This year Forbes announced the results of the annual “20 Best European Destinations in 2024” survey, which received votes from over a million travelers across 172 countries, and Marbella secured the top spot. Marbella not only ranked among the top 20 but also claimed the number one position. It was described as a “sunny, five-star, natural, sporty, gastronomic destination that meets the expectations of the most demanding travelers.” This is the first time a Spanish destination has topped the list, surpassing destinations like Monaco, Malta, Geneva, and Batumi in Georgia.
This success follows another accolade, where Málaga was named the best city for expats to live, further solidifying the Costa del Sol’s prominence in 2024. The EBD’s criteria for evaluating destinations included climate, culture, gastronomy, infrastructure, sustainability, natural beauty, sports and leisure activities, quality of life, and factors like social media popularity and smart tourism development.
These elements helped propel Marbella to the top, highlighting its status as the “Best European Destination of 2024.” Marbella’s success reflects the current trend towards luxury travel, though it also outperformed less traditional destinations such as Cap Ferret, Sirmione, Porto-Vecchio, Ponza, and the Faroe Islands. The modern tourism market has diversified, catering to those seeking luxury and active leisure, those in search of peace and tranquility, and those who desire a mix of both. Marbella’s appeal lies in its ability to cater to a wide range of tastes. Its charm extends beyond glamour to encompass sports, fine dining, luxury accommodations, social activities, and leisure.
Visitors can also enjoy extreme sports in the nearby mountains, water activities, high-end shopping, cultural excursions to Málaga, and authentic Andalusian experiences in nearby villages. Marbella offers a cosmopolitan lifestyle with modern amenities, natural beauty, and tranquility. Additionally, its proximity to the Sierra Nevada, which has a long ski season, and Tarifa, a popular surfing destination, broadens its appeal. Marbella provides the flexibility to create a personalized lifestyle, whether for short visits or long stays. Safety, accessibility, and a welcoming atmosphere further enhance the Costa del Sol’s attractiveness, located far from conflict zones and urban unrest.
Once known primarily for its beaches, Marbella now also stands out for its fine dining, with numerous Michelin-starred restaurants, iconic hotels, top-tier shopping, world-class golf courses and racquet clubs, and a diverse range of spa and wellness retreats. It has also become a sought-after destination for conferences, events, and medical tourism, thanks to its ideal climate and stunning scenery, whether mountains, golf courses, or the Mediterranean Sea.
Another key factor in Marbella’s rise to the top is its appeal as a year-round destination. While summer remains the high season, especially for beach clubs and resorts, Marbella attracts golf enthusiasts from September to June. Its status as Europe’s sunniest spot in autumn, winter, and spring draws many to its warm, vibrant atmosphere. Marbella offers visitors not only luxury and relaxation but also cultural experiences, including the nearby attractions of Málaga.
The town’s allure changes with the seasons: in summer, it focuses on the sea; in autumn, on the green golf courses; in winter, on snowy ski slopes; and in spring, on the blooming almond trees that transform the inland countryside into a picturesque landscape. Marbella offers a range of experiences, from its beachside promenades and charming old town to its luxurious villa communities, country clubs, and Puerto Banús nightlife. It is this diverse offering, rather than any single feature, that has made Marbella Europe’s premier resort destination.