Marbella wins ‘Best Hub’ award at Startup OLÉ Salamanca for its innovation strategy

Marbella has received the international ‘Best Hub’ award at Startup OLÉ Salamanca 2026, one of Spain’s leading events focused on entrepreneurship, investment and technological innovation.

The award recognises the strategy developed by Marbella Town Hall through Marbellup, the municipal initiative designed to provide training, digital tools, workspaces and new collaboration opportunities for entrepreneurs, freelancers and small and medium-sized businesses.

The municipality was represented at the event by Alejandro Freijo, Director General for Economic Development and SMEs, who collected the award on behalf of Marbella Town Hall.

What the ‘Best Hub’ award recognises

The distinction presented in Salamanca highlights the development of Marbella’s innovation and entrepreneurship ecosystem.

Over recent years, the municipal strategy has focused on building a network of training initiatives, coworking spaces, business incubators, open innovation programmes and events connecting companies with investors.

The aim is to give new projects access to the resources they need to grow while helping established businesses adopt digital technologies and more innovative ways of working.

Marbellup at the centre of the strategy

One of the main pillars of this policy is Marbellup.

The initiative is linked to Marbella Town Hall’s Economic Development and SMEs department and acts as a meeting point for businesses, entrepreneurs, professionals and technology projects.

Its areas of activity include business training, digitalisation, artificial intelligence, automation, open innovation and employability.

It also promotes programmes designed to connect emerging talent with local companies.

More than 1,200 businesses have received training

According to figures released by Marbella Town Hall, the strategy developed over the past three years has helped train more than 1,200 businesses.

These programmes are intended to help local companies adopt new tools and adapt to technological changes that increasingly affect everyday business management.

Training covers areas such as digital transformation, entrepreneurship, emerging technologies and competitiveness.

260 projects supported and accelerated

The training activity has been complemented by 260 projects accelerated through municipal programmes and workspaces.

Business acceleration is designed to support entrepreneurs during the early stages of developing a new idea or company.

Support can include mentoring, professional contacts, workspace and access to innovation initiatives.

The objective is to reduce some of the barriers new businesses face when trying to move from an idea to a sustainable operation.

Coworking spaces and business incubators

Marbella has also expanded its infrastructure for entrepreneurs.

Coworking spaces and business incubators allow different professionals and companies to share facilities while building connections with other projects.

The model is intended to prevent startups and small businesses from working in isolation.

Being physically close to other entrepreneurs can also encourage collaboration, knowledge sharing and new commercial opportunities.

More than 4,000 attendees at major events

The municipality also reports that the main events developed as part of this strategy have attracted more than 4,000 participants.

Business and innovation events provide opportunities for entrepreneurs to meet investors, technology companies, public institutions and specialist professionals.

These events have become another tool used by Marbella to strengthen its position within national and international innovation networks.

Startup OLÉ Marbella plays a key role

Startup OLÉ Marbella has become one of the most visible elements of this strategy.

Its third edition took place on 17 and 18 June 2026 at Marbella’s Conference and Exhibition Centre.

The event was designed to increase visibility for startups, create strategic partnerships and connect entrepreneurs with companies and investors.

The municipality has already indicated its intention to continue developing the event in 2027.

Stronger links between Marbella and Salamanca

Marbella’s participation in Startup OLÉ Salamanca also strengthens the relationship between the two editions of the event.

Salamanca is one of Startup OLÉ’s main locations, while Marbella has gradually consolidated its own edition on the Costa del Sol.

This creates opportunities to connect local entrepreneurs and companies with a broader network of startups, organisations and investors.

Three days focused on entrepreneurship

Startup OLÉ Salamanca 2026 was held over three days.

The programme included conferences, panel discussions, startup competitions, professional meetings and networking activities.

These formats are designed to encourage knowledge sharing, access to potential investors and the creation of new business partnerships.

Marbella’s municipal delegation also used the event to meet representatives from public institutions, technology companies, startups and organisations linked to entrepreneurship.

Digital transformation as a central priority

One of Marbellup’s main areas of focus is the digital transformation of local businesses.

