It’s no surprise that when one of the world’s most celebrated athletes, Novak Djokovic, becomes an investor in a Golden Visa, the world takes notice. His recent decision to become a resident of Greece via their Golden Visa programme shows that the scheme remains an extremely attractive proposition; and not just for tax-optimising billionaires, but for high-net-worth individuals looking for a solid plan B for themselves and their families.
So, what actually happened?
Djokovic has officially obtained a Greek Golden Visa after purchasing a property in the southern suburbs of Athens (rather unsurprisingly reportedly well above the new investment threshold). Djokovic has always expressed a strong connection with Greece, and with his children now attending school in Athens, this move feels more like a long-term family strategy than a celebrity mansion purchase headline.
Why his decision matters
High-profile applicants have always had a way of validating a programme. When someone with global stature like Novak Djokovic opts in, it signals confidence. Confidence in both the property market, and in Greece’s overall proposition: quality of life, mobility, security, and an increasingly favourable tax environment.
And let’s be honest: for someone with global & diversified income streams, Greece’s non-dom regime is hard to ignore. Paying a predictable, flat annual tax is a huge draw for internationally mobile individuals who want fiscal simplicity without compromising on lifestyle.
But despite all of that, what stands out for me most here is that Djokovic’s decision was not purely financial. It highlights the very real lifestyle motivations that so often drive Golden Visa interest but are not spoken about enough: schools, safety, culture, community and long-term family planning.
The Greece Golden Visa: still one of the strongest RBI offerings
Despite tightening its parameters in 2024–2025, Greece’s Golden Visa remains one of Europe’s most popular residency programmes. Yes, thresholds have increased in prime areas – but demand hasn’t slowed. Why? Because the fundamentals are strong:
- Lifestyle appeal that rivals any Mediterranean market
- A flexible non-dom tax regime that rewards long-term planning
- No physical residency requirement, making it ideal as a “Plan B”
- Schengen access, one of, if not the region’s most sought-after benefits
- A pathway to citizenship, for those willing to commit to physical presence
Even with higher minimum investment amounts in a lot of regions, Greece still sits in that sweet spot between affordability, lifestyle benefits and long-term value.
What this means for HNWIs
Djokovic’s decision & sentiment aligns with a lot of the conversations I’ve been having with my clients recently: HNWIs are starting to look beyond traditional financial centers, and they are doing this in favour of destinations that offer balance. Balance between tax efficiency, cultural appeal, education, and family stability. Greece ticks all those boxes.
For Djokovic, and many of my clients, a Golden Visa is no longer about relocation alone: it’s about choice. About having options in a world that feels less predictable. And for someone with Djokovic’s global lifestyle, Greece offers a base that provides the flexibility required for a successful international career.
The ripple effect on Greece
There’s also an angle here for Greece itself that we can’t ignore. High-profile investors bring attention, credibility, and economic activity to a programme. Djokovic’s move will inevitably shine a light on the country’s offering and positioning as a premium destination for globally mobile and elite families; the kind who spend, contribute, invest long-term and integrate into the local ecosystem.
The challenge, however, is balance. It is imperative that Greece continue to manage foreign investment responsibly (to avoid overheating certain real-estate markets), while keeping the programme attractive. So far, I would say it has walked that line fairly effectively.
A sign of things to come?
Djokovic’s Golden Visa isn’t exactly the beginning of a trend (HNWIs have been seeking second Residence and Citizenship by Investment for years) but it may very well accelerate one. His move fortifies what many of us in the industry already know: Greece remains one of Europe’s most appealing residency by investment options, especially for those thinking about long-term family strategy, rather than short-term financial transactions.
If anything, his decision solidifies Greece’s position at the centre of the global mobility conversation. And it may well inspire a new wave of investors to take a closer look at what the country truly offers.
If you’d like to know more about the Greek Golden Visa, or would like to discuss anything you’ve read in this article in more detail, please reach out to me directly at ivan.denuzzo@passportlegacy.com, or via WhatsApp on +971 58 59 40 600.
