From masserias to charming villas: why international interest in Puglia’s real estate heritage is growing

Puglia is no longer chosen merely as a holiday destination. More and more foreign visitors are returning, extending their stays, and starting to evaluate the purchase of a second home, a residence in which to spend part of the year, or a property to convert into an accommodation facility.

The numbers confirm this shift. But they also tell a story of a phenomenon more complex than the word boom suggests.

From record tourism to real estate interest

It is not just a matter of quantitative growth. The increase in international arrivals produces a progressive effect on the perception of the area.

First, people visit Puglia. Then they return. Finally, they begin to imagine buying a house, restoring a masseria, or investing in a hospitality project.

Tourism thus becomes the first point of contact with the real estate market.

In 2025, Puglia exceeded:

• 6.7 million arrivals, with a growth of 13% compared to 2024;
• 22.7 million overnight stays, an increase of 10%.

The data are still provisional, but they represent 92% of the regional accommodation capacity.

The international component is the fastest growing: in the first eight months of 2025, foreign arrivals increased by 23.8%, while international overnight stays grew by 22.4%.

Ostuni at the center of international interest

In our 2022 article, attention was mainly focused on whether or not a lifeguard was required in The most significant case is that of Ostuni.

In the first half of 2025, the White City emerged as the Italian municipality most requested by international property buyers on the Gate-away portal, with a 7.67% increase in inquiries compared to the same period in 2024.

Ostuni combines many of the elements sought after by the foreign market: architectural identity, countryside, proximity to the sea, quality of life, and a heritage composed of villas, trulli, and masserias that can be intended for both private use and hospitality.

The foreign buyer, however, is not just looking for a building. They are looking for an experience: the stone, the olive trees, the light, the outdoor spaces, and the opportunity to experience Puglia authentically.

We can concretely confirm this trend: Ostuni is currently one of the areas where we are developing the largest number of projects.

Villas, masserias, and accommodation facilities are increasingly choosing to integrate a swimming pool as a strategic element to enhance the value, identity, and attractiveness of the property, especially toward an international clientele.

A recent example is Casa Roverella, a villa completed in 2024 in the countryside between Ostuni and Cisternino and designed by Vergati Creative Studio. Even more emblematic is Vista Ostuni, a five-star luxury hotel created from the restoration of the ancient Tobacco Factory in the heart of the White City. In collaboration with Studio RMA by architect Roberto Murgia, we designed and built three different water experiences: a swimming pool in the garden among olive trees and Mediterranean scrub, a panoramic rooftop infinity pool, and an indoor pool dedicated to the SPA.

Buying is only the first step

The presence of the Head of the SUAP of Martina Franca, Egidio Zingarelli, and a representative of the ASL of Taranto has A The purchase of a villa, a trullo, or a masseria must be accompanied by precise checks: urban planning and land registry compliance, landscape restrictions, water availability, drainage systems, transformation potential, and permits for any potential hospitality business.

The beauty of a property cannot replace a proper technical evaluation.

Swimming pools, outdoor spaces, and wellness areas should also be studied from the very early stages, together with the architect and other professionals. Integrating them later can create technical limitations, higher costs, and solutions that are less coherent with the landscape.

Transforming a property into an experience

The true value of the investment depends not only on the location of the property, but on the quality of its transformation.

A swimming pool designed in harmony with the local context can become a decisive element for a private villa, a holiday villa, a masseria, or a boutique hotel: it enhances outdoor spaces, strengthens the property’s identity, and increases its appeal on the international market.

Teknopiscine supports owners, architects, and investors in the evaluation, design, and construction of swimming pools and outdoor spaces integrated with Apulian architecture and landscape.

Are you purchasing or restoring a property in Puglia? Send us the location, a few photos, and a brief description of your idea. We will contact you for an initial discussion on the project.

Contact us to receive a free consultation, by sending us an email, or by calling our offices at +39 080 480 5343, or by sending a WhatsApp message, and our consultants will be able to identify the solution that best suits your needs.