Eastern Europe Emerges as Luxury Real Estate Frontier, Forbes Global Properties CEO

Written by:

Steve Marcinuk

Date:

15 Aug 2025

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Eastern Europe is emerging as an unexpected hotspot in the global luxury real estate landscape, with Romania leading the charge, according to a leading industry expert.

“Romania has just been a very robust environment, 25 years as a developing country now, and the infrastructure there and the population looks amazing,” says Michael Jalbert, CEO of Forbes Global Properties. This assessment marks a significant shift in how the global luxury market views Eastern European opportunities.

The Coastal Renaissance

Beyond Romania, Jalbert points to dramatic developments along the Adriatic coast. “When you think of places like Albania and Montenegro, the coastline is just developed,” he notes, highlighting how these markets are attracting increased attention from international luxury buyers.

This coastal development represents more than just new construction, it signals these markets’ evolution into legitimate luxury destinations that can compete with traditional European hotspots.

Changing Buyer Priorities

According to Jalbert, today’s global luxury buyers have specific requirements that these emerging markets are increasingly able to meet. “They want product that’s complete. They want it to be safe. Sometimes space, sometimes multiple offices, beautiful gardens, access to water, great infrastructure,” he explains.

Safety and security have become paramount concerns. “They want to make sure that not only is the property a good investment, but it’s in an area that they feel comfortable, whether it’s security,” Jalbert notes, suggesting that Eastern European markets are successfully addressing these concerns.

The Greek Example

The evolution of the Greek market offers a template for understanding Eastern Europe’s potential. “Greece would be a great example where I think for decades, about 75-80% of international buyers buying in Greece were Europeans,” Jalbert says.

However, that demographic has shifted significantly. “It’s much more diversified across Europe, France, and North Americans,” he notes, adding that Greece has become ‘a great destination to invest in.’

The Remote Work Factor

This market evolution is being accelerated by changing work patterns. Jalbert points to buyers’ ‘ability to work anywhere in the world’ as a key driver of interest in these emerging markets.

“In today’s world, with the digital entrepreneur, the transference of wealth, we find high net worth buyers really traveling to grow would be global,” he explains. “It would be unusual for someone to have the beautiful home in London, mobile farm in Tuscany, and a townhouse in Tokyo. And at each of those locations, they carry on with their life, they carry on with their business.”

Looking Forward

As Forbes Global Properties continues its global expansion, Eastern Europe figures prominently in their plans. “We’re very active now in discussions in South America, recently fabulous memory Tokyo to Japan. That relationship looks like it’s going to expand into Singapore, perhaps even Shanghai,” Jalbert says, suggesting that Eastern European markets will play an increasingly important role in the global luxury real estate landscape.

The transformation of these markets represents more than just new development, it signals a broader shift in how global luxury buyers view opportunity and value in real estate investment.