Abstract

This paper focuses on the potential role of representing the local selfidentity of the Puglia Region of Italy as a common good - working towards an «Apulian» approach to self-sustainable local development. This is considered as an alternative to an older, ineffective model that was undertaken in Puglia as well as in other Southern Italian regions after the Second World War, based on the «emulative paradigm», or the passive acceptance of the model adopted by more «developed» regions of Italy. The first section of the paper explains the role of the local population's awareness of the value of the region's landscape, and a shared political vision of the future of the Puglia Region based on this value. The second section provides a picture of the development perspectives outlined by a regional landscape plan approved by the Puglia regional council according to the aforementioned approach. The third section recognises the fluidity and dynamic nature of the notion of identity, while the final section illustrates the tools, knowledge and strategies used by the new regional landscape plan to encourage local inhabitants to recognise the high value of their landscape - not only of «charismatic » landscapes but also of «ordinary» ones - and the need therefore to protect, enhance and maintain them, in order to promote a new type of development and to improve collective well-being.