Salento and the Buen ritiro: cases of toxic narratives
CultureCreates and Narrative destroys!
There is a toxic narrative that has hovered over Salento for years: that of the “Buen Ritiro”. An idyllic and glossy vision that presents the territory as an oasis of relaxation, where one does nothing but bask in the sun, enjoy traditional foods, and surrender to the sweetness of a stress- free life. A representation, let’s be clear, that clashes with the reality of those who work, produce, and fight daily to build something lasting here. It is a narrative that, far from exalting the potential of the territory, ends up belittling it, reducing it to a stage for sunset aperitifs and luxury vacations. And it is precisely this distorted image that contributes, in a sly and dangerous way, to hindering economic development and pushing young people to seek life and career prospects elsewhere.
The narrative of the “Buen Ritiro”: a trap for the territory
Salento as a “Buen Ritiro” is the forbidden dream of a certain radical-chic elite, ready to come here to “disconnect” without ever questioning the economic and social fabric that supports the territory. For them, Salento is little more than a perfect Instagram backdrop: golden beaches, ancient olive trees, restored farmhouses, and a plate of orecchiette to immortalize before returning to their “serious” lives in the big cities. But what does this narrative leave for the territory? Nothing but an image of staticity and perpetual vacation, an image that betrays the dynamism and creativity of those who live and work here.
This stereotypical representation not only fails to value the work of local businesses, but literally erases the role of those who produce, innovate, and invest. Salento is not just made of beaches and festivals; it is a territory where companies, artisans, professionals, and start-ups operate. Yet, this reality is invisible in the dominant narrative. No one talks about those who struggle to find qualified personnel, those who seek to create employment and build opportunities for new generations. Why? Because talking about work and business breaks the spell of the “Buen Ritiro”. And this, evidently, is not convenient for those who prefer a static and reassuring postcard.
Young people fleeing the buen ritiro!
The most devastating effect of this narrative is visible in young people. Growing up in a territory painted as a “holiday land” means internalizing the idea that there is no space for professional ambitions here. The perspective seems to narrow down to a few options: being waiters, lifeguards, or guesthouse owners. There is no narrative that speaks of opportunities in local businesses, of required skills, of innovation. It is not surprising that many young people do not even ask what productive sectors exist in Salento. Emigration thus becomes not a choice, but a necessary escape from a territory that seems to offer no future.
Yet, the reality is different. There are companies looking for qualified personnel and cannot find them, who would like to grow but cannot find the necessary skills. This is a defeat not only for the businesses but for the entire territory, which finds itself impoverished of valuable human resources. Who is responsible for this situation? A shortsighted policy that for years has built a monoculture of tourism and catering, ignoring economic diversification and the potential of the territory. The mantra of “lu sule, lu mare, lu ientu” has had its time: if we want to build a future for Salento, we must abandon this lazy narrative and embrace a cultural vision worthy of the name.
The urgency of a new narrative
Salento needs other narratives that give visibility to its businesses, its skills, and its potential. A narrative that values not only the beauty of the territory but also the creativity, ingenuity, and industriousness of its people. It is not about renouncing Salento’s tourist vocation, but about integrating it into a broader project that gives space to all productive sectors.
Telling the story of Salento as a place of work, innovation, and opportunity is not just a moral duty but a strategic necessity. It is time to stop treating this territory as a postcard for tourists and start seeing it for what it is: a living land, capable of attracting not only tourists but also investments, talents, and ideas. Young people should no longer be forced to choose between staying and settling or leaving to seek a future. They should be able to stay and grow in a Salento that is not just a “Buen Ritiro” but a “Forge” of opportunities.
The challenge is open, and it is a cultural challenge before it is an economic one. If we want Salento to stop being seen as a place where “nothing is done,” we must start telling everything that is done here, every day, with effort and passion. And we must tell it well, because the young people who leave today could be the ones who tomorrow will change the face of this territory, provided they stop seeing Salento as a place to come only to relax and start seeing it as a place to live and plan for the future.
