CONTACTLondon continues to exert significant pull as a place to live, learn and invest in - and as a safe haven for people living in the world’s top cities, according to the findings of a major new report.
What the World Thinks of London, a research report commissioned for property company London Square, revealed that nearly two-thirds (64%) of international respondents would live in London if the opportunity arose. The research team interviewed 1,000 people living across five major world cities, including New York, Singapore, Dubai, Hong Kong and Paris, at a time when global cities are under intense pressure and facing uncertainty from affordability to economic confidence.
London also emerges as the number one city in the world for job opportunities. Almost half (47%) of respondents believe London offers the best prospects for skilled professionals seeking to advance and build their careers. The findings suggest that London’s long-term strengths and reputation are increasingly valued. Despite some negativity by politicians and commentators, perceptions of the capital are strong and improving. 56% of respondents have a positive view of London and almost 40% said their view of the city has improved over the past five years, compared with just 14% who believe it has worsened. Nearly half said perceptions have remained stable.
The research found that 70% of respondents said they associate London with stability, a roughly similar percentage to those that see London offering strong career opportunities, global tech sector leadership and diversity. London’s safe haven status may well reassert itself as a driver of competitiveness. London is rated the same or better for safety compared to other major global cities by 79% of respondents. Respondents most strongly associate London with culture and history (83%), world-class education (79%), and a high-quality lifestyle (75%), alongside stability (70%), diversity, and global financial leadership. 57% also associate London with safety.
Education stands out as a defining advantage. In the study, high-quality schools and universities are among the strongest drivers for those considering a move to London. Globally, this is reflected in London’s continued dominance in human capital: Kearney’s Global Cities Index ranks London second overall in the world, and first for cultural experience and international student attraction, reinforcing its role as a magnet for global talent. The research also highlights that quality of life and wellbeing emerge as the strongest motivators for those open to relocating.
Nearly two-thirds of respondents say buying residential property in London is attractive, and London is considered more desirable for residential investment than all 10 global cities tested, including New York, Singapore and Hong Kong. This reinforces London’s status as a trusted long-term market.
In a separate analysis for London Square, the capital has emerged as one of the most competitively priced major global cities for residential property. Despite London’s scale, economic depth and global status, the city’s residential property market is currently priced well below many of its international peers. A typical two-bed apartment in London is 23% cheaper than New York and 60% below Singapore, one of the world’s most expensive markets.
This significant pricing gap follows successive years of price correction, and a period of sterling weakness that has increased London’s relative affordability for international purchasers. When measured in US dollars, long-term price growth appears markedly lower, underlining the currency-driven value advantage. Transaction costs for overseas buyers are also considerably lower than in markets such as Hong Kong and Singapore, where foreign purchaser levies have risen sharply in recent years.
Adam Lawrence, CEO, London Square, commented: “These findings paint a clear and positive picture of London’s global reputation, showing that it is layered, resilient and internationally competitive. While a negative narrative from some commentators has brought focus on the capital’s challenges, international audiences continue to recognise London’s fundamentals as world-leading – offering outstanding opportunity, education, culture and stability. In an increasingly unpredictable world, capital and ambition are increasingly mobile, this research confirms that London remains one of the few cities with beacons of excellence and the track record to be attractive as a long-term option for international audiences to move here and flourish in London.”
Naomi Minegishi, International Sales Director, London Square, said: “The research underpins the sentiment we are seeing from international buyers who continue to want to live, work and invest in property in the capital – and regard it as a safe haven. London is offering an excellent opportunity to buy at a time when it is priced well below other global city destinations, as a result of currency fluctuations and price corrections in a city valued for its stability and relative safety.”
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