The TOWIE cast famously go every year, but this is the It-crowd who rule the roost in Marbella.
While we're used to seeing the likes of Arg, Gemma and Mario cavorting in the sun for a week or two, the cast of ITV Be's brand new reality show, Life On Marbs, are the real playboys and girls of the Spanish Coast.
From millionaire businessmen to former models and privileged club promoters, the stars of this outlandish new reality show live a lifestyle so lavish that it's beyond most people's comprehension.
Take public school boy Adam Graham, 23, who has been heading to Marbs with his family since he was little - and he's recently decided to extend his holiday indefinitely, bragging: 'Two and a half months ago I came to Marbella for a party, and I still haven't gone home yet.'
Adam and his older brother Jeff, 25, who's a club promoter in the exclusive town and it's nearby port, Puerto Banús, are just some of the larger than life characters that hold the real star power in the Costa del Sol.