From Florence to Cape Town and Dubai, JamesEdition Data Insights spotlight the cities redefining luxury living for the world’s wealthiest buyers.
Key Insights
- Dubai maintains its position as the luxury destination receiving the most interest globally, reflecting its combination of tax advantages, lifestyle amenities, and strategic location
- Seven of the top 10 cities are in Europe, demonstrating continued appeal despite higher costs compared to emerging markets
- Traditional luxury capitals like London and Paris remain strong while Mediterranean destinations capture growing wellness-focused demand
From Dubai to Florence, the lifestyle of the wealthy is constantly evolving. According to the 2025 Julius Baer Wealth & Lifestyle Report – published by one of Switzerland’s leading private banks – luxury today is less about possessions and more about wellness, tax efficiency, and legacy planning.
But where does this new mindset translate into actual property searches?
James Edition’s global inquiry data reveals the 10 cities that are capturing the attention of high-net-worth individuals worldwide in 2025.
These top-ranked cities combine traditional luxury appeal with practical benefits like tax advantages, wellness amenities, and lifestyle flexibility.
What emerges is a clear preference for destinations that offer both prestige and substance. These are places where wealthy buyers can optimize their living while maintaining the quality and status they expect.
Which Cities Are Most Popular | 2021-2025 (YTD)
The Top 10 Cities by Global Inquiry Share
10. Florence
Median price per listing: $1,456,000
Continues its pattern of flirting with the top 10, making another appearance after previous entries. Combines authentic European heritage with world-class amenities and central Mediterranean location.
9. Cannes
Median price per listing: $1,841,000
Maintains stable appeal with consistent top-10 positioning. The city offers business flexibility, Mediterranean lifestyle, and proximity to major European financial centers.
8. Los Angeles
Median price per listing: $1,663,000
Shows gradual decline but remains firmly entrenched in the top 10. The city combines lifestyle flexibility, business opportunities, and California’s innovation ecosystem.
7. Cascais
Median price per listing: $1,859,000
Represents a breakout success story, entering the rankings in 2024 and climbing rapidly. Portugal’s coastal gem provides luxury seaside living near Lisbon. The resort town offers prime lifestyle benefits without capital city costs.
6. Lisbon
Median price per listing: $1,340,000
Demonstrates remarkable consistency, maintaining steady performance across all years. Portugal’s capital offers a European lifestyle at Mediterranean prices. The city provides tax-efficient residence options, excellent quality of life, and Golden Visa accessibility.
5. Paris
Median price per listing: $1,154,000
Has rebounded strongly in 2025 after a period of declining interest. The City of Light maintains its appeal through cultural prestige and central European location. The city offers world-class education, healthcare, and cultural amenities.
4. Cape Town
Median price per listing: $1,102,000
Has emerged as a major player in recent years, climbing into the top rankings. South Africa’s premier luxury destination combines natural beauty with favorable exchange rates. The city offers a distinct alternative to traditional European and American luxury markets.
3. London
Median price per listing: $2,617,000
Has shown remarkable recovery, climbing from lower rankings to secure its current top-3 position. Despite the UK’s abolition of the non-dom tax regime, the city offers legacy planning infrastructure, world-class education, and established financial services.
2. Marbella
Median price per listing: $2,913,000
Has consistently ranked among the top 2 destinations, demonstrating sustained appeal over recent years. The Costa del Sol destination combines wellness amenities with family appeal and proximity to major European cities.
1. Dubai
Median price per listing: $1,297,000
Rose to the top position in recent years, cementing its status as the world’s premier luxury destination. A tax haven with ultramodern living, the city offers world-class hospitality, wellness infrastructure, and family-friendly amenities.
What These Cities Have in Common
Looking at these cities, a clear pattern emerges. These places combine great wellness facilities, lifestyle perks, and smart financial setups. The top cities offer more than just prestigious addresses and are built for modern living.
These cities match three key trends from the Julius Baer report: the move toward experiential luxury, growing focus on health and longevity, and the rising importance of tax planning. Cities that tick multiple boxes get the most searches.
Seven of This Year’s Most Popular Cities Are in Europe
Source: JamesEdition Data
The data also shows geographic patterns, with Mediterranean cities dominating the European picks and major financial centers staying popular despite higher costs.
The Cities Where Lifestyle, Legacy, and Value Align
If you’re looking to balance lifestyle, legacy, and investment goals, these cities show where global capital is flowing. Today’s luxury market is about more than just buying in the right neighborhood: it’s about finding places that work for the long term. The cities that top these rankings offer complete packages: great living, smart finances, and solid infrastructure.
Data methodology
This analysis is based on proprietary buyer inquiry data from JamesEdition covering global luxury residential searches from January 2021 through July 2025. City rankings reflect each city’s share of total global inquiries by registered users across all price segments. Buyer location is determined through IP-based geolocation and user profile data.
Rankings use a 12-month rolling average to account for seasonal variations. While this data reflects JamesEdition platform activity, directional trends align with broader luxury market reporting. Search inquiry data may differ from transaction volumes or other market benchmarks.
James Edition August 20, 2025, By Steven Nijman
