A Spanish coastal town on the northern Costa Blanca has been identified by a property specialist as an ideal destination for British buyers seeking sun, sea and comparatively affordable homes while avoiding the crowds associated with Spain’s busiest resorts.
Cameron Hamilton, director at 5 Real Estate, recommended Javea — known as Xàbia in Valencian — citing its mix of secluded beaches, pine-fringed coves and a historic small-town feel. The town of just over 30,000 residents offers international schools, healthcare, upmarket shops and a sizeable expatriate community, Hamilton said, adding that it draws visitors year-round from across Europe without suffering overtourism.
Hamilton highlighted Playa de la Granadella, a pebbled cove framed by pine forests, as one of the area’s standout spots for diving and snorkeling because of its clear waters and marine life. He said Playa del Arenal, the town’s sandier stretch, runs more than 300 metres and is lined with cafes and restaurants, while nearby coves offer quieter options for residents and visitors.
For prospective buyers, Hamilton said property options are varied and accessible. He put starting prices for beachfront apartments at about €145,000 (£125,500) and said hillside villas with sea views could be found from around €165,000 (£142,000). He also cited Javea’s mild year-round climate and Spain’s comparatively lower cost of living as attractions for retirees and those buying second homes. "Costa Blanca offers a blend of authentic Spanish culture and strong expatriate communities," Hamilton said. "There's a balance of exposure to a new lifestyle and access to a familiar community and social life. The healthcare system is also widely regarded as being of a very high standard and includes both public and private care."
The recommendation comes amid signs that some British travellers are rethinking Spain as their default holiday choice. New research by eSIM provider Slice Mobile, which polled more than 2,000 travellers across the UK, found that more than half of respondents avoided Spain this summer and that nearly eight in 10 said anti-tourist demonstrations in popular Spanish regions made the country less appealing.
The poll revealed a generational shift in destination choices. Younger travellers led the move away from Spain: 68 percent of Gen Z respondents and 62 percent of millennials reported ditching Spain this year, including 78 percent of 18- to 19-year-olds. By contrast, older travellers were more likely to choose established Mediterranean alternatives; the survey said many baby boomers opted for destinations such as the Amalfi Coast. Dubai and the United States attracted younger Britons as long-haul, aspirational alternatives, with Dubai the top choice for 27 percent of Gen Z compared with 2 percent of boomers, and the United States selected by 23 percent of Gen Z versus 6 percent of boomers.
Estate agents and local officials say the Costa Blanca, and towns such as Javea in particular, can appeal to buyers who want access to Spanish lifestyle amenities without the scale of tourism seen in some other coastal hotspots. Javea’s varied coastline — from sandy Arenal to the rockier, sheltered coves — combined with its green uplands, contributes to the town’s reputation for offering both leisure and quieter residential living.
Analysts caution that conditions in local housing markets can change and that factors such as taxes, residency rules and property maintenance should be considered by foreign buyers. Hamilton’s assessment focuses on lifestyle, community services and entry-level price points; prospective purchasers frequently consult local legal and financial advisers to complete purchases and to understand ongoing costs.
The Slice Mobile survey, and other travel-industry indicators, suggest that short-term destination preferences can shift rapidly in response to political demonstrations, environmental concerns and generational tastes. For buyers seeking to relocate or invest, towns that combine amenities, relative affordability and smaller visitor numbers, like Javea, are being positioned by some agents as alternatives to more crowded Spanish destinations.