If you are a developer or marketing team working on a new project on the Costa del Sol, this is the most important question you can ask: who exactly is making the purchase decision — and how do they make it?
After 18 years of producing Ideal Home magazine and working directly with developers on their marketing strategies, we know exactly how the international buyer thinks in 2026. The data from recent months paints a clear picture — and it should form the basis of every marketing strategy that targets an international audience.
The market in numbers: why international buyers are decisive
The Costa del Sol is no longer an ordinary property market. In Málaga province, the share of foreign buyers reached 42.9% of all transactions — the highest figure of any Spanish province. In absolute terms, Málaga province recorded around 37,800 transactions in 2024, with approximately 39% from foreign buyers — again, the highest foreign share in all of Spain (source: MITMA).
In premium locations, this share is even higher. According to the latest data from Spain's notaries, international buyers account for 84% of all home purchases in the municipality of Benahavís. Anyone marketing a new development in the mid-range or above is, in practice, marketing to an international audience — and should align their communication strategy accordingly.
Price trends tell an equally clear story. Average asking prices across Málaga province reached nearly €3,850 per square metre in late 2025 — an increase of almost 14% year-on-year (source: Tinsa Q3 2025). For 2026, experts forecast continued price growth of 7 to 8% in Marbella, driven by sustained international demand and a structural shortage of well-located properties (source: The Agency Marbella / Idealista, March 2026).
Where do buyers come from?
The Costa del Sol remains one of the most internationally diverse property markets in Europe. The dominant buyer nationalities in 2025–2026 are well known — but the weightings are shifting.
British buyers still represent the largest single group. Despite post-Brexit complications around long-term residency, motivation remains strong: lifestyle, climate, and relative value versus the UK market.
German and DACH buyers form a consistently growing segment. Marbella consistently ranks among the most searched locations for foreign property buyers on the Spanish coast (source: Idealista/data, 2025/2026). German buyers are characterised by intensive research and are often motivated by investment considerations as much as lifestyle.
Scandinavian buyers — particularly Norwegians and Swedes — have high purchasing power and a strong preference for new builds and off-plan projects. In Benahavís, Swedish buyers account for around 10% of all international transactions (source: By Bright, December 2025).
Dutch and Belgian buyers have an increasing presence in the Marbella–Estepona corridor. Belgians account for around 9%, Dutch buyers around 7.7% of all international purchases in the area (source: By Bright, December 2025).
Middle Eastern and North American buyers are gaining significant ground in the premium and ultra-premium segments. Marbella's luxury segment has a growing presence of buyers from the USA and the Gulf states, making it one of the most competitive markets in southern Europe (source: Idealista/The Agency Marbella, March 2026). In 2026, the market feels more international than ever — North American buyers are increasingly present, and German buyers are emerging as one of the strongest growth forces (source: HiHomes, February 2026).
Who are these buyers — the profile in detail
The typical profile of the international property buyer on the Costa del Sol in 2026 is remarkably consistent across nationalities.
The average age is between 45 and 65 years. In Benahavís, the average buyer age is 52 — a figure that has remained stable for almost a decade. This mature demographic profile reflects higher purchasing power, quality awareness, and a preference for privacy, design, and wellness (source: By Bright, December 2025).
Most are in a phase of semi-retirement, planning early retirement, or purchasing a second home. The household budget for a purchase typically sits between €300,000 and €1,200,000. The decision is usually made jointly with a partner.
Crucially, this buyer is highly educated, well prepared, and arrives informed. Today's market no longer consists solely of retirees seeking sunshine. It includes working professionals, digital nomads, remote workers, and families relocating their lives (source: HealthPlan Spain, 2025).
How international buyers make decisions
This is where most developer marketing strategies fundamentally underestimate the buyer.
The international buyer does not discover a project and purchase it in the same session. The typical decision process follows clearly recognisable phases:
Phase 1 — Initial research (6 to 18 months before purchase): The buyer begins online. They consult property portals, read editorial content, review magazine articles, and follow recommendations from their network. In this phase, the picture forms of which regions, locations, and project types are worth considering at all.
Phase 2 — Shortlist formation: Projects that appear across multiple trusted touchpoints — portals, editorial coverage, recommendations, print magazines — make the shortlist. Projects that are not visible at this stage simply are not on the list.
Phase 3 — First visit to the region: Often a visit to a property show or a sales office. The buyer does not come to discover — they come to confirm their shortlist.
Phase 4 — Decision and negotiation: Usually within one to two visits, if the project matches the expectations formed during shortlisting.
The implication for marketing is clear: the shortlist is formed before the buyer arrives. If your project is not visible in the media buyers consume during their research phase, you are simply not on the list they bring with them.
What this means for your marketing strategy in 2026
Visibility in the right channels during the research phase is not optional for a project targeting international buyers — it is the entry condition for the conversation.
In concrete terms, this means: presence in specialist print magazines that the target audience actively consults. Editorial credibility that pure advertising messages cannot replicate. Visibility at property shows and in trusted digital channels. And — particularly relevant for the DACH market — clear communication in German, in a format and tone that matches the audience.
Digital platforms help agencies reach international clients more effectively and offer immersive experiences that present properties to potential buyers abroad (source: LPA Spain, 2025). But the data shows that print and personal encounter continue to play a decisive role in the decision process — particularly for the high-purchasing-power age group between 45 and 65.
The Ideal Home 2026 New Developments Special is part of this ecosystem. It is used by developers and agents to be visible precisely when international buyers are forming their shortlists.
Conclusion
The international buyer on the Costa del Sol in 2026 is more informed, more discerning, and more financially capable than ever before. They do not make decisions spontaneously — they prepare over months. Those who are not visible during this preparation phase have lost the race before it begins. The question is not whether you should invest in international marketing. The question is whether you are doing it at the right moment and through the right channels.
Sources: Idealista/data (2025/2026) · MITMA — Ministerio de Transportes, Movilidad y Agenda Urbana · Tinsa Valuation Data Q3 2025 · The Property Finders — Spanish Property Market 2026 · By Bright — Benahavís Property Insights 2025 · The Agency Marbella / Idealista News, March 2026 · HiHomes — Costa del Sol Property Trends 2026 · LPA Spain, 2025
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