Marbella continues to prove that its appeal is far from seasonal. According to the latest data released by the Marbella Town Hall, the city’s registered population reached 172,063 inhabitants as of September 2025 — an increase of 5,288 people compared to the end of last year. That’s the equivalent of around 20 new residents arriving every single day, or roughly 590 per month, adding sustained pressure to housing demand across all price segments.

The pattern of growth has been consistent. Marbella gained 4,173 residents in 2021, 6,939 in 2022, and 4,274 in 2023, making 2025 already the third-largest annual increase of the past decade. Beyond the population rise, the city’s workforce also tells a story of expansion: 81,390 people were registered with Social Security by September 2025, up by 11,350 since 2021. These figures confirm what those on the ground already sense — Marbella is transitioning from a luxury resort into a thriving year-round hub for residents, entrepreneurs, and remote professionals.

For the real estate market, this population surge carries clear implications. Every new resident represents potential demand — whether for homeownership, long-term rental, or short-stay accommodation. The steady influx strengthens market fundamentals by widening the buyer base, supporting stable pricing, and encouraging ongoing development. For sellers, it means a larger pool of qualified buyers and continued confidence in Marbella’s property values. For buyers and investors, it signals that demand is outpacing supply in key areas, positioning early entrants for stronger returns.

The rise in the workforce is particularly significant. An increase of over eleven thousand new workers in just four years reflects both local job creation and the broader diversification of Marbella’s economy. While tourism remains central, the city is also attracting service professionals, digital entrepreneurs, and lifestyle migrants who are making Marbella their permanent home. This shift supports a more balanced, sustainable housing market — less dependent on the summer season and more grounded in consistent, year-round activity.

To accommodate this growth, Marbella’s Town Hall has announced plans for several thousand new affordable homes (VPOs). In San Pedro Alcántara alone, 399 are already under construction or licensed, with a target of reaching 800 within five years. While this may help alleviate pressure in the lower and mid-range segments, premium and luxury areas continue to experience constrained supply — particularly on the Golden Mile, Sierra Blanca, and Nueva Andalucía — where demand continues to exceed available inventory.

This environment presents both opportunities and challenges. Property owners benefit from a strengthening market and continued upward pressure on values, while developers see clear incentives to fast-track new projects. Yet growth also brings responsibility: the pace of infrastructure, urban planning, and public services must keep up with demographic expansion. Marbella’s new General Urban Development Plan (PGOM) will therefore play a key role in shaping how and where this population increase is absorbed, ensuring that growth remains both sustainable and strategic.

From a strategic standpoint, investors would be wise to view this data as more than a demographic curiosity. It’s a leading indicator of long-term market resilience. Rising population correlates with consistent demand for property, retail, hospitality, and services — all of which contribute to value stability and future capital appreciation. Whether purchasing a villa in La Zagaleta, a beachfront apartment near Puente Romano, or a family home in San Pedro, the underlying market trend remains favourable.

Of course, not all growth is equal. Certain sub-markets may experience faster appreciation than others, and there’s always a risk that infrastructure or planning delays could temporarily slow development in emerging zones. Additionally, affordability pressures are likely to increase for local residents, potentially prompting future regulations around short-term rentals or new construction. But even accounting for these factors, Marbella’s fundamentals remain exceptionally strong compared to other Mediterranean destinations.

Marbella’s population is growing rapidly, its workforce is expanding, and its urban plan is evolving to accommodate a new generation of residents and investors. This convergence of factors creates a dynamic property environment — one that rewards both timing and informed strategy. For those already holding real estate in Marbella, it reinforces long-term value. For those considering entry, it underscores why waiting rarely pays off in markets defined by genuine demand.

At JUST Real Estate, we continue to monitor demographic and economic indicators closely to guide our clients through every stage of the property journey — from acquisition and investment to valuation and resale. If you would like to understand how Marbella’s ongoing population growth could influence your property decisions, our team can provide personalised insight into neighbourhood trends, pricing movements, and new development opportunities.