Real estate

Looking for a second home in Asia? Leading property experts share their insights into the thriving holiday market

Interviews by Annie Asistio

With expert insights from top prestige agents in four global markets, Boulevard dips a toe into the world’s most desirable second-home destinations.

Sunshine Coast, Australia

By Christine Mount, Founder of Luxe Coastal Property Buyers

As a holiday destination, Noosa and the Sunshine Coast in Queensland, Australia, generally are becoming more renowned—and more in-demand year-round. Previously, peak periods were mainly the September and Christmas school holidays, with some downtime in between. This shift is partly due to a growing number of full-time residents, but it also reflects the rising demand for wellness-led destinations. As a UNESCO biosphere, Noosa has benefited from tourism marketing that emphasises sustainability and wellbeing, such as conservation initiatives, coastal protection programmes, wellness retreats and eco-tourism, further elevating its global profile.

A pavilion-style Noosa hinterlands compound in Beckmans Rd, Sunshine Coast, Australia.

Buyer interest is also being shaped by geography. Many are drawn to the contrast between beachfront and coastal properties, and the quieter hinterland enclaves. Traditionally, the latter was more closely associated with Byron Bay or the Gold Coast, but buyers are increasingly recognising that the Noosa hinterland offers the same appeal—and in some cases more. It is slower-paced, more affordable, and still just a 20-minute drive from the beach. Here, buyers can find resort-style homes with a strong focus on wellness, without sacrificing access to town amenities.

As a result, for destination buyers, it’s not a question of hinterland versus coast or waterfront. Often, it’s the same buyer ultimately seeking a distinctive property that can be enjoyed across multiple generations.

Phuket & Koh Samui, Thailand

By Felix Desjardins, Head of Acquisitions for Phuket & Koh Samui of List Sotheby’s Intl Realty

For many buyers, acquiring a prime oceanfront villa in Thailand is a way to bring family and friends together. In an era where families are often spread across multiple countries—children studying abroad, parents working internationally, grandparents remaining at home—having a place that unites everyone has become increasingly valuable.

A cliffside villa with panoramic sea views in Koh Samui, Thailand.

At the ultra-prime end of the market, this demand is driven largely by international buyers. At the same time, a growing number of Thai investors—particularly those who feel overexposed to the Bangkok market—are turning their attention to Phuket and Koh Samui as alternative destinations to deploy capital, often with the intention of using these homes as long-term holiday residences.

Many of my clients are “home collectors”—individuals who maintain multiple residences around the world. For them, acquiring property in Thailand is primarily a lifestyle choice rather than a purely financial decision, centred on how and where they spend time with family. Capital preservation remains part of the equation, however, as owning one of these scarce assets also satisfies the investor side of their mindset. In this context, Thailand serves as a natural soft landing, offering families a seamless balance between lifestyle and long-term value.

Danang, Vietnam

By Marc Townsend, Senior Advisor of Arcadia Consulting

Vietnam is emerging as a compelling market for holiday homes, particularly in Danang, where buyers are willing to pay millions for premium villas, including developments like the Mandarin Oriental. The appeal isn’t the classic tropical beach—it’s a base for a distinctive coastal escape.

While Vietnam’s coastline lacks the widespread white sand of the Philippines or Thailand, it offers a distinct mix of holiday homes along Danang, Hoi An and Nha Trang, from contemporary beachfront villas and hillside residences, to resort-integrated estates shaped by working harbours, rocky shores, abundant seafood and a vibrant local culture.

Mandarin Oriental Residences, Danang, Vietnam

The Residences at Mandarin Oriental in Danang, Vietnam.

The market is new and growing. Hostel group Mad Monkey records that among younger travellers, Vietnam is a top destination. Demand is high, but quality properties are scarce, presenting both an opportunity and challenge for holiday-home buyers seeking something different from Phuket or Bangkok.

These buyers want more than relaxation—they’re seeking fitness centres, better dining and active, engaging experiences.

Dubai, United Arab Emirates

By Aston Edwards, Principal Consultant of Savills UAE

In Dubai, there are many attractive areas for buyers seeking a holiday home or a permanent residence, depending on their lifestyle preferences. In the luxury segment, buyers often focus on the property itself rather than the community, willing to compromise on location if a home meets expectations in design, space and amenities.

Three prime locations stand out. Dubai Hills Estate, built by one of Dubai’s top developers, Emaar Properties, is a vast golf course community featuring apartments, townhouses, villas and luxury mansions. Palm Jumeirah remains popular for its waterfront villas and apartments, with recent additions like the mall and West Beach—a strip of beach clubs offering fitness, leisure and dining options. And La Mer, a newer community closer to Burj Khalifa, is a top choice among high-end buyers because of its custom-built villas and stunning sea views.

Armani Hotels in Dubai, United Arab Emirates.

Other areas remain desirable depending on buyers’ preferences. The influx of reputable local contractors and interior designers has introduced a contemporary aesthetic to luxury homes across the city.

While many seek a holiday home, Dubai also offers lifestyle and investment opportunities, with premium developments appealing for potential returns. Ultimately, most buyers prioritise a beautiful home that is spacious, luxurious and carefully designed.

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