Exclusive beach clubs, endless rounds of prosecco, and bronzed, bikini-clad bodies in every direction… Marbella has long enjoyed its reputation as Spain’s most glamorous resort town.
If the Costa del Sol resort – once beloved of Gemma Collins and her TOWIE co-stars – had fallen slightly out of favour slightly since Dubai became Influencer Central a decade ago, this glamorous Spanish party haven is now firmly back on the holiday map.
Getaways to the UAE amid conflict in the Middle East are firmly on pause, and Marbella is likely to be poised for its busiest summer in a while – could it finally be Marbs’ time to shine once more?
Bethany Hall, a travel expert with over 17 years in the industry, tells the Daily Mail: ‘Some travellers who might previously have chosen Dubai or other long-haul luxury destinations are now leaning back towards Europe.
‘Ongoing tensions in the Middle East are making people think twice, and Marbella offers that same mix of glamour, beach clubs and luxury, but just a couple of hours from the UK.’
Once a playground for Hollywood stars, billionaires and aristocrats, the Spanish resort is now more commonly linked with reality TV cast members, Instagram-snapping influencers and party-loving tourists.
Marbella has long been renowned as one of Spain’s most glamorous resort towns thanks to its long stretch of coastline, chic boutiques, yacht-lined marina and exclusive beach clubs
As Dubai regulars flee the Emirati hotspot amid escalating conflict in the Middle East, could it be Marbella’s time to shine once again?
Already renowned for its long stretch of coastline (known as ‘the Golden Mile’) and upscale venues like Nikki Beach and Ocean Club, Marbella’s popularity surged even further thanks to the British television series The Only Way is Essex (TOWIE).
In the show’s recurring ‘Marbs’ specials, cast royalty such as Gemma ‘The GC’ Collins, James Argent and Jess Wright would jet off to the party destination for a week of intense drama, skin-tight swimwear, and late nights at La Sala By The Sea.
According to data shared by holiday booking website Hotels.com, these annual episodes sparked a notable tourism boom, with searches for Marbella increasing by a staggering 72 per cent in April 2014.
Who else loves Marbs? Household names including EastEnders star Jacqueline Jossa, former Geordie Shore cast member Sophie Kasaei, influencer Lauryn Goodman and even Hollywood A-lister Eva Longoria have all enjoyed some Costa del Sol charm.
However, before Marbella became a magnet for social media and reality TV stars, it was deemed something of an exclusive hideaway for the ultra-rich and famous.
Pictured (L-R): TOWIE stars Ferne McCann, Pete Wicks and Diags in Marbella in 2015. The show propelled the resort’s status as a premier holiday destination during that era
Pictured: TOWIE cast members Lydia Bright and Chloe Lewis visit Sisu Boutique Hotel, Marbella, Spain in 2015
One of the series’ most iconic scenes took place in Marbella, which saw Gemma Collins (pictured) flaunting her curves to James ‘Arg’ Argent following a tense confrontation
Desperate Housewives star Eva Longoria seen enjoying a family day out on the beach in Marbella, looking relaxed and carefree as she soaked up the sunshine and embraced the beach life
When tourism began to boom across Europe in the 1970s, Spanish coastal towns were the place to be and Marbella, once a humble fishing village, emerged as a hotspot for the jet-set crowd – and the pinnacle of Mediterranean glamour.
Wealthy business figures, royalty like Saudi King Fahd, and Hollywood celebrities such as Elizabeth Taylor and Joan Collins regularly flocked there, drawn by the city’s sunshine, privacy and laidback luxury.
Back then, a typical afternoon in the Andalusian hotspot looked like something straight out of Miami Vice.
At the Marbella Club Hotel, breezy days melted into booming nights, while the Puente Romano Beach Resort became the place to see – and be seen.
Gleaming yachts docked in nearby Puerto Banús, while Rolls-Royces and Ferraris would typically park up along the palm-lined streets.
Sunkissed guests clad in linen and pastel bikinis spent their days sipping champagne and tucking into beachside lunches at noon, before hitting late night parties that rolled into the early hours.
Back then, there were no influencers, rowdy holidaymakers, and sunbed wars – and the luxury was not the kind you could revisit on an Instagram feed.
While Marbella may no longer be quite as exclusive as it once was, the resort still attracts vast numbers of visitors each year.
George Hamilton, Elizabeth Taylor, Adnan Khashoggi and Jaime De Mora Y Aragon. Khashoggi invited them on holiday in Marbella, Spain in 1986
The 1980s were a golden era for Marbella as tourism peaked across Europe
Just four decades ago, a typical afternoon in the Costa del Sol hotspot looked like something straight out of Miami Vice
The Rothschild family round the pool at their home, the villa Santa Margherita, reputed to be the most beautiful house in Marbella
Sunkissed holidaymakers in colourful, pastel swimwear spent their days sipping champagne by the pool, before rocking up to parties that rolled into the early hours
Actor Sean Connery’s villa in Marbella in 1989
Terry von Pantz, wearing a white gown, with guests at her home in Marbella in August 1980
Gleaming yachts docked in nearby Puerto Banús, while Rolls-Royces and vintage Mercedes would line the streets
Tourism across the wider Costa del Sol reached record levels in 2024, with more than 14 million travellers visiting the region, according to Spanish newspaper publisher SUR in English.
Marbella itself welcomed more than 700,000 hotel guests that year, generating millions of overnight stays.
British tourists remain one of the town’s most significant visitor groups, with roughly 120,000 travellers from the UK visiting in 2024 alone.
Numbers remained strong throughout 2025, and tourism officials expect demand to stay high – if not increase – heading into 2026 in the wake of the Iran war.
Travel expert Bethany Hall added: ‘I would estimate bookings to be up around 10–15 per cent compared with last summer from UK travellers alone, as people look for destinations that offer guaranteed sunshine, luxury experiences and easy access from the UK.
‘While it’s long been known for its glamorous beach clubs and nightlife, it has also become increasingly popular with families, thanks to its safe beaches, luxury resorts, family villas and huge choice of restaurants and activities.
‘If current booking trends continue, it wouldn’t be surprising to see one of the busiest summers Marbella has had in recent years.’
Nikki Beach (pictured) might be known for its extortionate fees for drinks and sunbeds, but it’s one of the most sought-after venues in modern day Marbella
The stars of Love Island came together at popular beach club La Sala in 2019 to celebrate the nail-biting finale of the hit ITV show whilst holidaying together in Marbella
Pictured: Ellie Nutall and Harrison Sullivan (HS Tikky Tokky), who appeared in the 2026 documentary in Louis Theroux: Inside the Manosphere, where Marbella formed a backdrop
Even today, Gemma Collins regularly returns to Marbella for a dose of sun, sea and shopping
With over a million revellers in 2024, the city has solidified its status as a top tier party hotspot, with visitors splurging on its most popular – and expensive – clubs.
Despite beachside venues like Nikki Club charging as much as £560 for a sunbed and drinks package, and VIP tables going for as little as £500 at the likes of Aqwa Mist and Pangea, holidaymakers continue to treat these exorbitant costs as trophies.
Sorrel Ashton, an independent luxury travel advisor and founder of Sorrel Travel, added: ‘Marbella is a great all-round destination that benefits from equally gorgeous weather at Easter and October – not many places in Europe are like that – so expect demand to surge.
‘It also has some fantastic classic hotel chains including Nobu, Marbella Club Hotel and Hard Rock Hotel, so it’s a “safe bet” for those who prefer to stay with familiar chains.’
Marbella might have lost some of its old-school exclusivity, but when it comes to popularity, it’s very much still in fashion.
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