Antonio Maria Vasile began working two years ago to connect the United States directly with Puglia, the heel of Italy’s boot where many Italian Americans can trace their heritage.

Mr. Vasile, the head of Puglia’s airports, tried to convince carriers that they should set their sights not on Naples or Sicily but on Bari, arguing that the regional capital offered rich culture, history and cuisine worthy of their time and money.

“We don’t want to be relegated to being the south,” he said, referring to deeply ingrained biases in Italy against the more economically disadvantaged regions south of Rome.

His efforts paid off late last year, when the Italian carrier Neos announced direct flights between Bari and New York’s Kennedy Airport beginning the first week in June, the first ever route linking Puglia to the United States. The seasonal flights will run once a week through October.

Mr. Vasile sees opportunities for all of Puglia, from farmhouse inns to seaside villages, but also for his city of about 330,000 people.