Lecce, one million visitors in 2024: Puglia makes its way into foreign markets
International tourism continues to drive Puglia‘s growth, making it one of the most sought-after destinations in Italy. At the Borsa Italiana del Turismo (BIT) 2025 in Milan, encouraging data were presented that confirm the positive trend: arrivals in the region in 2024 reached 6 million (+10.6% compared to 2023), while attendances almost reached 21 million (+9.7%). The data relating to foreign visitors is impressive, having increased by 22% compared to the previous year, reaching a share of 40.5% of total arrivals.
Puglia increasingly an international brand
A concept also reiterated by Rocco De Franchi, head of institutional communication for the Puglia Region, who
highlighted how the challenge was to transform the region into a globally recognizable brand.
«Today Puglia is no longer a collection of 250 bell towers, but a community that presents itself compactly to the world. Our strength is that of a people who work with determination to always improve», declared De Franchi.
A success that, as underlined by the Gazzetta del Mezzogiorno, is the result not only of public policies, but also of the ability of private operators to make the most of European funds and to build quality tourism offers.
Lecce on the rise: one million visitors
The capital of Salento has recorded record numbers with 375,484 arrivals and over 1 million visitors (+23% compared to 2023), surpassing Vieste and positioning itself in second place among the most visited destinations in Puglia, immediately after Bari. The significant increase in visitors testifies to the growing attractiveness of the city, which combines historical heritage, food and wine offerings and a renewed interest in experiential tourism.
Architecture and the real estate market: new investment opportunities
The tourism boom in Lecce has a direct impact on the real estate sector, with a growing demand for second homes from Italian and foreign investors. The Lecce Baroque, which embellishes palaces and churches, has become a major attraction for international buyers looking for exclusive residences. The real estate market sees an increase in interest in historic buildings to be renovated and transformed into luxury accommodation facilities, B&Bs and boutique hotels.
In recent years, the historic center of Lecce has attracted significant investment, with many buildings converted into charming homes. Demand is mainly supported by French, German, Swiss and English buyers, but also by Americans, fascinated by the authenticity and quality of life offered by Salento.
The strategic role of experiential tourism
Data analysis shows that tourists no longer limit themselves to visiting Lecce and its province in the summer months, but also choose the city in spring and autumn. Cultural events, food and wine tours and the possibility of exploring the region with a slow approach make the destination increasingly attractive. Roots tourism, which aims to rediscover one’s Italian origins, is emerging as a growing market segment, especially among Italian-Americans.
Salento protagonist at BIT 2025
During the BIT in Milan, South Salento presented itself as a single tourist destination under the new brand “South Salento: a range of emotions”, which enhances the diversity of the territory through three symbolic colors: the green of nature, the red of culture and the blue of the sea. This approach aims to strengthen the competitiveness of the region at an international level, focusing on an integrated tourist offer that includes historic villages, nature trails and slow tourism.
At the fair, tour operators specialized in incoming showed a strong interest in authentic experiences, from trekking on the ancient pilgrim routes to tastings of typical products. The demand for luxury stays is growing, with a preference for renovated farmhouses and historic residences.
Conclusions
Lecce and Salento are confirmed among the most sought-after destinations in Puglia, thanks to an effective tourism strategy and an expanding cultural and real estate offer. The growing presence of foreign tourists represents a decisive boost for the local economy and the real estate market, with increasingly interesting opportunities for those who want to invest in this land rich in history, beauty and authenticity. The future of tourism in Puglia appears bright, with Lecce ready to play a leading role.