Puglia 2026: Tourism Boom Fuels Golden Age for Property Investment

BARI, 20 January 2026 – The Italian region of Puglia is undergoing a tourism transformation, with record-breaking visitor numbers catalysing a surge in property investment and regional development. Once a quiet corner of southern Italy, the ‘heel of the boot’ is now challenging established Mediterranean destinations, backed by a multi-billion euro strategic funding programme and soaring international demand.

The Tourism Surge: From Regional Secret to Global Destination

Puglia’s ascent is quantified by remarkable statistics. Overnight stays have skyrocketed from 13.4 million in 2013 to 20.8 million in 2024, a growth of 55% in a single decade. The internationalisation of this demand is particularly striking: foreign overnight stays have nearly tripled, rising from 2.5 million to over 7.1 million in the same period. In 2024 alone, the region welcomed 6 million arrivals, a 10.6% increase on the previous year, with foreign visitors accounting for 40.5% of the total.

This growth is economically significant. Tourism contributes approximately 10% to Puglia’s GDP, which itself represents 4.3% of Italy’s national output. The boom has been geographically widespread, with coastal towns like Vieste recording over 2.2 million overnight stays and cities like Lecce surpassing one million visitors in 2024. Bari, the regional capital, recorded a staggering 1.2 million overnight stays in just the first six months of 2025.

The Investment Landscape: A Property Market Transformed

The tourism explosion has had a direct and profound impact on Puglia’s real estate sector. Demand for second homes and boutique accommodation from Italian and international investors is driving a buoyant market. There is particularly strong interest in converting historic buildings, trulli (traditional cone-roofed houses), and masserie (fortified farmhouses) into luxury rentals.

International buyers, notably from France, Germany, Switzerland, the United Kingdom, and the United States, are a dominant force. The luxury segment is especially robust, with companies like Puglia Paradise reporting a 30% revenue increase in 2024, driven by a clientele where 70% are international guests willing to pay a premium for authentic experiences.

The Mini PIA Turismo 2025-2027: A €5.5 Billion Catalyst

At the heart of Puglia’s strategic development is the Mini PIA Turismo programme, a cornerstone of the EU-funded PR Puglia FESR FSE+ 2021-2027 framework. With a total allocation of €5.577 billion, the programme dedicates €20 million specifically to transforming the tourism sector.

It is designed to support businesses of all sizes, funding investment programmes with eligible expenses between €30,000 and €5 million. The support is a hybrid model of direct grants and subsidised financing, including loan guarantees and interest subsidies. Key focus areas include modernising infrastructure, digital innovation, workforce development, and environmental protection.

For investors, the programme enhances the attractiveness of projects. Specialised local firms assist with navigating the application process via the PugliaSemplice digital platform and accessing non-refundable grants that can cover up to 60% of qualifying investment costs.

Practical Insights for Travellers and Investors

For visitors, Puglia’s popularity necessitates planning. The consensus from local experts is that a car is essential for proper exploration beyond major cities. The best times to visit are the shoulder seasons (May-June and September-October) to avoid the intense heat, high prices, and crowds of July and August.

Investors should note the regulatory environment. New rules for 2025 require short-term rental properties to obtain a National Identification Code (CIN), comply with updated safety standards, and register guests with local police within 24 hours. A flat-rate tax of 21% on gross rental income is typically withheld by booking platforms like Airbnb.

Frequently Asked Questions

Is Puglia too crowded now?

While significantly busier than a decade ago, Puglia does not yet experience the overtourism levels of destinations like the Amalfi Coast or Venice. Crowds are concentrated in hotspots like Alberobello and Polignano a Mare in peak summer. Exploring inland towns and visiting in shoulder seasons provides a more relaxed experience.

What is a realistic return on investment for a holiday rental?

With professional management, net annual returns of 5% to 8% are achievable, depending heavily on location, property type (e.g., trulli or masseria), and quality of furnishings. Coastal towns and UNESCO heritage sites generally command the highest yields.

What are the biggest challenges for a foreign buyer?

The main challenges are navigating Italian bureaucracy, ensuring a property has all necessary building permits, and managing renovations or rentals from abroad. Engaging a reputable local estate agency, lawyer, and tax advisor is considered essential for a smooth process.

Is Puglia a “destination dupe” for Santorini?

International travel media has positioned Puglia as a compelling alternative to Santorini, offering similar dramatic coastal scenery, photogenic architecture, and Mediterranean charm, often at a lower cost and with fewer crowds. This comparison has bolstered its appeal to a new generation of travellers.