There is a marked increase in interest from buyers under the age of 40, who bring a new philosophy and different demands to the real estate market, according to Ms. Korina Saia, CEO of Premier Realty. One of the most notable features is the shift in investment logic. While in the past investors primarily focused on yields from short-term rentals, the new generation is concentrating on long-term capital appreciation and wealth preservation.
It is estimated that 60% to 70% of buyers under 40 invest with the goal of increasing value over the next decade, while only 30% to 40% continue to prioritize rental income. Returns have been limited, but capital appreciation is strengthening, and this has changed the way younger buyers perceive the market. This shift signals the maturation of the luxury housing market, with investors now focusing more on stability, quality, and enduring value, Ms. Saia notes.
This group’s activity primarily targets luxury homes with sea views and high specifications, with investments ranging from €1,000,000 to over €5,000,000. Simultaneously, as prices rise in central Riviera locations, there is a noticeable shift towards more southern and remote areas such as Anavyssos, Sounio, and Lavreotiki, where investors see greater potential for future capital appreciation.
According to Premier Realty’s estimates, currently about 1 in 4 investors (20-25%) in the Athenian Riviera belong to this age group, compared to just 8%-10% five years ago.
Specifically, in 2018, the overwhelming majority of investors, approximately 90%, were over 40 years old, while only 9% were under 40. Six years later, in 2024, the situation has changed significantly. Investors over 40 remain the majority but their share decreases to around 75%, while the proportion of younger investors under 40 increases substantially to approximately 25%. This change reflects the Athenian Riviera market’s growing appeal to younger individuals, indicating a trend of renewal and broadening of the investor base. This transformation is no coincidence. Younger generations, more flexible and internationally oriented, view real estate not only as a home but also as an investment tool and lifestyle choice.
There is also a strong preference for energy-efficient and smart homes: younger investors seek projects 30%-40% more often that feature photovoltaics, thermal insulation, and a low environmental footprint. The most popular categories are luxury apartments or maisonettes priced between €7,500 and €12,000 per square meter, with peaks above €13,000 per square meter in seaside locations.
Remote work has also influenced demand. Professionals in technology and services seek permanent or vacation homes that combine remote work capabilities with coastal living. The new generation of investors is reshaping the real estate landscape. They seek not only luxury but lasting value, Ms. Saia says. The Athenian Riviera is evolving into one of the most dynamic destinations in the Mediterranean, combining international interest, quality of life, and long-term value stability.
