Antonello Losito, President & Founder, Southern Visions Travel
In a world where big wins are measured by headlines and social media popularity, some leaders choose a different kind of success—not measured in noise but in impactful transformation. Antonello Losito, the founder of Southern Visions has been one of those soul leaders, reinventing tourism in Puglia with authenticity, love, and great care of his origins. He has spent almost 20 years designing immersive travel experiences that breathe life into the culture, traditions, and foremost the culinary heritage of his hometown. He launched Southern Visions, an organization offering safe curated travel with a focus on luxurious, real-life experiences of the land & its people inspired by his gratitude and love for Puglia. Through Southern Visions, he empowers local artisans, chefs, and small businesses. His motive is not just about reinventing tourism but about preserving and elevating Puglia’s cultural identity, and he shows that true success means making lasting, meaningful change.
Luxury Through Authentic Experience
Born and raised in Puglia, Antonello is bringing Puglia to life for the world to experience—the food, the landscapes, and the people that make it truly extraordinary. “Travel is far more than the seeing of sights; it is a change that goes on, deep and permanent, in our ideas of living,” he says. Antonello’s story began with a simple idea: to craft unforgettable travel experiences that bring people closer to the true heart of Puglia. After years in the travel industry, designing world-class holidays for leading operators, Antonello decided to take the plunge in 2007 by launching Southern Visions.
His vision is to connect Puglia with the world and to provide travelers with an experience that transcends your average getaway. The best way to get to know a region is through its food, so he launched a series of gastronomic adventures that showcase Puglia’s tradition. At the heart of all of these is Casa Badra, a small boutique farmhouse transformed into a charming private Villa and food laboratory where chefs and local ‘mamas’ come to share their secret recipes. From making pasta with the old women of Bari to witnessing how to make traditional burrata, Antonello ensures that guests don’t just taste Puglian cuisine but they live it.
From Professional Cyclist to a Cultural Ambassador
It’s his love for Puglia that’s deeply personal. He grew up among the olive groves, the crashing waves, and the long family dinners. “Food was never just fuel; it was a language, a ritual, a way to share love and history,” he says. As opportunities took many of his friends elsewhere, Antonello found a way to stay—not by standing still, but by rethinking travel as a way to preserve and share the heritage of his homeland. His cycling background proves his approach to travel. “Cycling taught me endurance, precision, and a deep connection to the landscapes I traveled through,” he says. Southern Visions started as a bike-centric company, but it quickly evolved into a network of artisans, chefs, and local visionaries who deliver deeply personal experiences. “I didn’t just want to create trips—I wanted to craft moments of profound depth,” he says.
To Antonello, true luxury does not equate to excess but rather access. “True luxury is not about excess; it’s about access—access to stories, people, and moments that are impossible to fabricate,” he says. Southern Visions creates experiences that blur the lines between visitor and local, whether it’s private access to palazzos and cooking lessons with Puglia’s culinary masters or early-morning fishing excursions with local fishermen. The company even recently launched a major film project to document its portfolio, so guests can preview their experiences before they arrive. “Travel should not be passive—it should be transformative, and based on meaningful human connections,” he says.
Storytelling Through Food
For Antonello, food is a storyteller: “Food is the purest expression of a culture—history, geography, and soul in a single dish.” The greatest experiences, he says, happen around a table, whether it’s kneading orecchiette with a nonna, sipping wine in a centuries-old masseria, or foraging wild herbs with a local botanist. According to Antonello, when you share a meal, you share a story. His efforts in preserving Puglia’s culinary traditions are about more than tourism, it’s about ensuring that these time-honored practices endure for generations to come.
When it comes to hiring, it’s not just about skills—it’s about spirit. “Excellence isn’t just about talent—it’s about passion and a genuine sense of hospitality,” he says. Many of his team members are locals with an emotional connection to Puglia, but they also bring a global perspective, allowing them to marry tradition with innovation. “We’re not just tour operators—we’re storytellers and custodians of culture,” he adds.
Antonello’s Entrepreneurial Lessons
Looking forward, Southern Visions will continue to evolve. Antonello and his team are about to launch an exciting new project that will allow people to experience their trip through immersive trailers. “Tangible experiences make all the difference – when people can see and feel what we offer, they make more conscious travel choices,” he says. This is not just about marketing; it’s about making travel more intentional and meaningful. For Antonello, Southern Visions has been more than a company – it’s been a way to stay rooted in the land he loves. “For generations, people left Southern Italy in search of opportunities, but I built a life here without having to say goodbye,” he says. Through his work, he experiences the joy of travel every day, not by leaving, but by seeing Puglia through the eyes of those discovering it for the first time.
“It’s taken a lot of belief and courage to stick to my idea and create a niche in luxury travel, ” says Antonello. Building a business in an area that wasn’t yet well-known for tourism took time, flexibility, and a lot of faith for Antonello and he sustained it because he loved Puglia so much and knew that what he was doing was unique and something money couldn’t buy. He has learned over the years that the secret of success is staying true to your purpose but being flexible in your execution. “You can’t help but doubt, but you have to push on—and never compromise on quality,” he says.
Words of Wisdom to Aspiring Entrepreneurs
His advice to aspiring entrepreneurs is simple but deep: “Build something that aligns with your values. Success isn’t just about numbers – it’s about the depth of impact you create. Passion without purpose is fleeting. Align your work with something bigger than yourself and the rewards will follow.” Antonello’s dedication to authenticity is not just redefining luxury travel at his hotel — he’s keeping the soul of Puglia alive and happening. His story is a lesson for loyalty to the place: That you can have one foot in your roots while giving the other a step into the world.