On May 13 and 14, 2025, the heart of Salento will host an international event of great significance: the first Italian edition of Travel Hashtag, the traveling format that for the past six years has made stops in some of the world’s most iconic destinations to explore new tourism trends.

This twentieth edition will take place in the stunning setting of an exclusive resort in Martano—an authentic masseria (traditional farmhouse) nestled in nature, a symbol of discreet luxury and deep respect for the land. The location was chosen deliberately to focus on rural, regenerative, and sustainable tourism, with notable guests from both Italy and abroad. The event is held in media partnership with DOVE and under the patronage of ENIT, Pugliapromozione, the Province of Lecce, the Municipality of Martano, and the Italian Ministry of Tourism.

Rural Tourism and Real Estate: New Opportunities for Salento

The event aims to showcase Salento as a model of regenerative tourism—one that enhances the identity of places and creates well-being for both travelers and local communities. This approach has direct benefits for the real estate sector, as demand increases for masserie, rural homes, historic dwellings, and countryside properties renovated with authenticity and sustainability in mind.

More and more investors, both Italian and international, are looking for properties in Salento to turn into experiential tourism residences, charming agritourism spots, boutique hotels, or prestigious private homes. This trend aligns perfectly with the Travel Hashtag philosophy: authentic, land-connected experiences, far from mass tourism.

An Event Focused on the Future of Tourism (and Living)

The two-day program will include themed conferences, talks, networking sessions, and testimonials from those who have already made Salento a premier destination.

Among the expected guests: prominent institutional figures, representatives from travel media, business executives, university professors, tourism marketing experts, hospitality consultants, destination managers specializing in inland areas, and professionals in wellness, digital detox, and territorial development.

Key topics:

  • “Return to the Essentials” – regenerating places and people

  • “Respect the Land, Cultivate the Future” – agriculture and tourism as allies

  • “Disconnection Tourism” – reconnecting with yourself in nature’s silence

  • “Rural Tourism: Valuable and Authentic Experiences” – a winning model for Salento

  • “Puglia: Territory, Opportunity, Attractiveness” – perspectives on local development

  • “Regenerative Tourism for a New Social Wellbeing” – the role of quality hospitality

    Why This Event Also Matters to Homebuyers and Investors
    Travel Hashtag 2025 shines a light on a new way of living, inhabiting, and investing in Salento. It’s not just about traveling—but about building meaningful connections with the land, choosing properties that tell a story, that respect the environment, and that offer authentic experiences.

    Whether you’re looking for a second home surrounded by greenery, dreaming of opening a charming hospitality business, or simply wanting to live closer to nature—Salento today is fertile ground, in every sense of the word.

    The growing attention to regenerative tourism and rural area promotion is making this region increasingly attractive from a real estate investment perspective as well. A home here is not merely a material asset—it’s a cultural, social, and human value.

    Conclusion
    Travel Hashtag 2025 is a key moment to reflect on the future of tourism—and of living—in Italy. And it does so by choosing Salento: a land of tradition and innovation, of authentic beauty and genuine hospitality. A territory that once again proves to be at the center of the map for those looking ahead.

    To explore our real estate offerings in the heart of Salento, contact us: whether you want to live here, invest, or simply slow down, we can help you find the perfect place to call home.