While much of the world talks about digital nomads and remote work hubs, there’s a quieter trend unfolding: wealthy Americans are moving to small, lesser-known European towns—not for a vacation, but for a complete lifestyle overhaul. These are not the usual suspects like Paris, Rome, or Barcelona. Instead, these towns are charming, under-the-radar, and offer the luxury of space, culture, and calm that the fast-paced American life often lacks.
Rising living costs in the U.S., growing political divisions, and a desire for a more balanced way of living are pushing affluent Americans to places where quality of life is high and the pace is slower. From medieval villages in France to coastal retreats in Portugal, these towns offer rich culture, access to excellent food and healthcare, and a sense of community money can’t buy in many U.S. cities.
In this post, we reveal 15 picturesque towns across Europe where wealthy Americans are quietly settling down, renovating old villas, sipping wine in cobblestone squares, and, in many cases, embracing a new way of life. If you’re looking for your own fresh start—or just want to understand the movement—read on.
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Read here how to pack for Europe and Best eSIM for Europe
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Why Rich Americans Are Moving to These Towns
Cost of Living: Many European towns offer luxury at a fraction of the cost of living in major U.S. cities.
Work-Life Balance: Europeans prioritize quality of life, with shorter workweeks and more vacation time.
Cultural Appeal: Rich history, world-class cuisine, and stunning architecture attract those seeking enrichment.
Healthcare and Education: Affordable and accessible systems add to the allure.
Privacy and Exclusivity: Smaller towns provide tranquility and escape from the hustle and bustle.
Quick Easy Tips
Start with residency-friendly countries: Portugal, Spain, and Italy offer accessible residency options for retirees or investors.
Go off the beaten path: Skip major cities and research smaller towns with excellent infrastructure and proximity to airports or larger hubs.
Use local experts: Hiring a local lawyer or real estate agent is essential for navigating property purchases and visas.
While this migration may seem romantic and even admirable, it’s not without backlash. In some towns, locals are increasingly concerned that American buyers are driving up real estate prices and unintentionally gentrifying small communities. What’s a “bargain” for a wealthy expat may be unaffordable for the average local family.
There’s also growing discomfort about cultural detachment. Some expats form bubbles—buying homes, importing goods, and speaking only English—without making a real effort to integrate. This can erode local culture or create subtle tensions between newcomers and longtime residents.
Even tax advantages and “golden visa” programs are sparking debate. Critics argue they turn residency and citizenship into tools for the privileged, while younger locals face rising unemployment, housing shortages, and slower economic recovery. So while many of these towns welcome the investment, the long-term effects remain hotly debated.
1. Cascais, Portugal
Close proximity to Lisbon while offering luxury seaside living.
Mild climate and excellent golf courses.
Golden Visa program attracts investors.
Highlights:
Stunning Atlantic beaches, vibrant cultural scene, and upscale dining.
2. Lucca, Italy
Why They’re Moving:
A quieter alternative to Florence with a well-preserved medieval atmosphere.
Proximity to Tuscany’s wine country.
Affordable yet luxurious properties.
Highlights:
Tree-lined walls, cobblestone streets, and world-class cuisine.
3. Aix-en-Provence, France
Why They’re Moving:
A picturesque, smaller city in the Provence region with an artistic heritage.
Warm Mediterranean climate.
A hub for culture and luxury.
Highlights:
Lavender fields, local markets, and charming fountains.
4. Marbella, Spain
Why They’re Moving:
Known for luxury living and vibrant nightlife.
High-end real estate options and a large expat community.
Great weather year-round.
Highlights:
Beaches, yacht-filled marinas, and Michelin-starred restaurants.
5. Annecy, France
Nicknamed the “Venice of the Alps” for its canals and lakeside views.
A tranquil alternative to Paris with excellent outdoor activities.
Proximity to ski resorts and hiking trails.
Highlights:
Crystal-clear lake, medieval streets, and alpine scenery.
