This trend is highlighted in "The Trend Report 2025", a real estate market trends report developed annually by Coldwell Banker Global Luxury, which highlights the growing demand for destinations that provide greater value for the investment.

Lisbon is the only European city referenced in the report as one of the most attractive destinations for luxury real estate investment, alongside metropolises such as Los Angeles, San Francisco, Dubai, Singapore and Melbourne.

The Portuguese capital stands out as an affordable luxury destination,” combining excellent infrastructure with more competitive prices”. According to the report, Lisbon offers a cosmopolitan European lifestyle at a significantly lower cost than other metropolises such as London or Paris, creating exceptional conditions to attract foreign investment.

Emerging trends

Although luxury investors are not directly affected by global economic fluctuations, the demand for destinations where capital can be better monetised has become a key factor in the purchasing decision.

The report highlights that by 2025, high-net-worth individuals are prioritising locations where their capital can be optimised, allowing them to maintain or enhance their lifestyle while maximising investments. In this context, Lisbon stands out as a destination of excellence, being a prominent example of this trend by combining a growing real estate market with a more affordable cost of living.

Despite the appreciation of the real estate market in recent years, the city maintains more affordable property prices, as well as a more competitive daily cost of living, making it a highly attractive alternative for international buyers.

"The luxury real estate market is evolving and buyers are increasingly focused on maximizing the value of their investment, without compromising on quality of life. At Coldwell Banker, we have seen an increase in demand for properties that combine exclusivity, comfort and a strong potential for continued appreciation. Our clients – from foreign investors to highly qualified professionals and Portuguese entrepreneurs – are looking for more than just a home; they are looking for a lifestyle aligned with their aspirations", says Frederico Abecassis, CEO of Coldwell Banker Portugal.

Reflecting this growth trend in the luxury market, in line with international demand, Coldwell Banker Portugal has been cementing its presence in this segment, registering in 2024 an average sales ticket, under the Coldwell Banker Global Luxury banner, of €1,695,385, surpassing the €1,542,237 of the previous year.

“Lisbon, as well as other Portuguese cities, continues to attract international investors seeking sophistication, stability and an excellent real estate offering at more competitive prices than in other European capitals. Portugal stands out not only for the value for money of its luxury properties but also for its safety, mild climate and excellent cultural and gastronomic offerings. We are prepared to continue offering a personalised and specialised service, ensuring that our clients find investment opportunities aligned with their expectations and financial objectives”, concludes the CEO of Coldwell Banker Portugal.