About Us

Our mission is to connect curious travelers with the authentic soul of Apulia

Our Story

To Be Local was born in 2024 from an idea by Noela Malerba, a native of Apulia with a passion for sustainable tourism and territorial promotion.

After years of working for major tour operators, Noela decided to create something different: a service that would allow travelers to discover Apulia through the eyes of those who live there, away from mass tourist routes.

Since then, the team has grown with the addition of local guides, food and wine experts and artisans, all united by love for their land and the desire to share it with the world.

Today, To Be Local aims to be a reference point for those who want to live an authentic experience in Apulia, while contributing to the well-being of local communities.

Our Values

Principles that guide every decision and activity we undertake

Authenticity

We create genuine experiences that reflect true Apulian culture, avoiding stereotypes and artificial attractions.

Sustainability

We promote responsible tourism that respects the environment, local culture and contributes to the territory's economy.

Quality

We carefully select every experience and partner to guarantee the highest level of quality and safety for our customers.

Our Team

Passionate people who make the magic of To Be Local possible

Noela Malerba

Founder & CEO

Born and raised in Apulia with over 10 years of experience in tourism. Her passion for her homeland and sustainable tourism led her to found To Be Local in 2024.

Become Part of Our Story

Are you a local with a passion to share? Let's collaborate to create new authentic experiences.