July 2025, Ogliastra (Sardinia) – Tourists from Iceland, India, the United States, Malaysia, France, Germany and beyond are choosing the Pelau Olive Mill in Jerzu and Cardedu, run by Giulia Mura, as a destination to experience the authentic world of extra virgin olive oil.
The most requested experiences are guided tastings, introductory olive oil courses, tours of historic olive groves and pairings with traditional Ogliastra products. Thanks to Italy’s unique heritage of over 250 million olive trees, 550 native cultivars, and 10 recognised PDOs, olive oil tourism is a growing trend, now rivaling wine tourism.
“People are looking for simple, authentic experiences in contact with nature, surrounded by the rejuvenating greenery of olive groves and vineyards,” says Giulia Mura. “Our guests want to taste Ogliastra’s local products from the Blue Zone. But the olive mill is also a tourist information point, where visitors ask for recommendations on where to eat, sleep and explore in Ogliastra.”
Giulia Mura, Owner of Pelau
In the heart of Ogliastra, one of the world’s five Blue Zones, Giulia has launched ‘Akhentu’, an olive oil that celebrates longevity. The iconic label features the silhouette of a Sardinian centenarian and the oil has a rich aroma of freshly crushed olives, artichokes and tomato leaves with the classic bitter and spicy notes that indicate high quality.
Work is also underway on the Josto Miglior Academy, a new study and training centre that reclaims the site of an old agricultural school. Funded by the European Union, Italy’s Ministry of Culture and the Ministry of Agriculture and Food Sovereignty, the academy will feature themed guest rooms, educational kitchens, wine-tasting areas and classrooms with views of the groves and vineyards.
A View of Josto Miglior Accademia on the right
‘The goal of the Academy,’ explains Giulia, ‘is to create hybrid forms of tourism and educational travel, placing Sardinian culture and cuisine at the centre. It’s a project that fosters international cooperation between chefs, producers, communities, and territory leaders.”
Olive oil tourism is becoming a key driver of sustainable growth in the region, attracting visitors to rural landscapes, ancient villages and local traditions. Guided tours, tastings and cooking classes focused on olive oil generate new economic opportunities, support the local supply chain and create jobs.
“Olive oil tourism helps spread the values of the Mediterranean diet and promotes a healthy, sustainable lifestyle – an aspiration shared by many of our visitors, especially those from the US,” concludes Mura. “It’s a focus we’re developing with increasingly engaging and memorable experiences”.
Contact info: Oleificio Pelau – Giulia Mura
Jerzu, Ogliastra – Sardegna
web site: www.oleificiopelau.it mail: turisticapelau@tiscali.it