The top trending countries driving global luxury real estate in 2025
Luxury property knows no borders. Every year, hundreds of thousands of buyers search for their dream homes across the world, from Mediterranean villas to New York penthouses. A new JamesEdition report, based on nearly half a million buyer enquiries across 238 countries, reveals which nationalities are most active in the luxury real estate market in 2025.
This data is not just interesting. It matters to sellers, developers and brokers who want to understand where their future clients are coming from. As a seller, or an agent,this information allows you to tailor marketing campaigns to the right buyer groups, adjust language and presentation to suit cultural expectations and anticipate which markets may generate the next wave of interest.
The United States
American buyers account for almost one in three luxury property searches worldwide, making the US the undisputed leader in global demand. This share is nearly double that of Britain, which holds second place.
Buyer Profile: The American Global Explorer.
Typically seeks second or third homes abroad
Interested in Europe’s cultural capitals and coastal retreats
Budget often spans multi million euro ranges
Britain and Europe
British nationals generate about one in seven enquiries, confirming the UK as a powerhouse in overseas luxury demand. When you add Germany, France, Italy and Spain into the picture, Europe as a whole contributes a significant share of the international buyer pool.
Spain, while being one of the top destinations for buyers (including British and international investors), is not as large a source of outbound enquiries compared to these countries. In other words, many people search for property in Spain, but fewer searches originate from Spanish buyers looking abroad.
British Buyer Profile: The Lifestyle Seeker.
Strong interest in Mediterranean destinations like Spain and Portugal
Motivated by lifestyle, sunshine and cultural familiarity
Drawn to both second homes and investment properties
Portugal
A notable trend in 2025 is the surge in enquiries coming from Portuguese buyers. Portugal now accounts for around one in five new international enquiries, reflecting growing interest in overseas markets such as Spain. This demonstrates that the appetite for luxury property is broadening, with new buyer groups emerging and looking abroad for opportunities.
Portuguese Buyer Profile: The Upgrader.
Often domestic or regional buyers moving into higher luxury brackets
Drawn to urban apartments and ocean view villas
Strong interest in high design and modern amenities
Canada and South Africa
Canada holds about 4.2 per cent of market share and South Africa 3.8 per cent. Both remain consistent players in the global luxury scene, with demand spread across Europe, the US and select emerging markets.
Buyer Profiles:
The Canadian Investor: Seeking diversification abroad, often in Europe or Mexico
The South African Lifestyle Seeker: Frequently purchasing holiday homes or considering relocation for quality of life
Panorama’s Perspective
At Panorama, we see these global dynamics reflected here in Marbella and the Costa del Sol. British and European buyers remain highly active, while interest from America continues to grow.
The global luxury property scene in 2025 is not only led by the United States and Britain but is also being reshaped by new rising players. Sellers and investors who understand these shifts are best positioned to succeed in an increasingly international market.
Panorama’s own sales in the Marbella area over the last two years have been to clients of 46 different nationalities, with the following percentages:
UK 12.95%
Sweden 8.50%
Spain 7.28%
Netherlands 6.07%
Belgium 5.66%
Ireland 5.26%
Poland 4.45%
Germany 4.45%
France 4.04%
Iran 4.04%
Norway 2.83%
Switzerland 2.42%
Denmark 2.42%
Russia 2.42%
USA 2.04%
Your dream home awaits!
Marbella's comprehensive offering positions it as the epicenter for thoughtful luxury investment in Spain, given its prime location on the Mediterranean coast.
Turning your dream of owning a home in Marbella into reality is an exciting journey. With the right guidance and research, the process can be both rewarding and straightforward.
Read more detail about the purchasing process in Marbella with our Buyer’s Guide, written by Christopher Clover, the founder and Managing Director of Panorama.
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