At the start of a new year, it’s crucial to identify the emerging trends shaping tourism in the region, from the rise of sustainability and personalised experiences to the integration of innovative technologies and the consolidation of its luxury gastronomy. This is why we explore Marbella’s tourism trends for 2025, highlighting what travellers can expect and how tourism businesses are adapting to these new dynamics.
Key tourism trends in Marbella for 2025
Marbella is gearing up for a 2025 full of opportunities and challenges that will strengthen its position as one of the world’s most exclusive destinations. The city has been chosen to host the World Tourism Cities Federation Congress, a high-profile event that increases its international visibility and cements its role in luxury tourism.
Investments in infrastructure and improved tourist services have positioned Marbella as Europe’s top destination in 2024, a milestone recognised by the Arab League Tourism Organisation, awarding it the title of “European Destination of Honour.”
Sustainable luxury tourism
Tourism in Marbella is embracing an increasing ecological awareness, with a growing demand for eco-friendly villas and sustainable options. This shift reflects the interest in more responsible lifestyles, even in luxury tourism. Properties in the Costa del Sol stand out not only for their exclusivity but also for their commitment to the environment.
Key features of these eco-friendly properties include:
- Energy efficiency: use of insulating materials, solar panels, and low-energy appliances to reduce the carbon footprint.
- Eco-friendly materials: incorporating recycled and locally sourced materials to minimise environmental impact.
- Passive design: architecture that maximises natural light and ventilation, reducing the need for heating or air conditioning systems.
Marbella is also incorporating innovations such as renewable energy systems, green roofs, eco-friendly pools and modular designs, enhancing comfort while respecting the environment. These properties offer not only luxury but also a superior quality of life, establishing Marbella as a leading destination for those seeking to combine exclusivity with sustainability. The region is positioning itself as one of the most innovative in luxury eco-tourism for 2025.
Personalised experiences: exclusivity within reach
Another standout trend is Marbella’s solidification as a destination where the personalisation of experiences has become an essential requirement for the most discerning travellers. More and more visitors are seeking tailor-made activities that allow them to enjoy their stay without worrying about anything—from exclusive tours to fully personalised services in their accommodations.
One of the most in-demand options is bespoke tours, designed specifically for each client. These tours provide a unique experience, featuring the region’s best locations, the most comfortable transport, and, of course, the most renowned restaurants. This way, travellers can enjoy an itinerary perfectly adapted to their tastes and desires without having to plan a thing.
Another growing trend is hiring private chefs. Enjoying gourmet dishes prepared in the comfort of your villa or apartment is a luxury increasingly sought after. Private chefs not only create menus tailored to dietary needs and personal preferences but also handle everything from ingredient shopping to cleaning up. Additionally, some chefs offer interactive experiences, such as cooking classes or tastings, further enriching the culinary experience.
Technological integration: artificial intelligence and home automation
Technology is reshaping the way travellers experience Marbella, and luxury properties are no exception. In 2025, the integration of artificial intelligence (AI) and automation in holiday accommodations will be one of the key trends. Luxury villa and apartment rentals in Marbella are adopting advanced technological solutions to offer guests a more personalised and efficient experience.
AI and automation applications include
- Chatbots for rentals: platforms are implementing chatbots to provide quick and personalised 24/7 responses. These virtual assistants enhance the guest experience from the first contact, streamlining bookings and queries.
- Voice assistants in luxury properties: guests can control lighting, temperature, and receive tailored recommendations for their stay using voice commands.
- Automated check-in and check-out: this trend is gaining traction in Marbella, eliminating queues and optimising guests’ time.
- AI-powered data analytics: personalised offers based on user preferences and behaviours, from activity recommendations to gastronomic suggestions.
Advanced home automation in villas and apartments also optimises energy consumption by automatically adjusting heating, lighting, and other services. This not only improves sustainability but also allows property owners to manage consumption and reduce costs. Dynamic pricing models further enable flexible tariff adjustments based on demand, maximising revenue without compromising competitiveness.
Growth in gastronomic tourism: Marbella, a culinary paradise
Marbella is a top destination for food lovers, thanks to its impressive selection of Michelin-starred restaurants. The city offers a unique culinary experience where haute cuisine meets an exclusive and sophisticated atmosphere.
Among the standout restaurants are:
- Dani García Restaurant, with three culinary concepts exploring the best of Andalusian cuisine.
- Skina, renowned for its intimate setting and focus on high-quality local ingredients.
- Back, awarded a Michelin star in 2023, located in the city centre.
- Other establishments, such as Messina and Nintai, also contribute their distinctive touches with innovative menus and cutting-edge culinary techniques.
While Marbella is known for its prestigious Michelin-starred restaurants, the city also boasts a rich variety of local taverns and bars that embody the authentic gastronomy of the Costa del Sol. These establishments, though lacking international distinctions, are true gems for those seeking to savour the region’s fresh and vibrant flavours.
Surrounded by agricultural fields and a rich fishing tradition, Marbella enjoys exceptional produce that, combined with its privileged climate, forms the basis of its cuisine. In its taverns, you can enjoy simple yet flavour-packed dishes such as fresh coastal fish, local seafood, or seasonal vegetables.
By 2025, Marbella is set to be a luxury destination that blends sustainability, personalisation and advanced technology, offering unique and high-level experiences to the most demanding travellers.
As a villa or apartment owner in the Costa del Sol, it’s essential to stay ahead of these emerging trends and ensure your property stands out in such a competitive market. At Banús Rentals, we have the expertise and knowledge to manage your property efficiently, maximising its profitability while embracing the latest trends in luxury tourism, sustainability and technology. Let us handle all aspects of management and maintenance of tourist accommodation so you can enjoy the rewards of your investment in a Marbella that’s always ahead of the curve.