Royal Caribbean to open first beach club in Europe

Royal Caribbean Group has unveiled plans to open a new private destination on the popular Greek island of Santorini, marking its first land-based experience in Europe and the latest addition to its growing global portfolio.

 

Set to debut in summer 2026, the Royal Beach Club Santorini will welcome guests sailing with Royal Caribbean International and Celebrity Cruises.

 

Described by the company as a “strategic expansion,” the project extends the brand’s investment in exclusive destinations that complement its cruise itineraries.

 

A renovation of an existing beach club, the destination will feature “upgraded amenities thoughtfully designed to blend with the natural landscape and incorporate sustainable materials,” according to the company’s website.

 

The Royal Beach Club Santorini will form part of an ’Ultimate Santorini Day’, giving guests the flexibility to explore the island’s shops, cafes and coastal experiences at their own pace.

 

Visitors will have three options to begin their day: the village of Oia, the capital city of Fira, or directly at the beach club.

 

“This approach will help to distribute crowds away from popular destinations in the north,” the website notes. “This strategic placement will also bring new economic opportunities to the south, with guests being rotated between the beach club and other well-known locations.”

 

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The Santorini launch follows the debut of the group’s first Royal Beach Club in the Bahamas this December, with bookings now open, and supports its wider plan to offer eight land-based destinations by 2028.

 

Upcoming developments include Royal Beach Club Cozumel in 2026, Perfect Day Mexico in 2027, and Royal Beach Club South Pacific in Lelepa in 2028.

 

Royal Caribbean Group President and CEO Jason Liberty said the new Santorini destination embodied the company’s ambition to evolve the guest experience.

 

“We are focused on building for the future through innovative ships, a growing portfolio of exclusive destinations, technology and AI that enhance every step of the guest journey,” he said.

 

To partner with Royal Caribbean Arabia call UAE +971 4 331 4299, KSA 800 897 1419, or email book@rccl.ae. For more information, visit www.royalcaribbean.ae