It’s not freezing in Chicago, nor crowded in New York. Florida is where Alicante supporters are tuning into the US market. The idea is to buy a second home along the Costa Blanca, aligning with a plan that business leaders are pursuing this year to diversify buyer origins. The goal is to create a durable foothold in this country as part of a strategy that broadens the mix of buyers and mirrors how industrial exporters expand into multiple markets. The province is increasing housing stock as part of this plan.
In the coming months, the Alicante Provincial Supporters Association (Provia) intends to host visits by nearly 40 real estate agents to the region. This North American region has shown a readiness to market properties in the Costa Blanca to its client base. Industry insiders often refer to these trips as product tours. The aim is for professionals to better understand the destination’s lifestyle, amenities, and the current housing options available.
Real estate shifts in Alicante are impacting foreign buyers
Provia’s general secretary, Jesualdo Ros, notes that Florida was not the first market considered under this strategy to attract North American buyers who began exploring options just before the pandemic. The region, particularly Miami, has long been a popular spot for residential tourism and retirement purchases. It was once seen more as competition than a seller’s lead.
But the marketing push here has gained strong traction among industry professionals. Ros points out that agencies in these networks not only cover the United States but also parts of Latin America, suggesting a path to redirect demand from other markets toward the Costa Blanca.
Since the early contacts have formed, Provia’s leadership has consistently praised the province’s appeal. The high quality of life, coupled with relatively affordable prices for the purchasing power in the region, makes Alicante a strong European hub. The Mediterranean image continues to attract North American buyers who see value in the area as a gateway to Europe.
Medium term outlook
Despite solid expectations, Ros emphasizes a medium- to long-term plan aimed at expanding markets such as Poland, already the fourth-largest market for Alicante’s real estate companies, as well as other European countries.
Provia also notes that a key factor for attracting Atlantic buyers is the potential to rent out property when not in use. They argue that regulatory looseness is preferable, while acknowledging possible tightening plans from the regional government that could limit tourist rentals. Any limits would likely focus on city centers and not affect areas with many second homes.
In the medium term, connections between the United States and Alicante are expected to deepen, with authorities urged to keep El Altet Airport top of mind as the link grows between the region and North America.
Alicante promoters anticipate a slowdown if tourist rentals tighten
Other markets
Provia also foresees a normalization in housing sales after a dip last year. On a country-by-country basis, Ros expects a continued upswing in the Polish market. Uncertainty in Ukraine and shifts in Nordic economies, along with Germany’s conditions, will shape this trend. In some cases buyers are seeking more affordable options in the Balearic Islands, and last year about 65% of new homes in the province were purchased by foreign buyers, according to notaries.
Companies are already seeing results. Provia’s efforts to open the market in the United States are bearing fruit, with North American buyers showing interest. A recent project, Polop Hills, saw North American buyers close several deals, illustrating a growing diversification of the customer base. The buying power of this group is often higher than the regional average, signaling a meaningful contribution to Alicante’s real estate market.