In tourist terms people speak of the Costa del Sol, a collective region that stretches from Sotogrande in the west past the city of Málaga to Nerja in the east. In real estate terms, however, it has become increasingly clear that the luxury properties, amenities and lifestyle that draw many affluent investors and homeowners are focused on an area that has Marbella at its heart but extends into Benahavis and Estepona.
This region possesses some of the finest real estate areas not just on the Costa del Sol, but in all of Europe, so while we often speak of Marbella we tend to also mean parts of Estepona and most of Benahavis. The latter adds to illustrious Marbella addresses such as the Golden Mile, Sierra Blanca and Los Monteros its own top-grade names in the form of El Madroñal, La Zagaleta and La Reserva de Alcuzcuz.
In this way each of the three areas offers a distinct setting, lifestyle and real estate proposition that ranges from the glamorous beachside locations of Marbella to the country club environment of Benahavis and select beachside areas of Estepona such as the New Golden Mile. Together, however, this roughly triangular area encompasses beach, mountain and valley in a manner that makes it one of the prime luxury destinations in Europe and globally.
Building upon a strong brand
Known as ‘The Golden Triangle’, this luxurious enclave on the southwest shores of the Mediterranean has become associated with luxury, exclusivity, glamour and a privilege built on climate, setting and lifestyle. Naturally the properties available here are in keeping with such lofty characteristics, and together these elements conspire to create a sense of allure that has long since translated into one of Spain’s most successful luxury brands.
Now the local authorities, in the form of the town halls of Marbella, Benahavis, Estepona, the regional tourist board and the Deputation of Málaga, are keen to build upon the strong brand appeal of the Golden Triangle and harness its positive associations with luxury and quality to turn it into an internationally recognised concept. In a world driven by notions of brand identification, the idea is to further the appeal of Marbella and its surroundings to a growing audience of affluent Russians and Asians.
The plan extends beyond mere promotional campaigns around the world, and now that construction activity is resuming in the region it also aims to present the Golden Triangle as a safe, mature and business-friendly place in which to invest. In other words, the authorities are keen to show the world that the Marbella area has cleaned up its act and that future development will occur along sensibly managed and transparent lines designed to increase further growth without harming its intrinsic desirability.
As a premium brand, the Golden Triangle already has stunning scenery, real estate and amenities in its arsenal. If well managed, this benign corner of Europe can continue to expand its brand values and be associated with the very best the world has to offer.