Digitalisation is no longer relevant only to major technology companies.

Retailers, service businesses, freelancers and small companies increasingly need digital tools to manage customers, automate processes and strengthen their online presence.

Municipal programmes aim to make that transition easier through training and practical support.

Training in artificial intelligence and automation

Marbellup’s 2026 programme has also included activities related to artificial intelligence and business automation.

These technologies can be used to improve administrative work, customer service, information management and content creation.

For many small businesses, however, adopting AI requires first understanding how it can be applied in a useful and realistic way.

Municipal training seeks to close that gap between available technology and practical business use.

Marbellup Open Talent connects young people and companies

Another initiative developed this year has been Marbellup Open Talent 2026.

The programme brought young people and companies together to work on real business challenges through an open innovation format.

Rather than focusing only on theory, participants were asked to develop practical solutions to needs identified by local businesses.

The project aims to connect talent, creativity and the local business community.

Diversifying Marbella’s economy

The innovation strategy also has a broader economic objective.

Marbella has traditionally relied heavily on sectors such as tourism, hospitality, retail, services and property.

By promoting technology and entrepreneurship, the municipality is seeking to encourage additional economic activity.

The aim is to attract businesses and professionals working in higher-value sectors while complementing Marbella’s existing economic strengths.

Attracting talent as well as tourists

Marbella’s international reputation has historically been closely linked to tourism.

The municipality is now also trying to use that visibility to attract professionals, entrepreneurs and investors.

Quality of life, international connections and an established business community are among the factors used to position Marbella as a place where new companies and projects can be developed.

The objective is for some visitors to see the city not only as a holiday destination, but also as a place to work and invest.

International presence

The municipality also says Marbella has increased its presence at business and innovation events outside Spain.

In recent years, contacts have been established at events in places including Miami, China and several European cities.

These initiatives are designed to build international links and present Marbella to companies and investors in other markets.

The long-term aim is to attract new projects and investment opportunities.

Innovation for established businesses too

The strategy is not focused exclusively on creating startups.

Another objective is to support businesses that are already operating in Marbella.

Technological transformation affects traditional sectors as well.

Digitalising processes, using artificial intelligence, improving data management or automating routine tasks can be valuable to businesses in almost any industry.

Marbellup is intended to help existing companies make that transition.

Free training for entrepreneurs

The Marbellup building hosts different training activities throughout the year.

In 2026, the municipality announced 12 new free courses focused on entrepreneurship and employability, developed in collaboration with Fundación Cibervoluntarios.

The courses were aimed at adults and covered digital skills and tools intended to improve professional opportunities.

This training programme complements Marbella’s larger business and innovation events.

From entrepreneurship to job creation

Supporting new companies also has a direct connection with employment.

If a new business successfully moves beyond its early stages and grows, it may begin hiring staff.

For that reason, entrepreneurship programmes often combine business development with employability initiatives.

Marbella’s strategy seeks to connect these areas so that the creation of new businesses can also generate new professional opportunities.

Marbella plans to continue Startup OLÉ in 2027

Following the third edition of Startup OLÉ Marbella in June 2026, the municipality has already expressed its intention to maintain the event next year.

The goal will be to continue increasing participation from startups, investors, companies and professionals.

Keeping the event on the calendar would also strengthen the connection between the Costa del Sol business ecosystem and wider national and international networks.

An award recognising three years of activity

The ‘Best Hub’ award comes after around three years of development of the municipal innovation strategy.

During that period, figures published by Marbella Town Hall include more than 1,200 businesses trained, 260 projects accelerated, new business spaces and over 4,000 participants at major events.

These are the main indicators the municipality uses to illustrate the growth of the Marbellup ecosystem.

A new boost for Marbella’s technology strategy

The ‘Best Hub’ award is more than simply another trophy.

It also gives Marbella’s municipal project greater visibility outside the Costa del Sol.

Receiving the recognition at an event attended by startups, investors and innovation organisations gives the city another opportunity to present its business ecosystem to new contacts.

The next challenge will be to maintain that momentum and measure how these support programmes translate over time into new companies, sustainable projects, investment and employment.