Alicante is the only market on the axis where the resident buyer and the foreign buyer weigh almost the same within the same development. That forces you to build a channel that speaks two commercial languages at once, and almost nobody does.
Coastline of the province of Alicante. Stock photograph, not a development marketed by HolaDomus.
One market figure, with its source
43.29 %
of all home purchases in the province of Alicante were made by a foreign buyer in the third quarter of 2025.
13.58 %
is the Spanish average for the same quarter. Alicante is three times the national figure.
Every market figure on this site carries its source beside it, and this one is no exception. The scenarios with numbers on some pages are calculations, not results: they always separate the published figure from our own assumption. We do not publish client results that are not our own.
New build in Alicante city is not a holiday product. In Playa de San Juan, around the Albufereta and in the inland schemes of the city, a good share of the units sell to residents: families trading up, professionals relocating, and buyers from the rest of Spain looking for a second home with a real city behind it rather than a resort.
At the same time, the province is the most active foreign residential destination in Spain, and that buyer reaches the capital too, attracted by exactly what the pure coast lacks: hospitals, schools, an airport twenty minutes away and a city that works twelve months a year.
The commercial consequence is awkward: the same development addresses two buyers who value opposite things. The resident cares about the neighbourhood, the school and the parking space. The foreign buyer cares about annual costs, the real distance to the beach and what happens after completion. A website with a single pitch leaves out half the market.
What changes here
Four decisions specific to the Alicante market
They are what separates marketing that understands this city from a template applied to any town on the coast.
Spanish is a selling language, not the default
In the Vega Baja, Spanish is close to a formality. Here it is a full commercial channel with its own search demand and its own content, competing against national developers.
The city is part of the product
An Alicante buyer buys a neighbourhood as much as a home. The website has to explain the surroundings with proper names and real distances, not with brochure adjectives.
Competition is about brand, not only price
National developers operate in the capital with budget and a recognised name. Competing on price against them is losing; competing on clarity, complete information and fast answers is possible.
The airport is a measurable argument
Alicante-Elche is the gateway to the whole axis and the first logistical question a foreign buyer asks. It is a figure to be written in real minutes, not in impressions.
The area
Alicante and its belt
Alicante
Playa de San Juan
La Albufereta
Cabo de las Huertas
Vistahermosa
San Vicente del Raspeig
El Campello
Mutxamel
Sant Joan d’Alacant
Costa Blanca
These are not interchangeable markets. A development in Playa de San Juan competes in the search for a second home with a sea view; one in San Vicente del Raspeig competes in the search for a first home next to the university. Positioning is written on that difference, not on the word Alicante repeated.
The work
How a development is marketed here
01
An inventory in Spanish and in English
We search for the development from inside Spain and from abroad, because the results do not match. Almost always it shows up well in one and does not exist in the other.
02
A website with two commercial entrances
The same development explained for the resident and for the foreign buyer, without two websites and without lukewarm copy that convinces neither.
03
Languages in order of real weight
In the capital the usual order starts with Spanish and English, and the rest open according to product and price, not to complete a list.
04
Acquisition split between national and international
Two different calendars: the Spanish buyer moves all year, the foreign one concentrates in the decision season.
And in practice
What gets built, whichever town it is
The market changes the order and the weight of each piece, but the pieces are the same in all four.
Is a multilingual site really needed in Alicante city?
Less than on the southern coast, but yes. The share of foreign buyers in the province is high and it reaches the capital too. The sensible approach here is to open fewer languages and do them better, starting with English.
We compete against large national developers. Does this make sense?
Precisely because of that. You do not win on media budget, you win on complete information and speed of response, which is where large structures tend to be slow.
What if the development is in the metropolitan area and not the capital?
The search changes, not the method. San Vicente, El Campello and Mutxamel have their own demand and are better positioned under their own name than diluted inside the word Alicante.
Tell us about your development in Alicante
Name, neighbourhood or municipality, number of units and stage of the works. With that we look at how it is seen today from Spain and from abroad, and show you.
