Our project for the new master plan in Marbella is proposed as an alternative to the touristic development that has happened in other places in the Mediterranean (Croatia) or in the world (Dubai), highlighting as key elements the mechanisms of public policy which are able to transform the models of touristic exploitation. We propose Marbella as a brand from which a model of tourism management won’t solely be guided by the private sector but will inclusively be managed by the public sector. We aim to promote a new line based on the binomial, Identity and Sustainability. Identity as the fundamental element for social cohesion and location and sustainability as a fundamental element for the equilibrium of the system. The goal of this project is to achieve a representative space with aura, a space which may turn into an urban reference for the city. With this ambition, we will combine strategies to improve urban/public space quality, and programmatic-organizational efficiency with the specificities of local culture.