Puerto Banús, Marbella’s glamorous marina complex, is seeing a surge in spending from a new profile of tourists, breathing new life into its luxury stores, but it might not be who you think it is.
The weekend of March 15 saw visitors from these nations spend thousands of euro in a day. Gucci and Louis Vuitton benefited. The spree included a €15,000 handbag and watches priced at €30,000 each, showcasing the high rollers’ taste for the maximum in extravagance.
American and Chinese high rollers are replacing the old guard, which includes the British, French and Saudis. Local shop assistants report Americans favouring bold jewellery and watches, while Chinese tourists snap up handbags and accessories from brands like Loewe and Hermès.
‘Saturday was exceptional. “New faces and big budgets,” said an employee. Last year, Puerto Banús boutiques raked in €310 million, a 9.9 percent rise from 2023, and this weekend suggests 2025 could go way beyond that. CEO Juan Núñez credits the marina’s global allure, noting Saudi tourists also doubled their average spend since 2019, sometimes exceeding €59,000 per visit.
With five million visitors per year, Puerto Banús remains a magnet for big spenders, contributing €954 million to the Costa del Sol’s economy. Tourists enjoyed the marina for its high-end vibe, yachts, gourmet food, and almost blue skies. ‘It’s paradise for shopping,’ one American visitor remarked. Marbella’s luxury hub is aiming for another record-breaking year. Local businesses are hopeful that the international influx of tourists will signal a thriving shopping season, despite global uncertainty.