Where would you purchase your next home if you had $30 million or more?
Moving away from classic playgrounds like Monaco and Saint-Tropez and toward a new group of towns that combine luxury, investment potential, and strategic advantages is the solution for an increasing number of the world’s ultra-wealthy.
According to a recent Altrata wealth research published by Business Insider, the top 20 locations worldwide in 2025 are those where people with a net worth of at least $30 million are most likely to purchase second houses.
Even though well-known cities like London and New York still have the most visitors, newer locations like Naples, Florida, Dubai, and Lisbon are catching on quickly.
To find patterns among around 480,000 ultra-high-net-worth individuals globally, Altrata analyzed verified profiles, property records, and relationship networks using its Wealth-X and RelSci databases.
As of July 2025, the data only includes privately held secondary properties; corporate holdings and primary houses are not included.
A second home is becoming more than just a getaway for these purchasers. It is a flexible asset that combines wealth preservation, tax diversification, and geopolitical flexibility with an affluent lifestyle.
“Real estate in rare or beautiful locations has the same characteristics as gold — except you can live in it and build memories,” said Jack Cotton, founding member of REALM and a veteran Sotheby’s International Realty broker. In today’s volatile climate, he added, third and even fourth homes are becoming safe stores of value.
Miami (13,211 ultra-wealthy second-home owners), New York (12,813), Los Angeles (8,640), San Francisco (6,477), and Naples, Florida (4,213) are the most popular locations in the US.
With 9,221 owners, London is the largest city outside of the United States. Beijing comes in second with 5,648, Hong Kong with 4,939, Singapore with 4,256, and Geneva with 1,745.
Due to its tax-friendly regulations and “golden visa” residence program, Dubai is ranked 10th in the globe, with 1,288 of the wealthiest people in the world owning second homes there.
Geneva and Zurich, on the other hand, provide a combination of seclusion, security, and easy access to prestigious schools and outdoor activities.
With its cosmopolitan appeal and reasonably priced luxury housing, Lisbon, which is ranked 23rd in the world, has been a rising star among US purchasers. This is made possible by an investment-linked residency program that is comparable to Dubai’s, though Portugal recently closed that road to relieve housing constraints.