The mobility to second homes, sometimes referred to as residential tourism, can be conceptually framed within the emerging concept of lifestyle mobilities. Although related, it differs from tourism in that it refers to relatively permanent movement which entails the intention and material efforts to create a home and a living in the destination context. Tourism mobility is facilitated by agents offering services and products enabling experiences of novelty, difference, authenticity, quality of life and the like. Lifestyle mobilities in many ways taps into this production system but also include products and services related to housing, furbishing and to making a living in place. On an international level the production system is further complicated. In migration studies, the concept of a migration industry refers to the amalgam of agents making a profit out of catering to the needs of migrants. This study is a joint reflection on the production dimension of lifestyle mobilities in the European context. We explore the agents brokering lifestyle for Swedes in Malta; Swedish rural municipalities’ place marketing in the Netherlands; and the role of lifestyle media in the Algarve, Portugal. We aim to answer the question: “how (if at all) could the concept of a migration industry be applied to lifestyle mobilities?”.