Boomtown Ostuni: A Rising Star in Global Tourism

Ostuni vista, drone photography by the Puglia Guys

With Ostuni experiencing a significant surge in international tourism and in the sights of the world’s major hospitality groups, Puglia continues to shine on the international stage as a premier tourist destination.

The Boom of Foreign Visitors in Ostuni

Ostuni, known as the “White City,” is experiencing a significant surge in international tourism. This picturesque city, with its historic center, stunning coastlines, and charming rural areas, has captivated visitors from around the globe. Leading the wave of tourists are Britons, Americans, Dutch, and French, with notable numbers from Germany, Belgium, Spain, Ireland, and Canada. There is also a growing influx from South America, particularly Brazil and Argentina, along with countries from Northeast Europe such as Romania, Lithuania, Bulgaria, Hungary, and Slovenia.

Mayor Angelo Pomes proudly states, “Recent data shows that Ostuni is one of the most visited cities in Puglia by foreign tourists. The accommodations here reflect this trend, indicating a robust tourist presence. These figures highlight the attractiveness of our territory, which continues to draw visitors even in the low season. Puglia is now a sought-after destination year-round.”

The increased popularity of Ostuni can be attributed to high-profile events hosted in the region, including a prestigious Dolce & Gabbana fashion show and the G7 summit. These events have significantly raised Puglia’s profile on the global stage. Mayor Pomes emphasizes the importance of this recognition, not only as a source of pride but also as a motivation for all stakeholders—citizens, tourism operators, and local administrators.

“In this context, it’s crucial for the Municipality of Ostuni to regain its status as a leading destination on both regional and national levels. We need to enhance the quality of our tourism offerings and overall services to ensure the well-being and livability of our residents,” Pomes adds.

The municipal administration aims to attract high-level tourism, focusing on the unique potential of Ostuni. “The revival of Ostuni,” Pomes concludes, “can act as a catalyst for the entire region. Together with Polignano, Monopoli, Fasano, and Carovigno along the coast, and the Itria Valley inland, we form a crucial district for Puglia.”

This tourism boom is also reflected by new high-end developments in and around Ostuni to expand the accommodation offer.

Vista Ostuni by LarioHotels

Scheduled to open in 2025, the Vista Ostuni will be the third 5-star property in the prestigious LarioHotels’ Vista collection. This luxurious resort, set in the charming town of Ostuni, Puglia, is the brainchild of Corrado Passera, a former Italian government minister for economic development. The resort will transform a historic former tobacco factory into a haven of relaxation and luxury.

Elegant Accommodations and Amenities

Vista Ostuni will feature 30 spacious rooms, each designed with elegance and comfort in mind. The property, sprawling over 6,000 sqm, will offer guests an array of dining options, ensuring a delightful culinary experience. The resort’s extensive outdoor area, encompassing over 16,000 sqm of Mediterranean gardens, will boast a magnificent swimming pool with breathtaking views of the city and the sea.

Indulgence is at the heart of Vista Ostuni. Guests can unwind in the state-of-the-art spa and beauty center, complete with an indoor spa, a private spa for exclusive use, and a cutting-edge fitness center.

A Rich Historical Tapestry

The site of the new hotel holds a storied past. Originally a Dominican convent from 1300 to 1595, the building later served as a hospital. From 1916 to 1918, it functioned as a prison before Giuseppe Cortese transformed it into a tobacco factory in the early 1920s. The factory remained operational until 1968, marking the end of an era.

The Four Seasons Resort Puglia

A Coastal Paradise

In addition to the Vista Ostuni, Puglia will welcome a brand-new Four Seasons resort. Set on a pristine beachfront, this resort will feature 150 rooms and suites, offering guests stunning views of the Adriatic Sea and direct beach access. Its strategic location provides easy access to the historic town of Ostuni and other regional attractions.

Luxurious Features and Services

The Four Seasons Puglia promises an elevated luxury experience, with villa-style accommodations facing the sea, designed by HKS Architects and ODA Architecture. The resort will include six dining venues, ranging from an all-day restaurant to a beach club, ensuring a diverse culinary journey for guests.

Meeting and event spaces, including a ballroom and outdoor event areas, will cater to various gatherings. The resort’s state-of-the-art spa will offer a fitness center, 10 treatment rooms, a hammam, a sauna, a pool, and a yoga studio.


The opening of Vista Ostuni by LarioHotels and the Four Seasons Resort Puglia recognises the popularity of Ostuni and heralds a new era of luxury and elegance in the region. These developments promise to enhance Puglia’s reputation as a premier travel destination, confirming Ostuni and Puglia as must-visit destinations on the global stage.

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