Puglia's high quality of life stems from an authentic lifestyle, rooted in its rich cultural heritage, delicious food and wine, mild climate and affordable cost of living. The region offers a unique balance of nature, tradition, and modern comforts that has made it a magnet for expats, remote workers and retirees from every corner of the world, looking to buy a masseria (farmhouse) or a historic home in Puglia.

The growing popularity of Puglia as a tourist destination has also continued to grow in recent years, driven significantly by a boom in international visitors. The region has seen a substantial increase in both arrivals and overnight stays, with the international market proving a major catalyst for its tourism sector, attracting investments from international groups such as Rocco Forte Hotels, Accor Hotels and Four Seasons Hotels & Resorts.