In recent years, Marbella has seen a sharp rise in American interest — not just from travelers, but from investors and second-home buyers. Attracted by the region’s lifestyle, growing accessibility, and strong property market, U.S. clients are increasingly viewing Marbella as more than a holiday destination — but as a place to live, invest, and build long-term value.
A Shift from Leisure to Lifestyle Investment
In the past, American tourists visiting Marbella were typically limited to summer months or luxury hotel stays. Today’s trend looks markedly different. A growing number of high-net-worth individuals from the United States are purchasing second homes, assembling real estate portfolios, or even settling here for retirement or remote work lifestyles.
“Over the last 18 months, we’ve seen a sharp uptick in American clients — from New York, California, Texas, and even Florida — looking to invest or relocate to Marbella,” says Kenan Sinanovic, Founding Partner and Head of Sales at Amea. “They’re not just buying properties; they’re buying into a lifestyle and into a tangible, long-term asset class.”
Why Is American Interest in Marbella Growing?
According to Spain’s Ministry of Industry, Trade and Tourism, the number of U.S. visitors to Andalusia rose by over 26% in 2024, marking one of the strongest rebounds post-pandemic. Tourism overall in the Costa del Sol hit 14.47 million visitors in 2024, with Málaga Airport recording a 11.7% increase in traffic compared to 2023. Marbella alone welcomed 182,000 visitors in the first four months of 2025, reinforcing its rising international profile.
At the same time, American investment in Spanish real estate surged. According to official national data, the U.S. ranked as the 5th-largest group of foreign buyers in Spain in 2024 — a significant rise from previous years. In total, over 93,000 homes in Spain were acquired by foreign nationals that year, a record figure, with Andalusia accounting for more than 17,400 of those transactions. Marbella and the broader Málaga province received a substantial share of that activity.
This isn’t just anecdotal. Marbella’s blend of climate, lifestyle, safety, and luxury has caught the attention of serious investors looking for both returns and personal enjoyment.
What’s Driving This American Interest in the Costa del Sol?
Several major developments have aligned to create the perfect moment for this American resurgence. One key milestone was the launch of United Airlines’ direct seasonal flight from New York City (Newark) to Málaga in 2024 — the first-ever nonstop route between the U.S. and Spain’s southern coast. The airline is offering over 51,000 seats in the summer of 2025, a 280% increase in capacity over 2023, helping make the region significantly more accessible.
This removed a major logistical barrier and helped fuel the wave of American buyers who had never before considered southern Spain as a viable investment or relocation destination. The U.S. has already become one of the top international tourism markets for the Málaga region — a clear reflection of growing interest from across the Atlantic.
These visitors aren’t just passing through — they’re staying, buying, and exploring long-term opportunities in the region. Many are seeking lifestyle investments, dual-residency options, or long-term retirement footholds in Europe. Developers in Marbella have responded in kind. In 2025 alone, over €1.1 billion in luxury residential projects were approved, many of which are tailored specifically to American tastes. From expansive, modern villas with ocean views to resort-style properties equipped with smart-home technology, private wellness spaces, and branded residences backed by global hospitality names such as Design Hills by Dolce & Gabbana, EPIC Marbella by Fendi, Lamborghini Villas, Marbella is evolving to meet the expectations of a new kind of buyer.
How Does Marbella Compare to the U.S. Luxury Markets Like Miami and LA?
One of Marbella’s most attractive qualities is the value it offers compared to top-tier markets abroad. In cities like Miami, luxury real estate prices can exceed €19,000 per square meter. In contrast, Marbella’s high-end properties typically range between €10,000 and €12,000 per square meter — a significant difference for buyers valuing quality and lifestyle. In fact, U.S. buyers paid among the highest average prices per square meter of any foreign nationality in Spain in late 2024, reflecting their strong focus on premium properties.
But it’s not just the price per square meter that draws interest. Besides the financial appeal, Marbella offers a lower cost of living, access to both public and private healthcare, international schools, and a slower-paced Mediterranean lifestyle — features that resonate with buyers seeking a change from the intensity of major U.S. cities.
Marbella stands out as a complete lifestyle destination with a distinctly international character. It offers Michelin-starred dining, renowned international schools, world-class yacht marinas, golf resorts, and access to protected natural spaces — all within a compact and accessible area. For high-net-worth individuals, it delivers the kind of infrastructure and lifestyle amenities typically found in much larger global cities, but with the added benefits of a Mediterranean climate and year-round livability.
Are Americans Just Buying Vacation Homes — Or Is This a Long-Term Investment Strategy?
While many American buyers initially approach Marbella with the idea of purchasing a vacation home, they are increasingly viewing these acquisitions as long-term strategies. Yes, the dream of living the European summer year-round is part of the allure — but so is the opportunity to diversify wealth and hedge against domestic market volatility.
With rising property values and consistent international demand, Marbella’s real estate is being seen as a safe and appreciating asset. Rental yields, especially during the high season, offer additional income streams, and the potential for long-term capital gains remains strong. “We’re seeing tech entrepreneurs, finance professionals, and even young retirees relocating here full-time,” adds Kenan. “For many, Marbella is a perfect mix of lifestyle and leverage — a place where they can enjoy the Mediterranean way of life while their investment appreciates over time.”
What Does This Mean for Marbella’s Future?
The growing presence of American capital is already reshaping Marbella’s property market. Expectations are rising — not just in architectural standards but in service, privacy, and community design. Buyers are no longer just seeking beautiful homes; they’re looking for curated experiences, turnkey solutions, and long-term value.
This evolution is being mirrored in local economic growth. Marbella’s registered population reached 166,999 by the end of 2024, up by more than 3,500 people from the previous year — and over 20,000 more than a decade ago. Employment is also on the rise, with Marbella recording 81,984 people actively registered with Social Security in May 2025 — the highest employment figure in the city’s history. This reflects not only job growth but also a growing year-round population and a more robust local economy. These numbers show that Marbella is transitioning from a seasonal hotspot into a year-round, economically vibrant hub.
As more U.S. buyers enter the market, Marbella is rapidly evolving from a seasonal playground into a truly global residential destination. This shift is accelerating investments in infrastructure, education, and hospitality. New boutique neighborhoods are emerging, schools are expanding to accommodate international families, and Marbella’s luxury offering is becoming more refined and future-forward.
For investors seeking both lifestyle enrichment and solid long-term growth, Marbella is presenting a compelling case. And as the gateway for many of these American buyers, Amea stands at the center of this transformation — bridging global ambition with local expertise.