Whom do migrants marry? This question has become a popular topic of research, and existing studies identify a common trend: most of the non‐European, non‐Christian migrants in Europe marry someone from their country of origin. The motivations for such practices are to be found in the characteristics of transnational spaces and in the social structures that emerge in such spaces. Based on a review of research from several European countries, three such constellations are discussed: first, the obligations to kin, especially when migration regulations become more restrictive, and marriage becomes the last route by which to migrate to Europe. Second, new forms of global inequality, between the metropolitan centre and countries of the global periphery, give migrants in Europe improved status and standing in their society of origin and therefore excellent opportunities on the marriage market there. Third, gender relations have started to shift in both host society and migrant families. Men and women alike are trying to rebalance power relations within marriage and to shift them in their favour. In this process marriage to a partner from the country of family origin may promise strategic benefits. The article ends with suggestions for future research.