Foreign Buyers Flock to Franschhoek as Luxury Demand Surges

High-end properties in the scenic Franschhoek Valley are attracting a wave of international buyers, with homes, hotels, and wine estates fetching premium prices and selling within days, often without any formal marketing.

Renowned globally for its breathtaking landscapes, fine wine, gourmet cuisine, and art and wellness culture, Franschhoek has cemented its status as a top-tier destination for affluent foreign investors. Currently, international buyers account for approximately 32% of all luxury property sales in the area.

“We recently concluded the sale of a family home to a British buyer for R20.1 million, and have since been appointed to market a R150-million award-winning wine estate and a luxury hospitality venue valued just under R100 million,” says Mandy Van Jaarsveldt, Agency Manager for Jawitz Properties in the Franschhoek, Paarl & Wellington region.

Strong demand from Europe and the UK

Properties in the R18 million to R30 million range, especially those offering five or more bedrooms, are in particularly high demand among buyers from the UK and Europe. These purchasers are increasingly seeking a permanent or seasonal home in South Africa to escape the harsh winters of the Northern Hemisphere.

Recent sales have included homes purchased by German nationals in the R20 million to R24.5 million range, as well as other acquisitions between R25 million and R38 million by buyers from Switzerland, the Netherlands, and the UK.

A new generation of ‘Swallows’

Van Jaarsveldt notes a noticeable shift in the profile of seasonal international buyers, traditionally known as “swallows.”

“As international travel becomes more challenging for the 65-and-older crowd, we’re seeing a younger demographic—aged 35 to 49—emerging as the dominant force in the R18 million-plus market,” she explains.

Unmatched Value for Money

What sets Franschhoek apart, says Van Jaarsveldt, is the unparalleled value on offer. With most international deals concluded in cash, estimated at around 90% of transactions, foreign buyers benefit immensely from the favourable rand exchange rate.

“The cost of purchasing and renovating luxury properties in South Africa is among the lowest globally,” she says. “Combined with the region’s natural beauty, excellent climate, top-tier estates, and overall quality of life, Franschhoek offers a lifestyle and investment value that’s hard to beat—even when compared to iconic locations like Cape Town’s Atlantic Seaboard.”

This local surge mirrors broader market dynamics. According to Statistics South Africa, the Western Cape led the country in residential property inflation at 8.7% in January 2025, well above the national average of 5.2%.

In fact, property values in the province have soared by over 30% since December 2020, making it the second-fastest-growing region in South Africa, closely tied with the North West province.

“This kind of sustained growth highlights just how attractive the Western Cape, and particularly Franschhoek, has become for long-term investment,” adds Van Jaarsveldt.

Infrastructure boost adds further appeal

Franschhoek’s growing appeal is further bolstered by large-scale infrastructure upgrades, including the upcoming Winelands Airport, set to launch in 2026, and significant improvements to the local road network.

“Properties are achieving record-breaking sale prices in record time, often without even being listed,” says Van Jaarsveldt. “Many high-net-worth sellers prefer discreet, off-market transactions, and thanks to our global network, these deals are often wrapped up in a matter of days.”

A prime time to sell

With international demand showing no signs of slowing down, Van Jaarsveldt says this may be the perfect moment for local property owners to explore their options.

“As global buyers continue to seek out unique, luxury homes in this extraordinary valley, sellers are in a strong position to secure exceptional returns,” she concludes.