Wealthy British investors are emerging as one of the most significant international forces in Greece’s luxury property market according to a new survey of ultra-high-net-worth individuals conducted by Greece Sotheby’s International Realty.
The research – the first of its kind to directly canvass high-net-worth and ultra-high-net-worth buyers active in Greece – found that UK buyers account for 10% of international demand, placing Britain second only to the United States among overseas investors.
The findings highlight Greece’s growing appeal as a long-term lifestyle and capital destination for UK wealth following years of political and economic uncertainty at home.
More than 250 respondents from over 30 countries took part in the survey, drawn from a pre-qualified database of buyers and sellers with proven interest in Greek luxury property. Two-thirds of respondents were international buyers, with 63% saying they were very likely, likely or definitely planning to purchase property in Greece.
CAUTIOUS BUT COMMITTED
British respondents were characterised as cautious but committed. While Brexit-related uncertainty continues to influence sentiment, the survey found that Greece is increasingly viewed by UK investors as a potential safe haven, offering political stability, lifestyle appeal and improving institutional frameworks.
Most British buyers operate in the €2–5 million range, positioning them firmly within the upper tier of the market rather than the speculative fringe.
Preferred locations for UK investors include the Cyclades, the Athens Riviera and the Peloponnese, combining international brand recognition with accessibility and long-term value.
The research suggests British buyers are typically motivated by a balance of lifestyle and capital preservation, rather than short-term price movements.
ECONOMIC CONFIDENCE
Overall confidence in Greece remains strong. Across all respondents, 83% expect the Greek economy to remain stable or improve over the next year, while 73% anticipate property prices will either rise or hold steady.
Despite this optimism, Greece remains a relatively small player in transactional terms, with annual luxury property volumes estimated at €800m–€1bn, less than 2% of the wider €50bn Mediterranean luxury market.
That gap, however, is narrowing.
More than half of international buyers considering Greece are also weighing up Italy, France or Spain, placing the country firmly among the Mediterranean’s established luxury destinations.
Price convergence with mature markets is already evident in prime areas such as Mykonos and the Athens Riviera.
The survey concludes that sustaining British investment will depend on continued regulatory stability, transparent taxation and the expansion of high-quality supply – factors UK buyers increasingly prioritise as they seek certainty alongside sun, culture and long-term value.
HIGH-END DESTINATION
Savvas Savvaidis, President and Chief Executive, Greece Sotheby’s International Realty, says: “Over the past 10 years, Greece’s luxury and ultra-luxury real estate sector has evolved from a marginal niche into an increasingly important economic driver and a source of prestige for the country.
“Tourism growth, upgraded infrastructure, and Greece’s rising international profile as both an authentic and high-end destination have transformed the landscape.
“Between September 4 and 22, 2025, we gathered more than 250 completed responses, an unprecedented figure given the rarity of this audience.
“These participants were not random. They were drawn from a carefully built database of 14,300 qualified subscribers, developed over the course of a decade, each with proven interest as buyers or sellers in Greek luxury real estate.”
THE WORLD’S WEALTHIEST
He adds: “Among them, 10% reported a budget above €10 million, placing them firmly within the ranks of the world’s centi-millionaires.”
“The fact that so many from this rarefied group chose to share their views with us is in itself groundbreaking. It underlines not only the strength of Greece as a destination but also the unique power of Sotheby’s International Realty to reach, engage, and earn the trust of the world’s wealthiest.”
