Marbella. Photo: thenorthernecho.co.uk
Along with the new strategy, real estate prices are skyrocketing: over the past five years, the average housing price has risen by 74%, according to Bloomberg.
Local authorities and businesses are trying to transform the resort into a European equivalent of Silicon Valley. Instead of a seasonal economy, there will be coworking spaces, offices, and tech communities. Instead of short vacations, entrepreneurs and remote professionals will be moving there permanently.
“We’re helping to change the perception of Marbella: it’s evolving from a resort into a major hub for modern professionals,” Christian Rasmussen, head of the business hub The Pool, told the agency.
These changes are already being reflected in the real estate market. According to a 2025 report by Pure Living Properties, young entrepreneurs and investors are increasingly moving to Marbella in the wake of the pandemic, planning to live there year-round. In addition to traditional buyers from the United Kingdom, Germany, the Netherlands, and Scandinavia, demand is growing rapidly from the United States, Canada, Poland, and the Gulf States.
Global brands are also coming to tap into this new audience. Dolce & Gabbana, Fendi, and Karl Lagerfeld have already unveiled their projects in Marbella. Rafael Nadal, together with Giorgio Armani, is developing a complex of 33 ultra-luxury villas. According to Bloomberg, residences under hotel chain brands are also appearing on the market, and restaurateurs are already facing a shortage of suitable locations.
At the same time, the city is investing in infrastructure. Over the past four decades, the number of international schools has grown from approximately 11 to more than 50. The authorities have launched the Marbellup program, which teaches students how to work with artificial intelligence, and in June, Marbella hosted Startup Olé, an international event for technology companies.
The surge in demand continues to drive up prices. According to the Idealista portal, in June 2026, the average price of housing in Marbella reached 5,608 euros per square meter. In the historic Marbella Pueblo district, prices rose by another 21.8% over the year, reaching 5,403 euros per square meter.
