Billy Peterkin, 59, was crossing a busy road in Puerto Banus, Marbella when he was killed last night.
Mr Peterkin, from Glasgow, was known for his work in the licensed trade, which included time running The Nile bar in the city.
He had been in Spain on a golfing holiday with a group of close, long-time friends.
A statement issued on behalf of his friends and family said they are “completely devastated”.
A Foreign Office spokesman said: “We were made aware of the death of a British national in Spain on 3 May.
“We are providing consular assistance.”
Mr Peterkin was engaged to be married.
He had one daughter.