In a landmark development for one of Spain’s most sought-after coastal destinations, the City of Marbella is on the verge of adopting its long-awaited new Plan General de Ordenación Municipal (PGOM), the city’s updated general urban development plan. Following a favourable report from the Junta, the local council is expected to grant final approval in the coming weeks during a plenary session.

The PGOM replaces the outdated PGOU from 1986, which has governed urban planning for nearly four decades. This modern framework is in line with Andalucia’s regional laws, making the city the first in Andalucia to complete the adaptation. The plan provides a comprehensive roadmap for land classification, sustainable growth, infrastructure, green spaces, and connected development. It will allow for urgent new building of homes and bring more employment to the Costa del Sol.

Decision cancels old judgment against Marbella

Such a long delay originates in a turbulent history of urban planning challenges. After irregularities during the 1990s under previous administrations, a 2010 revision was annulled by Spain’s Supreme Court in 2015, forcing a reversion to the 1986 rules. This created prolonged regulatory limbo, stalling thousands of projects, complicating property classifications, and generating legal uncertainty for owners and developers with evolving environmental standards, population growth, and infrastructure demands.

Mayor Ángeles Muñoz has called the progress “magnificent news” for the entire city, saying it was achieved in “record time” through strong collaboration between local and regional authorities. The new PGOM promises greater legal certainty for property owners, reduced bureaucracy, faster permit processing, and a balanced, inclusive approach to future challenges.

Good news for expat developers

For Marbella’s expat community, comprising around one-third of residents, this is particularly welcome. International buyers and investors gain improved confidence from clearer rules, minimising risks in the real estate market. It unlocks stalled development potential, supports controlled expansion of amenities, and preserves the high quality of life that draws retirees, families, and higher-net-worth individuals.

As one local real estate expert put it: “Clarity equals confidence, and confidence drives growth.” With this step, Marbella enters a new era of stability and sustainable prosperity on the Costa del Sol. As well, Marbella can finally leave its dark political history behind and move forward.

Gen Alpha, those born between 2013 and 2025, is the largest generation globally, representing 24 per cent of the population. While most of Gen Alpha is still in primary school, they already have a strong hold on retail markets. In fact, by 2028 their collective spending power will exceed the trillion-euro mark, according to Colliers.

This rapid growth in influence is already shaping how companies design products, build marketing strategies, and approach long-term consumer engagement.

Retailers and brands increasingly recognise that this generation will soon dominate consumer markets. Even though their direct purchasing power is often controlled by parents, their influence over household spending decisions is significant. Children frequently guide choices related to toys, entertainment, technology, clothing, and even family activities. As a result, businesses are paying close attention to their preferences, behaviours, and digital habits.

Digital natives and changing spending habits

As the first generation born into a completely digital age, their spending habits differ drastically from past generations, playing with expensive devices over cheap toys. Tablets, gaming consoles, smart devices, and connected toys have become a central part of their daily lives. For many children in Gen Alpha, technology is not a novelty but a normal part of learning, entertainment, and social interaction.

This constant exposure to technology also shapes how they discover brands and products. Because of this, companies increasingly integrate digital experiences into their marketing strategies to capture the attention of young consumers.

Data collection and the creation of consumer profiles

While children are using these electronic devices, tech companies collect their data, creating a consumer profile to better target advertisements. Gen Alpha’s consumer profile will follow them from childhood to adulthood. This long-term data tracking allows companies to refine advertising strategies and personalise marketing messages over time.

The growing use of data analytics means that brands can predict future preferences and behaviours with increasing accuracy. However, it also raises concerns about privacy, digital ethics, and the long-term implications of collecting data from such a young age.

Brand loyalty and early marketing strategies

Brands now consider Gen Alpha their current customer base, and specifically market their products to this demographic. They create a loyalty that will pay off when the young shoppers become adults with their own money to spend. Early brand exposure often leads to lasting consumer relationships, making Gen Alpha a valuable long-term target for companies across industries.

The future of in-person shopping

Data also reveals Gen Alpha prefer to have agency in what they buy, or what is being bought for them. Three-quarters of Gen Alpha prefer to shop in store, touching and trying products rather than simply online shopping meaning they will play a crucial role in killing or resuscitating physical retail commerce.

Spain has introduced a new digital tool designed to make immigration paperwork easier for foreign residents, including thousands of British expats who regularly deal with residency renewals, work permits or family reunification processes. The reform creates an Electronic Register of Immigration Collaborators, allowing authorised organisations to submit immigration applications online on behalf of foreign nationals.

The measure, published in Spain’s Official State Gazette under BOE-A-2026-5128, forms part of the country’s broader effort to modernise administrative procedures and reduce the pressure on immigration offices.

Authorities believe that allowing trained organisations to handle electronic submissions could help make applications more accurate while reducing delays that many foreign residents currently face.

For expats navigating Spain’s complex bureaucracy, the change could offer another route to get immigration paperwork submitted correctly the first time.

New immigration register in Spain allows organisations to submit applications

Under the new system, Spain has created an Electronic Register of Immigration Collaborators, a platform that authorises certain organisations to act on behalf of foreign nationals when submitting immigration applications.

The organisations eligible to apply include recognised trade unions and non-profit groups that work with migrant communities.

However, joining the register requires meeting strict conditions. Organisations must be legally established in Spain and able to demonstrate experience assisting migrants with administrative procedures. They must also comply with tax obligations, social security regulations and data protection requirements.

Once approved, these organisations will be able to submit applications electronically using certified digital signatures, a process designed to integrate directly with Spain’s online immigration systems.

The government hopes that trained representatives will ensure applications are more complete and properly documented, reducing the risk of errors that often slow down processing times.

Spain’s immigration system is becoming increasingly digital

The reform is part of a wider shift that has been taking place across Spain’s public administration for several years.

More and more immigration procedures are now submitted electronically rather than in person, reflecting the government’s push to modernise how official services operate.

Yet despite the move online, many foreign residents still find the system difficult to navigate. Digital certificates, complex administrative forms and unfamiliar terminology can quickly become overwhelming, particularly for applicants who are not fluent in Spanish.

The new register is designed to bridge that gap between digital administration and practical support. By allowing trusted organisations to assist migrants with electronic submissions, the authorities hope to make the system more accessible while maintaining the efficiency of digital processing.

For expats, especially those dealing with frequent immigration procedures such as residency renewals or work permit updates, the new system could offer additional help in managing paperwork.

Lawyers and gestores remain essential for many immigration cases

While the new system expands the number of organisations able to assist migrants with submitting applications, it does not replace the role of legal and administrative professionals.

Immigration lawyers and professional gestores continue to play a crucial role in advising clients, preparing documentation, and ensuring that applications comply with Spanish immigration law.

This is particularly important for complex procedures such as work related visas, digital nomad visas, family reunification, residency modifications, or business activity permits, where professional advice can help avoid mistakes that could delay or jeopardise an application.

For many foreign residents in Spain, especially those navigating more complicated cases, legal guidance remains one of the most reliable ways to ensure the process runs smoothly.

What the reform means for expats living in Spain

For most foreign residents, the new system will not change the fundamental rules of Spain’s immigration framework.

The legal requirements for visas, residency permits and work authorisations remain exactly the same. What the reform changes is how applications can be submitted and who may assist in the process.

In practical terms, the creation of the register means that more organisations will be able to help migrants prepare and submit applications through official digital channels.

For British expats and other foreign residents dealing with Spain’s administrative procedures, that could mean more support options and potentially fewer errors when submitting documents online.

The regulation entered into force the day after it was published in Spain’s Official State Gazette, marking another step in the country’s transition toward a more digital immigration system.

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