Slow living, smart investing: the rise of Valencia’s answer to Tuscany

The area popularly referred to as the ‘Valencian Tuscany’—which includes the municipalities of Xàtiva, Ontinyent, Fontanars dels Alforins, Moixent, and La Font de la Figuera—has become one of the most promising investment spots for high-net-worth individuals across Europe.

According to luxury real estate firm K&N Elite, demand from French, German, Belgian and Swiss buyers has risen significantly, drawn by the region’s historic estates, agricultural landscapes, and excellent proximity to the Mediterranean coast. These features are further enhanced by the peaceful natural surroundings and convenient access to the sea.

The properties most commonly found here are 17th- and 18th-century manor houses and masías, often set amidst vineyards, olive groves, almond trees and persimmon orchards. Many also feature traditional wineries or active farmland—particularly in the Terres dels Alforins area, which has become a leading name in regional winemaking and boasts a rich agricultural landscape.

A prime investment opportunity

These estates are not only being purchased as private homes—more and more buyers are viewing them as viable investment opportunities within the growing ecotourism market. As K&N Elite notes, demand is rising for peaceful yet well-connected locations.

Romik Asatryan, Director of K&N Elite in Valencia, explains: “Many of our international clients are looking for a genuine connection to the land, without compromising on comfort. The ‘Valencian Tuscany’ delivers both authenticity and quality of life—as well as a sound investment.”

Finca San Agustín (Ontinyent, Valencia) K&N Elite

Prices for these properties currently range between €600,000 and €1.3 million, depending on their condition, degree of restoration, and overall size. K&N Elite adds that the market is on an upward trend, with values climbing steadily into higher brackets.

When the sale includes adjoining agricultural land, prices can exceed €2 million—particularly for active estates with vineyards, persimmon orchards or olive groves, all of which are increasingly sought after both in Spain and abroad.

Asatryan adds: “In this region, the real value often lies in the land, not just the buildings. Buyers understand this, and are looking for estates that allow them to combine private residence with sustainable farming or high-quality rural tourism.”

The ‘slow living’ lifestyle

Asatryan points out that the lifestyle here is not traditionally rural, but rather centred on ‘slow living’—peaceful and secluded, yet well connected and close to major attractions. These villages offer a serene atmosphere immersed in nature, yet are less than an hour from both Valencia and Alicante.

K&N Elite concludes that the ‘Valencian Tuscany’ is now a firmly established reality in the luxury property sector: a lifestyle centred on well-being, time, and a deep connection to land and nature.