Marbella – a summertime playground
For decades, Marbella’s reputation has been defined by luxury yachts, glamorous beach clubs, and star-studded golf resorts. Yet today, the famed Costa del Sol enclave is undergoing a striking transformation. A fresh wave of international residents—many of them young entrepreneurs—are putting down roots and launching ventures, ushering in what some are calling “Marbella 2.0.”
From creative co-working spaces to upscale developments bearing fashion-house labels, there’s a sense that Marbella is positioning itself as more than a summertime playground for retirees and tourists. Instead, it’s emerging as a place to live, work, and raise a family all year round.
The Rise of “Marbella 2.0”
A prominent symbol of this shift is, a large glass-and-steel co-working hub on the Golden Mile. Instead of sun loungers, you’ll find sleek workstations, global entrepreneurs, and buzzing start-up chatter. According to Swedish co-founder Christian Rasmusson, this next-gen crowd hails from over 30 different countries.
Canadian entrepreneur Razor Suleman, who arrived from Silicon Valley three years ago, is emblematic of Marbella’s new face. He initially came for the sunshine but soon found business opportunities too good to pass up. “Within four months, we’d bought our villa and decided we were here for good,” says Suleman. “As a place to bring up a family and discover the next big tech idea, it’s tough to beat.”
A Magnet for Global Buyers
Marbella’s year-round appeal has grown stronger, propelled by a tech-friendly environment, high-quality healthcare, and an ever-expanding selection of international schools such as Swans and Svenska Skolan. Real estate statistics back this up: British buyers still lead foreign purchases in the Málaga province (which includes Marbella), at around 15 percent, followed by Swedes at 8 percent.
However, these days, you’re more likely to overhear Swedish or Dutch at the local cafés than English. The area around Nueva Andalucía, nicknamed “Little Stockholm,” draws a significant Swedish community. It’s not just the sunshine they love; it’s also the high-end properties overlooking sprawling golf courses and the sense of a growing Scandinavian cultural hub in Andalusia.
Big-Name Brands and Record-Setting Prices
New residential projects have also played a key role in boosting Marbella’s appeal—and its property prices. Epic Marbella, which opened in 2024 in partnership with Fendi Casa, attracted high-profile buyers, including Norwegian football star Erling Haaland. Property values at Epic reportedly doubled within two years of launch, topping out at around €20,000 per square meter.
And that trend continues: some homes on the Golden Mile are now reaching €30,000 per square meter, setting new records for the region. Another upscale development, Design Hills, features Dolce & Gabbana branding and is due for completion in 2027. Apartments here start at €5.5mn, and one penthouse recently sold for an eye-watering €20mn.
Beachfront projects aren’t left out, either. UNO, located on the final stretch of undeveloped coastline along the Golden Mile, is expecting completion by early 2026. Off-plan sales have already seen properties averaging just under €7mn.
Political Uncertainties and Changing Regulations
Not everything is rosy for would-be buyers. Spain’s Prime Minister Pedro Sánchez has floated the idea of heavily taxing—or even banning—purchases by non-EU “speculators” to address housing shortages. Although industry insiders doubt the proposal will come into force, its mere suggestion has rattled some potential buyers.
Andrew Humphreys, a UK-based CFO, recently purchased a penthouse near Marbella but admits he hesitated. “We wondered if new regulations might affect resale values,” he says. Others—particularly from North America—have pressed pause on their Spanish real estate plans.
Meanwhile, Spain’s golden visa scheme, which fast-tracks residency for property purchases of €500,000 or more, is ending this April. Agents report a last-minute rush as investors scramble to finalize deals before the deadline. “A few are buying at the €500,000 threshold just to secure the visa, and then plan to take their time hunting for a long-term residence,” says local agent Percy Roland.
Corruption Hangovers and the New Urban Plan
Behind the scenes, Marbella still grapples with the legacy of past corruption. Thousands of properties built under controversial mayor Jesús Gil in the 1990s remain technically illegal under an outdated 1986 urban plan. Hopes rest on a new urban plan expected to roll out within the next couple of years, which would bring much-needed clarity to local development policies.
For those in the property market, the wait has been long, and skepticism remains. “We’ve heard about this new plan for years, so I’ll believe it when I see it,” Roland says. Still, most agree that consistent, transparent planning regulations are vital if Marbella is to continue its current trajectory and fully shake off its colorful past.
A Lifestyle That Rivals LA or Miami
Beyond real estate, Marbella is becoming a serious lifestyle contender. Its climate, coastline, and mountain scenery rival that of cities like Los Angeles—minus the traffic nightmares. For Swedish car entrepreneur Max Burde, who bought a part-time residence in La Quinta, it’s the perfect mix of “mountains, beaches, and nature,” with a distinctly European flair.
Hotelier Daniel Shamoon, co-owner of two five-star resorts in the area, notes that Marbella offers more than just an escape from Northern European winters. “It doesn’t have the tax perks of Dubai or Miami, but you get Andalusia’s culture, history, food, and climate. It’s the best of both worlds.”
Looking Ahead
As more international families settle permanently and bring new businesses with them, Marbella’s evolution seems poised to accelerate. The city is now home to 153 nationalities—nearly a third of its 170,000 official residents are from outside Spain—and property prices reflect a strong, steady demand.
Yes, the glamour and luxury beaches remain part of the fabric. But increasingly, Marbella is carving out a reputation as a vibrant, cosmopolitan city that stands on its own merit. With a growing tech scene, world-class amenities, and a more diversified population, “Marbella 2.0” is proving that there’s life—and opportunity—beyond the usual bling.
