Executive Summary

Marbella continues to solidify its position as one of Europe’s premier luxury destinations in 2025, with
record-breaking visitor numbers and a thriving villa rental market. The city ranks third nationwide in
tourist housing units after Madrid and Barcelona, demonstrating exceptional growth in the luxury
accommodation sector.

Marbella Tourist Arrivals 2025

Overall Numbers (Key Months)

March 2025 - Total visitors: 40,220 tourists - Overnight stays: 103,218 stays - Spanish visitors: 17,004
(25,163 stays) - International visitors: 23,216

June 2025 - Part of record first-half performance with 182,000 visitors in first four months - Strong
international arrivals contributing to Andalucia’s 6.8 million visitors (21% increase year-over-year) -
Peak summer season beginning with high occupancy rates

August 2025 - Hotel visitors: 87,716 total - International visitors: 60,373 - Spanish domestic: 27,343 -
Record-breaking hotel occupancy rates - Highest booking lead times for villa rentals

Regional Context

• Marbella welcomed 182,000 visitors in first four months of 2025
• Andalucia recorded 6.8 million international arrivals (January to June 2025), up 21% year
  over-year
• Spain overall expects to reach 100 million visitors in 2025, up from 94 million in 2024
• Costa del Sol experiencing record-breaking tourism momentum

Visitor Nationalities & Demographics

Top Source Markets (2024-2025)

1. British tourists: Leading nationality with 18.4 million to Spain overall (up 6.6%), significant
   presence in Marbella
2. Spanish domestic: Strong domestic tourism, particularly from Madrid and other major Spanish
   cities
3. American tourists: Rapidly growing market, ranking third in June 2024 with 3,495 visitors,
   marking a significant milestone
4. Dutch: Notable presence, particularly in property purchases and extended stays
5. Middle Eastern: High-value luxury segment, particularly during summer months Key Markets -
   Saudi Arabia: Largest segment - UAE (Dubai, Abu Dhabi): Strong presence - Kuwait: Growing
   market - Qatar: Elite travelers

Demographic Profile

• Group composition: Families, couples, and small groups of friends
• Primary age group: 35-65 years old, affluent professionals and retirees
• Income level: High net worth individuals and upper-middle class
• Travel purpose: 60% leisure, 25% second home owners, 15% business/events

Villa Rentals vs Hotel Bookings

Accommodation Split

• Villa/vacation rentals: Growing market share, particularly in luxury segment
• Hotels: Traditional strength, with August 2025 reaching historical high in profitability (32%
  growth over two years, 15% increase year-over-year)
• Tourist housing units: Marbella ranks 3rd nationally, indicating robust vacation rental
  infrastructure

Villa Rental Market Dynamics (Marbella-Specific)

Booking Patterns - Autumn 2025 bookings: 25% increase in villa bookings for September-October
compared to previous year in Marbella - Average booking lead time: 65 days in advance (Marbella
average) - Peak booking period: August (longest advance booking window, guests book furthest
ahead for August stays)

Performance Metrics - Occupancy rates: 65% annual average for Marbella vacation rentals, with
coastal areas reaching 80% during April-October peak season - Average daily rate: €169 for Marbella
villa rentals - Best performing month: August (highest occupancy and rates) - Annual revenue:
Average €22,800 per property (3% increase year-over-year)

Market Trends

• Shift toward villa rentals for privacy, space, and exclusive experiences
• Luxury villas commanding premium rates during high season
• Growing preference for properties with pools, sea views, and concierge services
• Hotels maintaining strong performance in city center and beachfront locations
• Marbella hotel occupancy reached close to 80% between April and October 2024, continuing
  into 2025

Length of Stay

Villa Rentals - Typically 7-14 days for international visitors - Middle Eastern guests: 2-4 weeks
extended stays
Domestic Tourists - 3-5 days average
Second Home Owners - Extended stays of 3-4 weeks, particularly in summer
Low Season - Longer stays (2-3 weeks) due to more affordable rates

Best Areas in Marbella to Stay

Golden Mile

• Profile: Iconic luxury corridor between Marbella center and Puerto Banús
• Appeal: Beachfront properties, 5-star hotels, exclusive villas
• Price point: One of the most expensive postcodes in southern Spain
• Best for: Ultra-luxury travelers, celebrities, high net worth individuals

Puerto Banús

• Profile: World-famous marina and luxury shopping destination
• Appeal: Superyachts, designer boutiques, vibrant nightlife, upscale dining
• Price point: Premium pricing, high demand
• Best for: Luxury lifestyle seekers, yacht enthusiasts, social scene

Nueva Andalucía (Golf Valley)

• Profile: Residential zone with world-class golf courses
• Appeal: Family-friendly, golf courses, mix of villas and apartments, close to Puerto Banús
• Price point: High-end but more accessible than Golden Mile
• Best for: Golf enthusiasts, families, expats, longer stays

Sierra Blanca

• Profile: Exclusive hillside location with panoramic views
• Appeal: Privacy, security, stunning Mediterranean and mountain views
• Price point: Ultra-premium, gated communities
• Best for: Privacy-seeking celebrities, families wanting security

La Zagaleta

• Profile: Ultra-exclusive gated community
• Appeal: Maximum privacy, golf courses, equestrian facilities, 24/7 security
• Price point: Ultra-luxury, multi-million euro properties
• Best for: Ultra-high net worth individuals, celebrities

2026 Forecast

Tourism Projections

• Historic boom predicted: Costa del Sol set for its largest tourism boom in history
• Visitor growth: Continued double-digit growth expected, building on 2025 momentum
• International arrivals: Further diversification of source markets, particularly from USA and
  Middle East
• Luxury segment: Strongest growth expected in high-end tourism and villa rentals

Property & Rental Market
Villa Rental Rates - Rental rate increase: 5-7% growth projected for luxury villa rentals in 2026 -
Occupancy projections: Expected to maintain 70-80% in prime Golden Mile, Sierra Blanca, and Nueva
Andalucía areas - Daily rates: Average daily rates expected to reach €180-200 for premium villas -
Demand surge: 15-25% increase in villa rental bookings projected for 2026 - ROI for owners: 7-10%
rental yields expected in prime locations

Market Drivers for 2026
1. Climate advantage: Year-round sunshine attracting Northern European visitors
2. Political stability: Safe destination compared to other Mediterranean alternatives
3. Luxury infrastructure: Continued investment in high-end facilities
4. Digital nomads: Growing remote work market choosing Marbella for extended stays
5. Events calendar: Expanded calendar of international sporting and cultural events
6. American market growth: Continued “rediscovery” of Marbella by US travelers
7.Middle Eastern expansion: 10%+ continued growth from Gulf states

Investment Outlook

• Villa rental ROI: 7-10% yields expected in prime locations
• Rental rate appreciation: Strong fundamentals supporting continued rental rate growth of 5-7%
  annually
• Luxury segment: Best performance expected in Golden Mile, Sierra Blanca, and Nueva
  Andalucía
• Emerging areas: San Pedro and eastern Marbella offering value opportunities

Conclusion
Marbella remains a top-tier luxury destination, with strong 2025 growth in villa rentals and tourism.
The outlook for 2026 is highly positive, with the Costa del Sol expecting record gains. Luxury villa
occupancy holds at 65–80%, and rental rates are set to rise 5–7% annually. Marbella’s climate,
infrastructure, and appeal ensure its continued success among Europe’s elite travel markets.