Marbella 2.0: how a resort for millionaires turns into Europe’s technology hub

For decades, Marbella was known as a place of sun, yachts, and luxurious holidays. But in 2026, something new and fast is happening with the city: it is turning from a seasonal resort into a permanent hub for startups, technology companies, entrepreneurs, and investors. City authorities and businesses are talking about a vision called Marbella 2.0, positioning Costa del Sol as Europe’s Silicon Valley, and Marbella itself as its Palo Alto. This shift directly changes both the profile of real estate buyers and the housing market itself. In this article, we will look at what lies behind this transformation, what supports it, and what it means for the real estate market.

From beaches to startups

Not long ago, the typical newcomer to Marbella was a wealthy person of pre-retirement age looking for a calm life by the sea. Today, the picture is changing right before our eyes. As real estate agents note, there has been a clear shift: instead of well-off retirees, younger talent is increasingly coming in.

The essence of the new strategy was laid out by The Pool business hub head Christian Rasmussen: the goal is to change how Marbella is perceived, turning it from a place for leisure into a serious base for modern professionals. In his view, Marbella’s future will be noticeably different from what the city looks like today.

Instead of a seasonal economy, there are coworking spaces, offices, and technology communities. Instead of short vacations, entrepreneurs and remote professionals move here on a permanent basis. Alongside luxury residential complexes and fine-dining restaurants, spaces for work and collaboration are growing.

What supports this shift

Behind the loud statements are clear facts and figures showing that the transformation is real.

A surge in entrepreneurship. Estimates suggest that on the Costa del Sol, the number of entrepreneurs and startups has grown by more than 50 percent in recent years. Marbella is becoming a constantly expanding entrepreneurial ecosystem with tens of thousands of registered companies.

Business infrastructure. The number of coworking spaces and business centers of international standard is increasing. A flagship example is The Pool on the Golden Mile, where European and Middle Eastern entrepreneurs come to work, as well as teams from northern countries. The space combines work areas with a community, events, and wellness programs.

City support. Local authorities are actively backing this direction. The Marbella City Council works with business centers, promotes foreign investment, and the mayor’s office uses visits to the USA and China to position Marbella as an entry point to Europe.

Education and talent. Over four decades, the number of international schools has grown from about 11 to more than 50. The Marbellup education program has been launched, teaching schoolchildren how to work with artificial intelligence. Initiatives such as Pool of Talents are emerging, connecting young people with real paths into business and technology.

Technology events. In June 2026, Marbella hosted the international technology event Startup Olé, and the documentary project Costa del Tech highlighted local companies in artificial intelligence and global platforms operating on an international scale. Founders are increasingly choosing the Costa del Sol as a strategic base rather than a compromise for a lifestyle image.

Why technology talent chooses Marbella

Behind the pull of professionals is a unique combination of factors that is hard to find in other business centers.

Quality of life and productivity. The pandemic cemented remote and flexible work, making destinations with a high quality of life especially attractive. Marbella offers more than 300 sunny days, the sea, golf, a wellness culture, and a cosmopolitan environment—allowing productivity to go hand in hand with life by the sea.

Digital nomad visa. The introduction of the Spanish digital nomad visa has made relocation significantly easier for remote workers and entrepreneurs, giving them a legal route to long-term living in the country.

International community. A multilingual, multinational environment, international schools, and quality private healthcare make moving with a family comfortable. Professionals find a ready-made community of like-minded people here.

Connectivity. Malaga airport provides frequent direct connections to business centers around the world, which is critical for those who travel often.

The concentration effect. As participants in the ecosystem note, few places in the world have such a concentration of talent. As entrepreneurs gather in shared spaces, they start collaborating and creating more meaningful projects, and the results of this activity remain in the local economy.

What this means for the real estate market

The technological transformation is reflected directly in the housing market, and the consequences are multifaceted.

A new buyer profile. Alongside traditional buyers from the UK, Germany, the Netherlands, and Scandinavia, demand is rapidly growing from young entrepreneurs, as well as buyers from the USA, Canada, Poland, and Gulf countries. This is a younger audience focused on year-round living.

Demand for a new type of housing. Demand is growing for homes with work offices, reliable fiber-optic internet, and access to coworking spaces. As we noted in materials about redefining the concept of prime and smart home, connectivity and functionality for remote work have become key selection criteria.

Year-round demand. The shift from a seasonal model to permanent living strengthens baseline housing demand throughout the year, supporting both the rental market and property values.

The arrival of global brands. The new audience also attracts global names. Dolce & Gabbana, Fendi, and Karl Lagerfeld have presented their projects in Marbella, and among development projects, an ultra-luxury villa complex has been announced, linked to the names Rafael Nadal and Giorgio Armani.

The downside: housing affordability

A candid discussion of the transformation also requires mentioning its difficult side. Rapid demand growth and the influx of affluent professionals have an adverse effect as well: housing prices have risen sharply.

According to Idealista, the average price per square meter in Marbella increased by about 74 percent over five years, rising from around 3225 euros in June 2021 to about 5608 euros in June 2026. In the historic area of Marbella Pueblo, prices rose by nearly another 22 percent over the year.

There are also social consequences: it is becoming increasingly difficult for local residents to find affordable housing, and the character of some neighborhoods is changing as homes turn into restaurants, shops, and small hotels. This is a real challenge the city will have to balance as it develops. Understanding this side is important for a balanced view of what is happening.

A look into the future

Marbella’s transformation into a technology hub is perhaps the most significant shift in the city’s identity in decades. It signals Marbella’s coming of age: from a destination for leisure, it is turning into a full-fledged city where people live, work, and build businesses year-round.

For the real estate market, it strengthens the fundamentals: a younger, international, year-round living-oriented audience creates sustainable demand, less dependent on seasonality and tourism. For buyers and investors, it is a signal that Marbella’s appeal is based not only on the sun and prestige, but also on a growing real economy.

At the same time, as the issue of housing affordability shows, rapid growth also has costs that are important to consider. That is why it is so valuable to understand all aspects of the market when making a purchase decision—from new growth points to the neighborhoods most suitable for living and working.

The ABARZO team is closely following Marbella’s transformation and will help you find real estate that fits both a modern lifestyle, including remote work, and the logic of long-term investment in a growing city. The full real estate catalog in Marbella is available on our website.

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