Costa del Sol tipped to become Europe’s no. 1 luxury destination, says Prestige Expo

The luxury property market on the Costa del Sol is experiencing unprecedented growth, driven by a surge in international investor interest. Exclusive villas, sea-view apartments, and private residential developments are flourishing in towns such as Marbella, Estepona, and Benahavís, where demand far outstrips supply and prices are reaching record highs.

Drawn by the climate, lifestyle, and the rise of remote working, high-net-worth buyers see the Malaga coastline as a unique opportunity for both investment and luxury living. This property boom is reshaping the region’s socioeconomic landscape and reinforcing the Costa del Sol’s status as one of Europe’s most sought-after luxury destinations. To delve deeper into this transformation, idealista/news spoke with Vitaliy Rushchynskyy, CEO and founder of Prestige Expo, a development group specialising in high-end real estate.

Rushchynskyy asserts that “the Costa del Sol has the potential to become Europe’s number one luxury destination.” However, he emphasises that success will require more than just construction: “The region must invest in infrastructure, services, leisure, gastronomy, and sustainability.”

Tyrian Residences: A new benchmark

Tyrian Residences Prestige Expo y BZH

You recently launched the Tyrian project. How would you describe it?

Tyrian Residences is our first and most ambitious residential apartment development to date. It draws on our extensive experience in building luxury villas, but our aim here was to merge the quality of life and five-star service of a hotel with the privacy and comfort of a villa — all within an apartment format.

It’s not just a property with four walls — it’s a lifestyle. After studying the Spanish market in depth, especially the Costa del Sol, we concluded that no existing development offered the architectural, technical, technological, and service standards we were aiming for. We’ve seen this level in Monaco, London or the U.S., but not yet along the Spanish coast. We want to change that.

What sets Tyrian apart from other branded residences?

One of Tyrian’s most striking features is its architecture — particularly the terraces. They are column-free, with dramatic structural overhangs, a design usually reserved for luxury villas. Bringing that level of engineering to an apartment setting demanded immense technical knowledge and top-tier construction expertise.

Each residence offers panoramic views of both sea and mountains. Achieving this across all units was a significant architectural challenge, but we succeeded. On the technological front, the building will have 20 lifts for just 40 units, including private lifts from garages — accommodating up to five vehicles — directly to the penthouses. Five lifts will be reserved exclusively for service areas, ensuring staff and residents don’t cross paths, thereby guaranteeing maximum privacy.

The building will also feature state-of-the-art security, access, and smart home systems, allowing residents to control every aspect of their property from a mobile app.

The luxury market on the Costa del Sol

How do you assess the current state of the luxury real estate market on the Costa del Sol?

It’s enjoying one of its most dynamic and internationally appealing phases. Demand is no longer coming solely from traditional markets such as the UK or Northern Europe (Sweden, Norway, Finland), but is expanding to Central and Eastern Europe (Poland, Slovakia, the Czech Republic), the United States, and increasingly, Latin America.

This shows that Marbella — and the Costa del Sol more broadly — are now competing directly with globally renowned destinations such as the French Riviera or parts of Italy. In fact, we’re seeing clients who once chose those locations now turning their attention back to the Costa del Sol, drawn by its lifestyle, high-end property offering, and international profile.

The rise of remote working and the growing presence of major tech firms in Málaga, such as Google and Vodafone, are attracting high-level professionals with strong purchasing power and international mindsets. Add to that 320+ days of sunshine a year, excellent cuisine, and a unique natural setting that blends sea and mountains — it’s a winning combination.

All the signs suggest this trend is here to stay, and that the luxury market has many more years of growth ahead — provided we continue to develop not only properties, but also premium-level infrastructure and services.

And what does the future of the sector look like?

Very promising. While nothing is ever certain, all indicators point to sustained demand over the coming years. The recent global shifts — from the pandemic to geopolitical changes — have accelerated key trends such as remote work, decentralisation, and the pursuit of quality of life. These place the Costa del Sol in a prime position as one of Europe’s most attractive destinations.

Future development will need to go beyond simply building more properties — it must be thoughtful and balanced. Investment in infrastructure, services, leisure, gastronomy, and sustainability will be essential. If managed wisely, the Costa del Sol has everything it needs to become Europe’s number one destination for luxury residential living.

Hotspots and buyer profiles

Tyrian Residences Prestige Expo y BZH

Which areas are currently seeing the strongest growth?

Today, Marbella, Benahavís, and Estepona are all on par in terms of appeal to luxury buyers. A decade ago, Marbella clearly led the way, followed by Benahavís and then Estepona. But that dynamic has shifted. Each area has gone through its own development boom, and right now, Estepona is experiencing the fastest growth. The town has heavily invested in high-quality urban development, with a strong pipeline of upscale residential projects, enhanced infrastructure, refined gastronomy, and improved urban spaces.

Now, buyers who once focused solely on Marbella are also seriously considering Estepona and Benahavís. The decision often comes down to lifestyle rather than prestige. Those seeking urban energy, sophistication, and vibrancy tend to choose Marbella. Those who value tranquillity, natural surroundings, and exclusivity often gravitate toward Benahavís or Estepona.

