Opening in July 2025, Vista Ostuni blends local heritage with modern luxury, offering an authentic Puglian escape in the heart of the Itria Valley.
The whitewashed walls of Ostuni have long drawn travellers in search of something more grounded than Italy’s more obvious destinations. Now, a new opening is set to raise the region’s profile even further. Vista Ostuni, a 14th-century tobacco factory turned luxury hotel, will open in July 2025 and has already secured a spot in The Leading Hotels of the World, a rare distinction for a property yet to welcome its first guest.
This is a notable moment not just for Ostuni, but for the wider region of Puglia. The project brings together careful restoration, a strong sense of place, and a hospitality vision designed for today’s high-end traveller. With its location in the Itria Valley’s Plain of Ancient Olive Trees, Vista Ostuni is set to become one of Italy’s most talked-about openings.
Bringing New Life to an Ostuni Landmark
Vista Ostuni is taking over the old Manifattura Tabacchi, a building that’s been part of the city’s story for centuries. Once a centre of local trade and industry, it’s now being carefully restored to blend its historic character with modern-day comfort. Original architectural features are being kept intact where possible, and where new elements are introduced, they’ve been designed to sit naturally within the existing framework.
Rather than applying a generic luxury design, the team has worked with the building’s character. This careful approach is central to the hotel’s identity: history isn’t an aesthetic, it’s the starting point.
The hotel is just a short walk from the centre of Ostuni. Often called La Città Bianca, the city’s white alleyways and old stone buildings offer a distinctly southern Italian setting. Guests at Vista Ostuni will be able to dip into the rhythm of local life easily, returning to calm surroundings at the edge of town.
A Prestigious Welcome from Leading Hotels of the World
Vista Ostuni’s inclusion in The Leading Hotels of the World marks a major early achievement. Known for strict entry standards, the collection admits only properties that demonstrate exceptional service, distinct character, and a strong commitment to luxury.
“Vista Ostuni elegantly and authentically reflects the spirit of the White City,” said Deniz Omurgonulsen, Vice President of Member Experience at The Leading Hotels of the World. “Perched on a hill overlooking a sea of centuries-old olive trees, the property invites guests to lose themselves in the whitewashed alleys of Ostuni, rejuvenate in a nature-surrounded spa, and discover the region’s cultural riches with the help of a dedicated team. It is a unique expression of Apulian hospitality and a valuable addition to our collection.”
Guests who are part of the Leaders Club loyalty programme will be able to access a range of benefits from the outset. These include complimentary breakfast, early check-in and late check-out, upgrades where available, and private experiences across more than 400 hotels globally. Vista Ostuni will also offer points redeemable for stays and access to members-only rates.
Defining a New Type of Luxury for the Region
Behind Vista Ostuni is the aunt-and-nephew team of Bianca and Luigi Passera, the President and CEO of the Vista brand. Their mission is to introduce a more nuanced version of luxury to places that haven’t traditionally catered to this market, and to do so in a way that’s thoughtful, grounded, and relevant to the destination.
“With Vista Ostuni, we aim to share the Vista vision of hospitality: authentic, tailor-made, respectful of history, and capable of giving back to the region,” comments Cristina Zucchi, General Manager of Lario Hotels. “It’s not just about welcoming guests, but about crafting bespoke experiences that leave a lasting impression. Being welcomed into The Leading Hotels of the World is a prestigious acknowledgement of our commitment to excellence and to meticulous guest care.”
The hotel’s philosophy centres around quiet elegance. Privacy, discretion, and personalised service are core tenets, all of which will be embedded in the daily experience, from the architecture to the way staff interact with guests.
Rooms, Restaurants, and a Rooftop View
Vista Ostuni will feature 28 rooms and suites. These spaces retain the proportions of the original structure, including 5-metre-high vaulted ceilings and layout features shaped by the old factory’s footprint. Rooms are organised around an arched cloister that gives a sense of order and calm, while still allowing for seclusion and privacy.
Dining is led by Michelin-starred chef Andrea Berton, whose two restaurants at the property will focus on regional ingredients and contemporary techniques. The aim is to bring Apulian flavours to the fore without compromising on presentation or quality.
There will also be two bars, one casual, the other more refined, and a rooftop space with panoramic views that take in both the Adriatic coastline and the centre of Ostuni. This rooftop, in particular, is expected to become a key draw, especially at sunset.
Wellness Built Around Place
The wellness programme at Vista Ostuni has been shaped to reflect both the surroundings and the pace of life in this part of Italy. Three swimming pools, including one indoors, offer year-round access, while the spa combines traditional methods with high-end treatments and private suites.
A full gym is included, but the design of the wider grounds encourages outdoor movement and downtime. The 16,000 square metres of surrounding land include Mediterranean plantings and a kitchen garden, not just decorative, but part of the wider aim to connect guests with the region’s rhythms.
Sustainability as a Guiding Principle
Vista Ostuni operates as a Benefit Corporation, which means it has a legal commitment to prioritise positive social and environmental impact alongside profit. That principle has shaped every stage of development.
The goal is LEED certification, a demanding international benchmark for sustainable building. For a historic structure, achieving this requires serious investment, both in time and technology, to ensure energy efficiency and low-impact operations without compromising the building’s integrity.
Local benefit is part of the sustainability effort, too. The restoration project has created jobs and returned an important building to active use. The team has made a point of working with regional suppliers and craftspeople wherever possible
Well Connected, Yet Tucked Away
Vista Ostuni is well positioned for travellers arriving from abroad. Brindisi Airport is just over half an hour’s drive away, with direct flights from London during the summer months that make the journey especially easy for British guests.
Right in the Middle of It All
Vista Ostuni’s spot in the Itria Valley means you’re never far from some of Puglia’s best bits, whether it’s the baroque streets of Lecce, the fairytale trulli houses of Alberobello, or seaside towns like Polignano a Mare. If it’s a beach day you’re after, the Adriatic coast is full of options, from quiet little coves to long stretches of golden sand, all just a short drive away.
And you won’t be left figuring it all out on your own. The concierge team will be on hand to help you discover not just the big-name sights, but the hidden gems you might otherwise miss.
Looking Ahead to 2025
Vista Ostuni is getting ready to open just as more travellers are turning their attention to Puglia, looking for places that mix great food, culture, history, and a bit of charm, without the crowds you find in more well-trodden spots.
It’s a balance Vista Ostuni looks set to strike beautifully, offering something that feels both real and refined.
Bookings are already open at www.vistaostuni.com, and with the hotel joining The Leading Hotels of the World, there’s already plenty of buzz. But from the looks of things, Vista Ostuni is more than ready to live up to the hype.
Come July 2025, it won’t just be opening its doors, it’ll be showing a new side of luxury in Puglia.
