Starting next year, Royal Caribbean and Celebrity Cruises passengers visiting Santorini will be able to spend the day at their own beach club.
Royal Caribbean Group – parent company of both cruise lines, along with Silversea Cruises – announced plans to launch Royal Beach Club Santorini, marking the latest addition to the company’s portfolio of land-based destinations. Passengers can visit beginning in the summer of 2026.
“Expanding our Royal Beach Club Collection to include Santorini – one of the world’s most popular and beautiful locations – is a bold step forward in growing our vacation portfolio from two to eight by 2028, giving guests more ways to have unforgettable experiences with us,” Jason Liberty, the company’s president and CEO, said in a news release.
The company will renovate an existing beach club, located in the Vlychada area along Santorini’s southern shore, which will feature “upgraded amenities thoughtfully designed to blend with the natural landscape and incorporate sustainable materials,” according to its website.
In an effort to reduce congestion of arriving cruise passengers, guests will be split into groups and will disembark at one of three locations: The village of Oia, the capital city of Fira or at the beach club.
“This approach will help to distribute crowds away from popular destinations in the north,” Royal Caribbean Group’s website reads. “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.”
Like a number of other destinations in Europe, the island has struggled with overtourism. Greece has taken steps to address the issue, such as introducing a new tax on cruise ship visitors to Santorini and Mykonos earlier this year.
The company is building on longstanding collaborations with local nonprofits dedicated to the protection of the oceans through educational ocean conservation seminars. This includes elementary school tours across Santorini and Mykonos to build environmental education and ocean awareness for young Greek children. The company is also activating crew onboard ships visiting Santorini, Mykonos, and Rhodes to assist with beach cleanups.
Additionally, as part of the company’s commitment for responsible tourism, Royal Caribbean Group will conduct environmental monitoring to ensure minimal impact, with a strong commitment to preserving and protecting local land and marine ecosystems.
