Since 2012, with a view to collaboration and common commitment to the development and enhancement of the artistic and architectural beauties, traditions, and culture of the Martina Franca area, the operators of the Ecomuseum Association of Valle d'Itria have been in charge of the reception service and guided tours in the rooms of the noble floor of Palazzo Ducale di Martina Franca.

Palazzo Ducale di Martina Franca was built in 1668 by order of Duke Petracone V Caracciolo, demolishing the previous 14th-century castle built by the Prince of Taranto, Raimondo Orsini del Balzo. In 1692, the construction works of the palace were suspended, and Petracone V managed to complete only the ground floor and the mezzanine. The conclusion of the last floor had to wait for Duke Francesco III Caracciolo, who in 1776 commissioned the decoration of the rooms of the noble floor to the painter Domenico Carella.