Enter the Dragon!

The Chinese are coming. Over the past decade, Chinese real estate investors have become especially interested in Andalusia.

In 2024, China's outbound investment jumped by 12.5%, showing a strong appetite for overseas opportunities. This surge is not just about numbers; it's about a growing curiosity and confidence in exploring new markets. Andalusia, with its rich culture and sunny climate, is becoming a hotspot for these investors.

Chinese tourists are flocking to Andalusia, with visits skyrocketing by 133.1% in 2024. This isn't just about sightseeing; it's about getting to know the region better. As they explore the local charm, many are considering real estate investments, seeing the potential for both personal and financial growth. The Chinese government is on board, actively encouraging its citizens to invest overseas. This investment will continue to grow, especially with the announcement that Air China plans to offer three direct flights per week throughout the year between the Asian country and Malaga, Seville or Granada from the airports of Beijing and Shanghai.

 This aligns with their broader economic strategy, which aims to diversify and strengthen their global presence. Andalusia, with its stable and growing real estate market, fits perfectly into this plan.

Local tourism officials in Andalusia are not sitting idle. They're strategically promoting the region to the Asian market, highlighting its appeal as a prime investment destination. The region's real estate market is characterized by strong demand and rising prices, making it a lucrative option for foreign investors.

Marbella is actively seeking that investment with a series of visits to exhibitions in China, as well as hosting delegations and welcoming important international investment and tourism conferences in the city this November

At the start of 2025, a round table discussion centred on the burgeoning potential of Chinese tourism, as well as underscoring Marbella strategic initiatives aimed at capitalising on this lucrative market. With a remarkable surge in the number of Chinese tourists visiting Spain, the objective of this initiative was to enhance Marbella's allure to affluent Asian travellers, particularly during the traditionally quieter low season. Over 700,000 Chinese tourists visited Spain last year, an 82 percent increase compared to before the pandemic. “Their average spending during their stay is almost 3,000 euros, and they use social media as a key factor in obtaining tourist information and sharing their experiences,” Laura de Arce, Marbella Tourism Delegate, noted during the event that taught attendees the principles of “breaking myths, understanding their culture, and taking the right path.”

The World Federation of Tourist Cities (WTFC) from Beijing will hold its 25th Congress in Marbella in November. The event will offer the city a unique opportunity to present itself on a global stage, enhancing its attractiveness as a tourist and investment hub. “This is first time that the congress will be hosted by a Spanish city and that will have a great impact, both due to the economic activity that will be generated during its development and the profitability in attracting visitors from different markets in the short and medium term. Our challenge is to continue promoting Marbella's attractions and virtues as a unique location in the world and to generate agreements with industry players in order to position ourselves as a leading destination in Europe for the Asian market," said Marbella Mayor Ángeles Muñoz.

Marbella is also eager to attract direct investment from Chinese Tech companies. The first edition of the “Roadshow Silk Road3: Connecting capital, culture and business”, is an international event in November that promises to put it on the global map of investment, innovation and entrepreneurship. The ultimate aim is to Marbella a hub of great strategic value, especially aimed at Chinese companies interested in making the leap abroad. Economic Development Adviser, Alejandro Freijo, emphasises that this project is a decisive step towards the construction of Marbella 2.0, a modern ecosystem capable of attracting high-impact companies, international entrepreneurs and strategic capital.

Mayor Muñoz held high level meetings with delegates from Hangzhou and Hefei in the early planning stages of the event. The meeting with entrepreneurs from Hefei underlined the interest of the Chinese city in the technological ecosystem that is developing in Marbella, while at Hangzhou they explored avenues of collaboration aimed at promoting an international innovation platform and promoting the start-up of companies linked to science and technology. The goal was clear: to open a door from Marbella to this new market.

The event is part of the construction strategy of a Marbella 2.0, which goes beyond tourism and seeks to diversify the local economy with the arrival of capital and technological companies. This is a paradigm shift, with which the city aspires to become a recognised innovation centre in southern Europe.

 The key is to take advantage of Marbella's privileged geographical position, attractive lifestyle and ability to attract international talent.