Luxury Real Estate: The French Riviera Is Drawing Buyers to Hyères, Bandol, and Sanary

Sales of 70 million euros in Provence-Alpes-Côte d'Azur since January, an average transaction value of 1.628 million euros, and prices of up to 15,000 euros per square meter in Cap d'Antibes: pressure on historic areas is shifting demand toward a second tier of coastal locations where prices are 20 to 30 percent lower.
 

The traditional real estate market has stabilized, while the luxury and ultra-luxury segments remain unaffected by the downturn. This is the assessment made by Kretz Real Estate in mid-2026 regarding the coastline of the Provence-Alpes-Côte d'Azur region, which has become one of France’s most dynamic areas in this segment. Since the beginning of the year, the total value of sales made by the agency in the PACA region has reached 70 million euros—accounting for nearly 20% of its business—with an average transaction value of 1.628 million euros, up from 2025.
 

The regional focus of the high-end market is evident in the figures provided by the agency: the region accounts for 40% of ultra-luxury transactions in France—primarily in the Alpes-Maritimes, Var, and Bouches-du-Rhône departments—and represents 27.6% of its overall property portfolio. Nearly 10% of the incoming inquiries it receives are for the Provence-Alpes-Côte d’Azur (PACA) region.
 

Up to 15,000 euros per square meter, and a steady rise in the Var
The pressure on prices stems from a simple equation: a structural scarcity of land coupled with unrelenting demand. In the most upscale areas, such as Antibes and Cap d’Antibes, prices reach 15,000 euros per square meter. In the Var, prices have risen by 12% over five years and by nearly 30% over ten years, according to data compiled by the agency from Meilleurs Agents, SeLoger, and notaries in the Provence-Alpes-Côte d’Azur (PACA) region.
The market has nonetheless become more selective. The best-located properties (ocean view, rare location, high-end amenities) sell quickly, while others take longer to find buyers. The ocean view remains the most decisive factor and continues to command a significantly higher price than a comparable property without one. For a seller, the price difference between two neighboring properties can thus come down to just a few degrees of orientation.
 

It is this tension that is driving the most interesting trend of the semester: a shift in demand toward towns that were previously considered less desirable. Hyères, Bandol, Sanary-sur-Mer, Bormes-les-Mimosas, Le Lavandou, Carry-le-Rouet, Sausset-les-Pins: in these markets, prices can be 20 to 30 percent lower than in ultra-prime locations such as Cannes, Saint-Tropez, or Cap d’Antibes. This price difference means that, for the same budget, buyers can acquire more space, more land, or a level of amenities unmatched just fifteen kilometers away.
 

A second coastal belt emerging as a market in its own right
Sales since January are now spread across the Marseille metropolitan area, the Var and Côte d’Azur coastlines, and the hinterland—confirming the market’s expansion beyond its traditional areas. The Bouches-du-Rhône, Alpes-Maritimes, and Var departments alone account for nearly 25% of the agency’s active portfolio. Proximity to the Nice and Marseille airports remains a key factor for this clientele. Several recent transactions illustrate this momentum, notably in Hyères, Le Castellet, and Saint-Cyr-sur-Mer, where an architect-designed villa listed at 8 million euros attracted two offers at the asking price.
 

The clientele remains predominantly French, but with a strong international presence: depending on the market, foreign buyers can account for up to 40% of transactions, making the French Riviera the most international market in France after Paris. The most common nationalities are Americans, British, Germans, Canadians, as well as Swiss and Belgians.
 

Expectations, however, have changed. Beyond ocean views and location, buyers are looking for properties with character—properties with “soul,” imbued with history and a strong identity. “These areas, which are more accessible, are now seeing some of the sharpest price increases because they meet a new set of expectations: greater utility, a higher quality of life, and greater investment potential,” explains Alexandre Bruneau, CEO of Kretz Real Estate. Remote work, more frequent stays, and a desire for outdoor spaces and a preserved environment: the Côte d’Azur vacation home is evolving into a secondary residence, which is changing both the criteria for purchase and the length of ownership.