Choosing where to live abroad has long been shaped by familiar considerations: career prospects, climate, healthcare and the cost of living. But according to William Russell’s latest Most Welcoming Countries & Cities for Expats report, there’s another factor proving just as influential: how welcome you’ll actually feel when you arrive.
What William Russell’s Latest Report Reveals
The international health and life insurance provider analysed destinations using a range of measures, including expat satisfaction, foreign-born employment rates, attitudes towards immigrants, safety and visa accessibility, to reveal the countries where newcomers are most likely to thrive. Iceland claimed the top spot, followed by Luxembourg and New Zealand, while Portugal also ranked among the world’s most welcoming destinations for expats.
The findings reflect a growing shift in what people are looking for when they relocate internationally. While sunshine, lower taxes and career opportunities remain important, they’re no longer the only priorities. Increasingly, people are seeking somewhere they can build a genuine life, one where they feel accepted, connected and part of the local community.
It’s a trend that mirrors the changing definition of luxury itself.
A New Definition of Luxury Living
For years, luxury was measured by what we owned: the home, the postcode, the designer labels or the five-star hotel. Today, however, many people are redefining success through experiences, wellbeing and a stronger sense of belonging. Finding a place where neighbours become friends, local businesses remember your name and everyday life feels effortless has become one of life’s greatest luxuries.
It’s perhaps no surprise that Iceland topped William Russell’s rankings. Known for its exceptional quality of life, strong sense of community and outstanding levels of safety, it offers newcomers an environment where settling in feels natural. Luxembourg’s international workforce and multilingual culture make it particularly attractive for professionals relocating from overseas, while Portugal continues to cement its reputation as one of Europe’s most desirable places to call home thanks to its relaxed lifestyle, welcoming communities and enviable climate.
The William Russell’s report also serves as a reminder that the qualities making a country appealing to expats are often the very same qualities travellers seek when choosing a holiday destination. Warm hospitality, authentic local culture, vibrant neighbourhoods and meaningful human connection leave a far greater impression than any infinity pool or luxury suite ever could.
It also highlights that the destinations we remember most are often those where we feel welcomed from the moment we arrive. Long after the sights have faded, it’s genuine human connection that continues to shape our memories.
As remote working and flexible careers continue to open doors around the world, choosing where to live is becoming less about necessity and more about lifestyle. People have more freedom than ever to prioritise destinations that align with the way they want to live, rather than simply where they need to work.
Of course, moving abroad always comes with challenges. Adapting to a new culture, learning a language and leaving family behind can be daunting. Yet William Russell’s research suggests that relocating to a country where people are welcoming, communities are inclusive and newcomers are supported can make that transition significantly easier.
Why Belonging Matters More Than Ever
As the world becomes increasingly connected, our definition of what makes a place desirable continues to evolve. Beautiful scenery and excellent infrastructure may encourage us to make the move, but it’s often the people, the culture and the feeling of belonging that convince us to stay. Whether you’re relocating for work, retirement or simply a change of pace, choosing somewhere that welcomes newcomers can make all the difference.
After all, home isn’t always where you’re from – sometimes, it’s where you’re made to feel you belong.