6. San Sebastián, Spain
Why They’re Moving:
A gastronomic paradise with more Michelin-starred restaurants per capita than anywhere else in Europe.
Beautiful beaches and a relaxed atmosphere.
A blend of culture and exclusivity.
Highlights:
La Concha Beach, Basque cuisine, and local festivals.
7. Lake Como, Italy
Famous for its luxurious villas and breathtaking lake views.
Peaceful lifestyle with proximity to Milan.
Exclusive yet welcoming to expats.
Highlights:
Stunning lakefront properties, mountain hikes, and quaint villages.
8. Gstaad, Switzerland
Why They’re Moving:
A top destination for wealthy individuals seeking privacy and exclusivity.
Renowned ski resorts and luxurious chalets.
No wealth tax for foreigners in certain cantons.
Highlights:
Snow-capped peaks, world-class skiing, and luxury shopping.
9. Bruges, Belgium
Why They’re Moving:
A fairy-tale town with cobblestone streets and picturesque canals.
Easy access to major European cities like Brussels and Paris.
Quiet, upscale living with rich history.
Highlights:
Medieval architecture, artisan chocolate shops, and cultural events.
10. Chamonix, France
Why They’re Moving:
A haven for outdoor enthusiasts, particularly skiers and mountaineers.
Breathtaking views of Mont Blanc.
Luxurious chalets and a serene alpine lifestyle.
Highlights:
High-end ski resorts, hiking trails, and spa retreats.
11. Sintra, Portugal
Why They’re Moving:
A UNESCO World Heritage Site known for its palaces and lush greenery.
Proximity to Lisbon yet removed from the hustle.
Enchanting landscapes and quiet luxury.
Highlights:
Palácio da Pena, mystical gardens, and historic mansions.
12. Valldemossa, Mallorca, Spain
Why They’re Moving:
A picturesque village offering Mediterranean charm and privacy.
Ideal for those seeking a quiet life away from crowded cities.
Exquisite real estate with sea views.
Highlights:
Stone houses, lush landscapes, and proximity to Palma.
13. Bath, England
Why They’re Moving:
Known for its Roman baths and Georgian architecture.
A quintessential English town with proximity to London.
High-end housing in a peaceful environment.
Highlights:
Historic sites, boutique shops, and countryside tranquility.
14. Heidelberg, Germany
Why They’re Moving:
A romantic town with a rich history and stunning river views.
Excellent schools and high-quality healthcare.
A laid-back yet refined lifestyle.
Highlights:
Heidelberg Castle, Neckar River, and charming old town.
15. Dubrovnik, Croatia
Why They’re Moving:
A historic coastal city with stunning Adriatic views.
Growing reputation as a luxury destination.
Affordable real estate compared to Western Europe.
Highlights:
Medieval walls, crystal-clear waters, and island-hopping adventures.
Final Thoughts
Still, there’s no denying the appeal of this trend. For Americans with the means, these European towns offer something money can’t always buy in the U.S.: peace, beauty, and a sense of rootedness. In a time where life feels increasingly rushed and digital, the old-world rhythm of Europe is deeply attractive.
But moving abroad isn’t just about buying a home—it’s about respecting and participating in local life. Learning the language, supporting local businesses, and understanding cultural nuances can turn an outsider into a true part of the community.
Whether you’re dreaming of a new life abroad or just curious about where the well-heeled are heading, these 15 towns offer a glimpse of what it means to trade status for simplicity—and luxury for authenticity.
About the Author: Ruben, co-founder of Gamintraveler.com since 2014, is a seasoned traveler from Spain who has explored over 100 countries since 2009. Known for his extensive travel adventures across South America, Europe, the US, Australia, New Zealand, Asia, and Africa, Ruben combines his passion for adventurous yet sustainable living with his love for cycling, highlighted by his remarkable 5-month bicycle journey from Spain to Norway. He currently resides in Spain, where he continues sharing his travel experiences with his partner, Rachel, and their son, Han.
Jan
Saturday 12th of April 2025
St Lucia Lass Americans