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Apulia has emerged as a premier tourist destination, experiencing a significant and ongoing transformation in recent years. The region’s initial reliance on sun and beach tourism, concentrated in a few popular coastal areas during the summer months, is evolving into a more diverse and less standardized leisure tourism paradigm, particularly through the reuse of traditional buildings, such as masserie and trulli, and the repositioning of hotel supply towards the upscale and luxury segment.
The new market report issued by THRENDS reveals that the Region recorded an increasing hotel demand with a 6.2% CAGR (’17-24) in international flows and hotel supply grew up to 90 new properties and almost 3.000 rooms in the last 8 years.
Forecasts for the next two years show that the synergies of the luxury services, the growth of 5-star hotels, and new international brands reaching Apulia will boost the demand of a +7.1% in 2025 and +6.8% in 2026. The international market is expected to lead the growth thanks to the main markets (USA, UK, France, DACH) and the new growing markets (Australia, Canada, Brazil).
The snapshot collects the most updated analysis and evaluation concerning the future of investments in the region, with a specific focus on:
