Puglia is emerging as a major rival to Tuscany in Italy’s high-end property market, driven by international buyers seeking authenticity, tax incentives, and renovation opportunities. According to AirDNA, short-term rental demand in the region has surged 31% in the two years to June. Buyer inquiries rose 62% last year, with growing interest from Americans, French, Germans, and British. Prices in sought-after areas like Ostuni and the Valle d’Itria have climbed 20% since 2021. Despite a reputation for bureaucratic complexity and planning issues, Puglia’s rustic charm, cost advantages, and growing hospitality infrastructure are attracting serious investor attention.

AirDNA reports a 31% rise in rental demand as buyers flock to Puglia for affordable charm, tax perks, and renovation potential.

Can Puglia steal Tuscany’s property crown?

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