As politicians in the UK and US pitch new “Golden Visa”-style schemes to court the world’s wealthy, fresh analysis from international immigration firm Astons reveals that global interest remains firmly rooted in established European programs — particularly in Greece and Portugal.
According to Google Trends data analysed by Astons, Nigel Farage’s proposed ‘Britannia Card’, which offers a 10-year UK residency permit for £250,000, is already fading from public consciousness. Launched in June 2025 as part of Reform UK’s campaign, the policy initially generated modest curiosity, scoring 24.00 on Google’s interest scale — only to drop by 54.9% in July.
The picture is equally grim across the Atlantic. Searches for ‘US gold card’ and ‘Trump card’, concepts linked to former President Donald Trump’s proposed immigration plan, fell by 42.3% and 46.1%, respectively, over the same period.
In stark contrast, the term ‘Golden Visa’ surged in popularity, registering a 317.8% spike between June and July, while ‘residency by investment’ rose 23.3%, reflecting consistent global enthusiasm for programs that combine visa access with financial investment — especially those already in operation.
Europe Still Leads the Pack
Greece appears to be the current frontrunner. Interest in ‘Greece Golden Visa’ grew by 9.4%, despite stiff competition from elsewhere in Europe. Astons attributes this strength to the program’s affordability and accessibility — entry starts at just €250,000, primarily through real estate investment. The scheme also provides a gateway to the EU and is complemented by a Non-Dom tax regime that allows qualifying individuals to pay a flat annual tax of €100,000, regardless of global income.
Portugal, once considered the golden standard for RBI programs, experienced a 10.1% drop in interest, a trend likely driven by recent changes that have curtailed real estate investment options under the scheme.
Why the UK and US Lag Behind
Commenting on the data, Suzanna Uzakova, Senior Consultant at Astons, notes that both the Britannia Card and Trump’s US initiative are still conceptual, and neither country currently offers a fully operational Golden Visa-style program that is competitive on taxation or ease of access.
“Interest may pick up once these schemes are formally introduced, but at present, the UK and US simply don’t offer the same tax friendliness or lifestyle appeal as countries like Greece,” says Uzakova.
She also points to the fast-growing appeal of European alternatives that offer a high quality of life, Mediterranean climates, real estate potential, and streamlined residency options — all of which are lacking in the politically fraught and regulation-heavy environments of Britain and America.
The Takeaway
While political headlines in the UK and US grab attention, the world’s wealthiest are still voting with their clicks — and their wallets — for established, EU-based RBI programs. In today’s global landscape, it seems that a scenic villa in Santorini or a Lisbon pied-à-terre remains far more enticing than the political promises of Westminster or Washington.
