On June 25, Prestige Expo co-founder Vitaliy Rushchynskyy took part in the inaugural Forbes Real Estate Forum Costa del Sol, held at the Hotel Kimpton Los Monteros in Marbella. The forum brought together developers, investors and institutional voices to discuss the Costa del Sol as a global destination for investment and quality of life.
Rushchynskyy used the stage to lay out the thinking behind two decisions Prestige Expo Group had already made. Where to build, and how.
The land is what is running out
“On the Costa del Sol, we are not running out of buyers,” Rushchynskyy declared. “We are running out of land.”
He drew a distinction that runs through everything Prestige Expo Group builds.
“Expensive housing is a matter of price,” he said. “Prime housing is a matter of scarcity. Price corrects over time. Scarcity does not.”
Why Estepona
Prestige Expo Group was the first developer to bring a fully serviced, beachfront residential model to Estepona. It is a format already established in cities like London and Dubai, built to answer a new kind of international demand.
The town's own numbers support the timing. Between 2024 and 2025, the average price per square metre in Estepona rose from 2,902 euros to 3,219 euros. In the first quarter of 2026, it rose a further 13.2 percent year on year. Transaction volumes closed 2025 up 9.6 percent.
For Rushchynskyy, that growth is not the point on its own.
“It is not about predicting the price,” he noted. “It is about building the reason this place is chosen.”
What Tyrian is built on
Tyrian Residences comprises 40 beachfront homes in Estepona, from 300 to 1,060 square metres, developed with Grupo BZH and designed by Yodezeen and Arata Arquitectura. The building holds WELL Silver pre-certification, an international standard that measures a building's impact on the health and wellbeing of the people living in it, covering air quality, light, acoustics and materials. Tyrian is expected to be the first residential building on the Costa del Sol to receive it.
“Tyrian is a pioneer on the Costa del Sol, and in Spain, in bringing WELL certification to residential real estate,” Rushchynskyy observed. “It means we look beyond the sea view and the finishes, to how the air, the acoustics and the light in the building take care of the people living inside.”
The project sits within a wider change to Estepona's seafront. A stretch of surface parking on Avenida Litoral is being converted into roughly 20,000 square metres of public green space, including a landscaped pedestrian corridor of about 8,000 square metres open to the whole community. Malva Beach, the restaurant from chef Txema Palacio at Playa de la Rada, includes a space reserved for Tyrian residents alongside its public dining room.
Tyrian was named Spain's Best Residential Development at the European Property Awards 2025 to 2026. It follows Villa Cullinan, a Prestige Expo project in La Zagaleta that sold for 32 million euros and was named Best Residential Property in Spain and in Europe at the International Property Awards 2019 to 2020.
Building for its owners
“Building a home is the easier part,” Rushchynskyy said on stage. “The difficult part is creating all the services around it that make that home truly work for the client. Tyrian is conceived as a building that works for its owners.”
“The next revolution in luxury residential will not come from design alone,” he explained. “It will come from management companies. In a few years, buyers will not choose only a home. They will choose the quality of their daily life.”
A different kind of buyer
“People with money used to look for places where they could be seen,” Rushchynskyy explained. “Today, they are looking for places where they can live well. For this profile, living well means having more privacy.”
He pointed to a change in who is arriving on the coast.
“The Costa del Sol used to be a holiday destination,” he told the forum. “Today, many of the families who visit us are young, with children. They ask about nearby schools, gyms, tennis academies. They want to raise their children here. That profile has nothing in common with the buyer of ten years ago.”
He framed the wider shift in similar terms.
“The Costa del Sol is no longer only a place people come to on holiday. For many of our international clients, it is one of the few places in Europe where they can work, build a career and grow professionally, while enjoying a high quality of life.”
Frequently asked questions
What is the Forbes Real Estate Forum Costa del Sol?
The Forbes Real Estate Forum Costa del Sol is the first forum organised by Forbes Spain focused on this market. It was held on June 25, 2026, at the Hotel Kimpton Los Monteros in Marbella. Prestige Expo co-founder Vitaliy Rushchynskyy took part as a panellist.
What is Tyrian Residences?
Tyrian Residences is a beachfront development in Estepona by Prestige Expo Group and Grupo BZH, designed by Yodezeen and Arata Arquitectura. It comprises 40 residences from 300 to 1,060 square metres and holds WELL Silver pre-certification.
What is WELL Silver pre-certification?
WELL is an international standard that measures a building's impact on the health and wellbeing of the people living in it, covering air quality, light, acoustics and materials. Tyrian is expected to be the first residential building on the Costa del Sol to receive it.
Has Tyrian won any awards?
Tyrian Residences was named Spain's Best Residential Development at the European Property Awards 2025 to 2026.
