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Olive oil tourism is travel dedicated to discovering extra virgin olive oil, and in Italy it is growing fast: participation in these experiences rose by 37.1% between 2021 and 2024. At Frantoio Muraglia, in Andria, you can experience it in two ways: the Tasting of 4 Oils (30 minutes, €15 per person) and the Journey Through the Mill (50 minutes, €25 per person). Both take place at our mill, in Italian and in English, and close with a guided tasting of our oils.
There is a gesture we make almost every day without thinking about it: we pour a thread of oil over a plate and change the flavour of everything. And yet we know very little about that oil. Where it comes from, who made it, how many hands and how much time it takes for it to become what it is.
Oil is tasted, but first it is encountered. For years, one of the most authentic symbols of Mediterranean culture has been described only as an ingredient. At Frantoio Muraglia, we believe it deserves to be experienced, not just consumed. That is why we are opening the doors of our mill in Andria, in the heart of Puglia, with two new olive oil tourism experiences designed to draw you into the story of extra virgin olive oil — from the scents to the gestures, all the way to the tasting.
Olive oil tourism is the form of travel dedicated to the culture of extra virgin olive oil: guided mill visits, the story of production, and tastings led by experts. It is a way of understanding oil by experiencing it in the place where it is born, amid the land, the scents, and the tasting.
The way we travel has changed. Today, people want to know what lies behind a product: the places, the gestures, the people who look after it. And the numbers tell of a real movement. The figures from the Second Report on Olive Oil Tourism — promoted by Città dell’Olio, Coldiretti, and Unaprol, and curated by Roberta Garibaldi — show that between 2021 and 2024, participation in experiences linked to extra virgin olive oil grew by 37.1% on the domestic market.
And it is not an Italian interest alone. More than 55% of Germans, French, Americans, British, and Austrians would like to visit Italy in the coming years to enjoy food and wine experiences. And there is one figure that moves us more than any other: seven Italians out of ten consider oil a symbol of the national heritage. Oil is no longer just a condiment; it has become a reason to travel, as the growth of olive oil tourism described by Città dell’Olio confirms.
Because oil is only truly understood when you encounter it at its source. At the mill, the gesture, the scent, and the flavour come together, and a guided tasting teaches you to recognise a quality oil far better than any label ever could. The experience turns a product into a memory.
For us, that place has a precise name: Andria, in Puglia, the land of Coratina, the bold-charactered cultivar that lies at the heart of our work. All around, the centuries-old olive trees that have shaped the landscape for ages. Those who come to the mill do not simply buy an oil: they understand why an intense fruity oil stings the throat, why that bitter taste is a virtue and not a flaw, how you go from olive to bottle. Every tasting can become knowledge, every visit a memory to carry with you.
We have designed two itineraries, both at our mill, engaging and flexible, suited to small groups as well as organised tours. They are conducted in both Italian and English, so as to welcome those who come from afar too. The storytelling and the tasting are born here, where the oil comes to life.
The first experience lasts around 30 minutes and takes place in our showroom, surrounded by the iconic hand-painted ceramic jars. After a brief introduction to the company’s history and to the tasting technique, you will taste four oils. You will learn to read an oil with your eyes, with your nose, and finally with your palate, following the three stages of analysis: visual, olfactory, and retronasal. The cost is €15 per person.
The second itinerary lasts around 50 minutes and takes you through the departments of the mill, to get a close-up look at every stage in the production of extra virgin olive oil. It is the story of how the olive becomes oil, step by step. The visit concludes in the showroom with a tasting of our four oils, turning the story of production into a tangible experience of scents and flavours. The cost is €25 per person.
In both experiences, the tasting revolves around four oils, each with a different personality:
Around these four oils, you will also discover Apulian cultivars such as Coratina and Peranzana, and you will learn to pair the right oil with each dish — a small piece of knowledge that will stay with you even once you have returned home.
Booking is simple. On the dedicated website, you choose the experience, the day, the time, and the number of people, and that’s it. At the end of the tasting, if you wish, you can purchase all of our oils in the showroom and find them again whenever you like on our e-commerce site, to take home the flavour of that day.
At Frantoio Muraglia, oil never travels alone. It lives inside hand-painted ceramic jars — small works of art born from the hands of Apulian artisans — and in a world of colour that has become our hallmark. It is what we love to call goodness in beauty: the conviction that quality and beauty are inseparable. To step into our showroom is also to experience this, to breathe in the meeting of a great extra virgin and the craftsmanship that safeguards it.
Because in a bottle of oil there is far more than a condiment: there is a landscape, a community, and a history. To celebrate oil means creating culture, supporting the local economy, and building a deeper bond between those who produce and those who taste. Every drop becomes a story to carry with you.
This is why we wanted to open the doors of the mill even wider. Not to show off a company, but to share a vision: oil as an ambassador of our land, able to tell the story of Puglia better than many words could. And if seven Italians out of ten already feel oil to be part of their heritage, then it is worth truly experiencing it, at least once, in the place where it is born.
Experiencing oil at the mill is something that stays with you. You can book the Journey Through the Mill to follow the entire birth of the oil, or the Tasting of 4 Oils for a more intimate encounter among our jars. Either way, we look forward to welcoming you to the heart of Puglia, to experience oil in the place where it is born.
