Rich South Africans are moving to these small towns

Meridian Realty principal and founder Antonie Goosen told Daily Investor that they are seeing a clear movement from large metros to smaller but well-serviced towns.

“Wealthier buyers, especially those who can work remotely or run businesses from anywhere, are choosing lifestyle-driven destinations,” Goosen said.

“Towns like Stellenbosch, Paarl, Franschhoek, Hermanus, Plettenberg Bay, Knysna, and areas of the Garden Route remain top of mind, while in the Eastern Cape, St Francis Bay and Kenton on Sea have attracted interest.”

KwaZulu-Natal’s North Coast is also attracting wealthy buyers. According to Goosen, areas like Ballito, Salt Rock and Zimbali are popular among affluent families wanting space, security and coastal living.

She explained that lifestyle and safety are the biggest factors driving this shift from major metros to small towns.

“Since Covid, many high-net-worth South Africans have realised they do not need to live in Sandton or the Cape Town CBD to run their businesses effectively,” she said.

As a result, the semigration trend skyrocketed as many South Africans, including wealthy individuals, left the city centres in favour of areas with better lifestyles, with the Western Cape being top choice.

Post-pandemic, many property experts have pointed to a reversal in the semigration trend, as some people have been forced to return to the office.

This has resulted in a growing movement from the Western Cape to Gauteng. When it comes to wealthy South Africans, however, Goosen said semigration to the Western Cape remains strong.

Areas like the Winelands and coastal towns are especially popular destinations for wealthy South Africans. With that being said, she added that semigration trends are more nuanced now.

“We are seeing some wealth moving back towards Gauteng, particularly among executives who need to be closer to head offices or who travel internationally frequently,” she said.

“However, the Western Cape’s appeal has not waned; it continues to outperform other provinces in terms of price growth and buyer demand at the upper end.”

Small towns set to soar

According to Goosen, access to top schools, medical care and high-quality internet have enabled the shift from metros to small towns for wealthy South Africans.

“Add to that a desire for privacy, outdoor living and better quality of life, and it is clear why small towns with strong infrastructure and attractive property offerings are thriving,” she said.

Goosen explained that there are several key factors wealthy South Africans consider when moving to a new area.

“Top of the list is security and access control, followed by quality of lifestyle such as space, privacy, outdoor activities and natural beauty,” she said.

She noted that connectivity, reliable infrastructure, fibre internet, well-maintained roads and proximity to airports or business hubs are also big draws.

“Families also look for top-rated schools and private healthcare, while retirees want medical support nearby. For many, a strong sense of community and well-managed estates or neighbourhoods is critical,” she said.

Going forward, Goosen anticipates growing interest from buyers in areas just outside traditional hotspots. This includes, for example, Paarl Mountain estates, Somerset West and the Helderberg basin.

Overberg towns like Hermanus and Gansbaai, as well as smaller coastal towns that offer good value compared to the Atlantic Seaboard are also expected to perform well.

“Inland, we expect Clarens and the Midlands in KZN to keep attracting affluent lifestyle buyers, especially those looking for weekend homes or semi-retirement options,” she said.

With major developments in KZN, such as the Club Med resort, many property experts have also pointed to the province’s growing luxury property market appeal.

“The wealthier segment of the market is highly discerning,” Goosen explained. “They are looking for long-term investment value, not just a pretty view.”

“Well-run municipalities, good service delivery and future development plans play a big role in purchase decisions. Towns that can offer both lifestyle and solid infrastructure will continue to see sustained interest and price appreciation.”

Issued on Daily Investor by Kirsten Minnaar | https://dailyinvestor.com/property/104396/rich-south-africans-are-moving-to-these-small-towns/