Puglia has become one of the most attractive regions in Italy for real estate investment. According to recent data from Re/Max, both international buyers seeking luxury properties and investors looking for more affordable homes to rent out as holiday accommodation are driving the market. This strong demand is reducing the availability of long-term rental properties, which particularly affects students and professionals relocating to the region.
At the same time, there is growing interest in new-build homes and energy-efficient properties. However, the supply of these types of homes remains limited, with prices continuing to rise due to high demand.
“Puglia is a region with entrepreneurial, environmental and landscape values that provide stability and confidence for both Italian and international investors,” explains Dario Castiglia, CEO & Founder of RE/MAX Italia. “It is not only tourism that drives the market, but also the quality of life and the increasingly strategic role of Puglian cities as hubs for local businesses and multinationals.”
Bari: growth of new-build homes
The regional capital Bari is seeing a steady rise in property sales, up by more than 10% compared with 2024, according to the RE/MAX Research Centre. New residential areas such as Sant’Anna and Palese Santo Spirito are becoming highly desirable, especially for young couples and local families.
The popularity of new-build apartments and houses in Bari continues to push prices upwards. On the rental side, traditional long-term contracts have almost disappeared, with most properties now offered as tourist or short-term lets — leaving limited options for those seeking permanent housing.
Salento and Lecce: trulli and traditional houses in demand
In the south, Salento and the city of Lecce remain among the most popular areas for property investment. In the first half of 2025, property transactions increased significantly, and the trend is expected to grow further in the coming months.
Along the coast, buyers are looking for detached houses and villas with outdoor space, often used as holiday homes. Inland, charming villages are attracting more attention, with trulli for sale and other traditional stone houses offering authenticity at more affordable prices.
Here, the rental market is dominated by short-term villa rentals, especially along the seaside.
Gargano and Vieste: holiday homes on the rise
In northern Puglia, the Gargano peninsula is showing strong market activity. In Vieste and the surrounding coastal areas, property sales rose by 10%. Foreign buyers — particularly French, Belgian and Polish — are showing strong interest in sea-view apartments (studios and one-bedrooms) to use as holiday homes and rent out when not occupied.
There is also a growing willingness to invest in new-build properties in Gargano, although energy efficiency is not yet a primary focus for most buyers.
Itria Valley: foreign buyers represent 40% of the market
In central Puglia, the Itria Valley remains one of the most desirable areas for international investors. Trulli, farmhouses (masserie) and country homes are particularly sought-after, with foreign buyers accounting for around 40% of transactions.
Coastal towns such as Monopoli and Polignano a Mare continue to be major hotspots, while emerging areas like Carovigno and Ceglie Messapica are gaining popularity thanks to their authenticity and more affordable prices.
Many international buyers purchase properties both for personal use and as an investment, often entrusting management of their holiday rentals to local companies — frequently founded by young Puglian entrepreneurs.
Why invest in Puglia real estate?
With its unique landscapes, authentic lifestyle and excellent value compared with other regions of Italy, Puglia real estate continues to attract both lifestyle buyers and investors. From luxury villas in Salento to traditional trulli in the Itria Valley and modern apartments in Bari, the market offers diverse opportunities with strong growth potential in 2025.