist Trap You’ll Want to Skip)
Where to Eat in Martina Franca
Martina Franca offers a range of fantastic dining options that will satisfy any craving, from cozy cafés to upscale restaurants. Whether you’re indulging in a pistachio cornetto, enjoying an evening aperitivo, or savoring traditional Italian dishes, there’s something here for every food lover.
Here are some of the best spots we recommend after our week staying in Martina Franca!
- Gran Caffè: A must-visit at breakfast for its unbeatable pistachio cornetti, a perfect treat to start your day (although they’re open until late)! Plus, the vintage vibe takes you right back to the mid-20th century.
- Gotha: Enjoy upscale dining in Gotha’s lovely garden, where you’ll get fantastic dishes at a surprisingly good price. This was one of our favorite meals in Puglia!
- Terra Terra: Though we couldn’t dine here in the end, we were sad to miss this homestyle Italian restaurant, which looked like the perfect spot for comforting, authentic meals.
- Al Saggitario: Recommended by our accommodation host, Al Saggitario is on our list for next time, as it promises to be a local favorite.
- Caffè Fadi: For evening aperitivo with an interesting vibe, Caffè Fadi is a great spot to relax and soak up the local atmosphere.
- Gaonas: Gaonas serves up a memorable dining experience with its refined Italian cuisine in a cozy and welcoming setting.
- Convivium Wine Bar: Convivium Wine Bar is the ideal place to unwind with a glass of local wine, offering a chic ambiance and a wide selection of vintages – plus charcuterie and other light bites as well!
Where to Stay in Martina Franca
Easy Parking | Central Location | Historic Vibes
We stayed here ourselves and loved the central location, easy access to parking, and excellent air conditioning—perfect after long, hot days of exploring. The room was spotless, and everything in town was just a short walk away. With friendly service and a great location, it’s ideal for discovering Martina Franca!
Photo: Booking.com
Grandma Chic | Private Balcony | Quiet Yet Central
This beautifully decorated house in the historic center receives rave reviews for its cleanliness, comfort, and peaceful atmosphere. Guests love the private balcony, perfect for enjoying a quiet moment, and the house’s well-equipped kitchen. While the stairs may be a workout, the charm and location make it a wonderful base for exploring Martina Franca!
Photo: Booking.com
When is the best time to visit Martina Franca?
The best time to visit Martina Franca is during the spring (April to June) or early autumn (September to October), when the weather is warm and pleasant without the intense summer heat. These seasons are ideal for exploring the town’s Centro Storico, enjoying outdoor dining, and experiencing local festivals like the Festival della Valle d’Itria in July.
If you want to avoid crowds, spring and fall offer a quieter atmosphere, while still allowing you to make the most of day trips to nearby towns and the beautiful Puglian countryside.
FAQs About Visiting Martina Franca
Is Martina Franca worth visiting?
Yes, Martina Franca is absolutely worth visiting. It’s a hidden gem in Puglia, offering a perfect blend of history, culture, and local charm. While not as crowded as some other Puglian towns, Martina Franca has a bustling local vibe, especially during its famous festivals.
Whether you’re wandering its streets, sampling local food, or using it as a base for day trips to places like Alberobello or Ostuni, Martina Franca is a fantastic addition to any Puglia itinerary.
What food is Martina Franca known for?
Martina Franca is most famous for its Capocollo di Martina Franca, a cured pork delicacy that locals have perfected over centuries.
The capocollo is traditionally prepared with a blend of spices and herbs, then slow-aged to create a flavorful, tender cut of meat. You’ll find it served in restaurants throughout the town, whether on a charcuterie board or as part of a sandwich.
Alongside capocollo, you’ll also be able to enjoy other Puglian cuisine favorites like orecchiette pasta, fresh burrata, and locally produced olive oil. Don’t leave without trying a bit of everything!
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Ready to explore Martina Franca?
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