Decades have passed since Alicante’s real estate scene began expanding far beyond its borders. Buyers and investors once came from distant corners of Europe, seeking homes and opportunities, while others from Russia and Iceland appeared in the broader statistics. In a market where foreigners have typically held a dominant share in the nearby areas, the province’s real estate sector accounted for a sizable portion of activity. This shift prompted business leaders to push further and actively pursue the North American market as well.
With this vision in mind, the Provincial Supporters Association (Provia) outlined a long‑term plan to promote in the United States next year, aiming to diversify business horizons and broaden its international buyer base. “The market holds vast potential and has shown rising interest in Spain and Europe,” stated the organization’s general secretary. “For us, it represents a promising opportunity,” said Jesus Ros.
Ros notes that the appeal extends beyond the traditional residential tourism client on the Costa Blanca. The rise of remote work allows professionals to spend extended periods away from their usual homes, potentially facilitating a new wave of buyers to the Mediterranean region. Alicante’s location also makes it a convenient hub for those traveling across Europe for business or other purposes, with good air links serving as a solid base for such stays.
cruise speed
In recent years Provia has intensified efforts to expand the international buyer pool for the Costa Blanca. Buyers come from beyond the region’s traditional markets, with the United Kingdom and Scandinavian countries still present, but Belgium, the Netherlands, Germany and Poland have grown to become major players in their own right. Some cases even show these markets rivaling or surpassing prior demand.
“The markets where we have made significant efforts are shifting on their own, so now is a favorable time to explore the United States, albeit with substantial dedication,” explained Jesualdo Ros.
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Promoters from the employers’ association have begun gathering data from ICEX and platforms such as Airbnb to refine their attraction strategies. They’ve identified the states with the strongest interest in Alicante and have focused travel considerations on California, Texas, Florida, New York, and Ohio.
Initial outreach has begun with several real estate brokers associations to map the best approach for entering the U.S. market. The final strategy details are expected in the coming weeks.
tourist exploitation
Jesualdo Ros emphasizes that American buyers pursue a variety of motives for a second home in the Mediterranean. Some buyers aim to spend several weeks a year in the region and rent the property for tourism during the rest of the year. This investment model mirrors common patterns seen in other markets, such as the Mexican Caribbean.
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Before the pandemic, American visitors to Spain numbered between 1.2 and 3.3 million annually, with Alicante representing about 2 percent of that total, roughly 70,000 visitors in 2019. The effects of travel restrictions during the pandemic dampened these numbers, and recovery has been gradual.
Importance of direct air links
One of the pivotal steps in advancing Alicante’s plans to attract North American buyers is securing direct air connections to the United States. This is a challenging objective, and other major destinations like Tenerife, Mallorca, and Malaga are pursuing similar routes. Presently, requests have been lodged in various forums and through the CEV employers’ association to encourage administrations to facilitate these connections. A recent conference highlighted the potential for language tourism and establishing Alicante as a cruise hub, with industry estimates suggesting a need for one or two weekly flights between El Altet and the United States.
Considering that more than 60% of newly built homes in the province are bought by foreign buyers, developers remain keen on diversifying their buyer sources to sustain growth.