Drawn by the climate, lifestyle, and the rise of remote working, high-net-worth buyers see the Malaga coastline as a unique opportunity for both investment and luxury living. This property boom is reshaping the region’s socioeconomic landscape and reinforcing the Costa del Sol’s status as one of Europe’s most sought-after luxury destinations.
As per Vitaliy Rushchynskyy, CEO and founder of Prestige Expo, a development group specializing in high-end real estate, “the Costa del Sol has the potential to become Europe’s number one luxury destination.” However, he emphasises that success will require more than just construction: “The region must invest in infrastructure, services, leisure, gastronomy, and sustainability.”
The luxury market on the Costa del Sol is enjoying one of its most dynamic and internationally appealing phases. Demand is no longer coming solely from traditional markets such as the UK or Northern Europe (Sweden, Norway, Finland), but is expanding to Central and Eastern Europe (Poland, Slovakia, the Czech Republic), the United States, and increasingly, Latin America.
This shows that Marbella — and the Costa del Sol more broadly — are now competing directly with globally renowned destinations such as the French Riviera or parts of Italy
The rise of remote working and the growing presence of major tech firms in Málaga, such as Google and Vodafone, are attracting high-level professionals with strong purchasing power and international mindsets. Add to that 320+ days of sunshine a year, excellent cuisine, and a unique natural setting that blends sea and mountains — it’s a winning combination.
All the signs suggest this trend is here to stay, and that the luxury market has many more years of growth ahead — provided we continue to develop not only properties, but also premium-level infrastructure and services.
Today, Marbella, Benahavís, and Estepona are all on par in terms of appeal to luxury buyers. Estepona is experiencing the fastest growth. The town has heavily invested in high-quality urban development, with a strong pipeline of upscale residential projects, enhanced infrastructure, refined gastronomy, and improved urban spaces.
Buyers who once focused solely on Marbella are also seriously considering Estepona and Benahavís. Those seeking urban energy, sophistication, and vibrancy tend to choose Marbella. Those who value tranquillity, natural surroundings, and exclusivity often gravitate toward Benahavís or Estepona.
While the region has long been a favourite among Britons and Northern Europeans, it’s now attracting buyers from Eastern Europe, the U.S., and Latin America. There’s also a growing interest from Spanish buyers, particularly from Madrid and Bilbao, seeking second homes or holiday residences.