What kind of buyers are choosing the Costa del Sol, and what are they looking for?

Today’s typical buyer is international, discerning, and affluent. While the region has long been a favourite among Britons and Northern Europeans, it’s now attracting buyers from Eastern Europe, the U.S., and Latin America. We’re also seeing growing interest from Spanish buyers, particularly from Madrid and Bilbao, seeking second homes or holiday residences.

These are not first-time buyers. Most already own property — either in their home country or abroad. They know exactly what they want: quality, design, functionality, and comfort.

How important are style and design in a luxury home?

Design and style have become central to the definition of luxury. Increasingly, buyers want homes that are not just functional or well-located but also convey personality, exclusivity, and aesthetic appeal.

In the past, many were satisfied with the basics. Today, expectations are far higher. It’s not just about square metres or high-end finishes — it’s about how a space feels, how light flows through it, how the interior blends with the outdoors, and whether the home has a soul.

What’s more in demand: large villas or luxury apartments?

There’s no single answer — it depends on lifestyle and priorities. Both property types are in strong demand but appeal to different buyer profiles.

Large villas typically attract those seeking maximum privacy and space — families, long-term residents, or individuals who want independence and full control over their environment. The ability to create a private world within the home remains a major draw.

Luxury apartments, on the other hand, tend to appeal to buyers who value convenience and service. Often international, with homes in multiple countries, they favour low-maintenance living. Developments like Tyrian, a prime example of the branded residence model, now offer turnkey solutions with all the five-star services discerning buyers expect.

Are branded residences the future of luxury living?

Absolutely. The luxury market has changed. In the past, wealth was built over generations. Today, capital is created more quickly, and time has become the ultimate luxury. High-end buyers are no longer just looking for a beautiful home — they want instant comfort, tailored service, and a seamless experience. That’s where branded residences come in.

They offer a compelling mix: world-class design and architecture backed by renowned brands, five-star services, professional management, and often access to private communities or social clubs. It’s a perfect fit for the modern luxury buyer — someone who already owns multiple properties and doesn’t want to spend time furnishing, hiring contractors, or dealing with day-to-day logistics. They want to arrive, settle in, and start enjoying from day one — and branded residences deliver exactly that.

About Prestige Expo

The CEO and founder of Prestige Expo, Vitaliy Rushchynskyy Prestige Expo

Tell us about Prestige Expo.

Prestige Expo is a Costa del Sol-based group specialising in luxury real estate development. It began in the early 2000s as a property maintenance and renovation company. Over time, it evolved into a premium developer, guided by experience and a clear vision.

The turning point came with the construction of a villa in La Zagaleta, which marked the formal birth of Prestige Expo as a luxury promoter. Since then, the group has grown organically, becoming a key player in the high-end sector, with over 20 companies under its umbrella and more than 20 active projects — including villas, residential buildings, restaurants, resorts, and mixed-use developments.

What was the sales process like for Villa Cullinan?

The sale of Villa Cullinan was as extraordinary as the property itself. With over 3,000 m² of cutting-edge design in one of Europe’s most exclusive gated communities (La Zagaleta), it became one of the most iconic luxury homes in Spain.

Despite the pandemic and international restrictions at the time, it was the first of several ultra-luxury properties sold by the group — a landmark transaction. The most surprising part? A legal representative of an international buyer walked into our offices unannounced, armed with a power of attorney and proof of funds. We organised a private viewing the same day, followed by a video call with the buyer. Minutes later, the deal was closed. The reservation contract was signed, and the deposit transferred within hours. It was a record-breaking sale — and a powerful endorsement of the Prestige Expo model.

Villa Cullinan idealista

What projects are you currently working on?

We have an ambitious and diverse portfolio of ongoing projects across the Costa del Sol and other strategic areas in Spain. We’ve expanded from individual villas to larger-scale developments integrating luxury residences, hotels, and commercial spaces — always within the luxury segment and with bespoke design at the core.

Right now, we’re building seven exclusive villas with unique architecture and prime locations on the Costa del Sol. Three are part of the Noura complex on Marbella’s Golden Mile, and the other four are in El Bosque II, a prestigious development in La Reserva de Alcuzcuz, Benahavís.

We’re also developing a flagship villa — still confidential in terms of location — that aims to surpass all previous projects in design, comfort, and exclusivity.

Are you working beyond the Malaga coastline?

Yes. In Cádiz province, we’ve just completed a 22-apartment development in Jerez, and we’re currently building over 70 villas and townhouses in Sanlúcar de Barrameda — homes ranging from 200 to 300 m². This forms part of a riverfront resort combining residences and high-end dining, right on the banks of the Guadalquivir.

That said, our primary focus remains on the Costa del Sol — where the group was founded, where our team is based, and where we’ve built a solid network of partners, architects, and local knowledge.

Any plans for international expansion?

Not at the moment. Our main partners live in Spain and prefer to work in an environment they know intimately — where they can ensure quality, control, and personal attention to detail. Our growth is guided by vision and responsibility. We’re not chasing volume but excellence in carefully selected locations that align with our philosophy of creating unique, timeless homes.