Royal Caribbean Is Bringing the “Ultimate Santorini Day” to Life With a Brand-New Beach Club

A slice of Greek paradise is about to get a major cruise upgrade. Royal Caribbean Group has announced plans for a brand-new Royal Beach Club Santorini, opening in summer 2026, promising what it calls “the ultimate Santorini day.”

For the cruise giant, it’s not just another port stop. This new addition marks a bold step in Royal Caribbean Group’s growing portfolio of exclusive land-based destinations, part of its mission to expand from two to eight global resorts by 2028. And while the announcement has cruisers buzzing, it also arrives at a time when Santorini is grappling with how to manage the rising tide of visitors arriving by sea.

Aerial render of the upcoming Royal Beach Club Santorini, showing sun loungers shaded by umbrellas along a golden beach, surrounded by palm trees and bougainvillea. The design includes open-air dining areas, thatched-roof pavilions, and a wooden pier where yachts are docked against the island’s dramatic volcanic cliffs and clear Aegean water.

The Ultimate Santorini Day: A New Way to Experience Greece

Royal Caribbean is promising a Santorini experience unlike any other. The “Ultimate Santorini Day” will combine the best of both worlds: an immersive island adventure and a luxury beach club escape.

Guests sailing with Royal Caribbean or Celebrity Cruises will be able to explore Santorini’s postcard-perfect highlights, from the blue-domed churches of Oia to the cobblestone lanes and lively cafes of Fira, before retreating to the all-new Royal Beach Club Santorini for a relaxed afternoon in the Aegean sun.

The concept is designed to offer travelers a more seamless, curated experience that captures the heart of the island’s culture and beauty while maintaining the premium comforts cruisers expect. For many, it’s the ultimate way to check off their Santorini bucket list without the usual rush.

Inside the Royal Beach Club Santorini

Render of the Royal Beach Club Santorini showing a sun-drenched terrace with cushioned lounge seating overlooking rows of white-and-blue striped umbrellas along the beach. A staircase leads down to the sand, where guests relax beside the calm Aegean Sea under a bright summer sky.

Perched along one of the island’s dramatic volcanic beaches, Royal Beach Club Santorini is set to capture the essence of Greek island life, with a Royal Caribbean twist. Guests can expect locally inspired architecture, Mediterranean-style dining, and that signature Royal Caribbean service the brand is known for.

The beach club will feature multiple areas for lounging, dining, and entertainment, all designed to reflect the natural beauty and culture of Santorini. Picture infinity pools overlooking the Aegean, shaded cabanas surrounded by whitewashed stone, and a menu infused with local flavors like grilled seafood, olives, and chilled Assyrtiko wine.

Jason Liberty, President and CEO of Royal Caribbean Group, described the project as a “bold step forward” in expanding the company’s vacation portfolio. “We’re thrilled to connect guests with Santorini’s gems, from its iconic villages to the Aegean Sea’s famous beach club culture, creating a balanced, authentic island experience,” he said.

Redefining Cruise Tourism: Easing Crowds and Enhancing Experiences

A picturesque view of Santorini, Greece, featuring iconic whitewashed buildings with vibrant blue domes overlooking the deep blue Aegean Sea. The cliffsides are dotted with pastel-colored houses, and the rugged coastline stretches into the distance under a clear, sunny sky.

Santorini is no stranger to packed streets and long tender lines when cruise ships arrive. Royal Caribbean Group says it wants to change that narrative. As part of the Ultimate Santorini Day concept, the company is introducing a new system designed to better manage how guests move around the island.

Instead of funnelling thousands of visitors through a single entry point, Royal Caribbean plans to start guests in one of three different locations across Santorini. The goal: to spread out arrivals, reduce congestion in key areas like Oia and Fira, and maximize the time cruisers spend actually enjoying the island’s charm.

Michael Bayley, President and CEO of Royal Caribbean International, said the change reflects the line’s commitment to delivering more thoughtful travel. “Santorini is an incredible destination that our guests love to explore, and with this new beach club, we’re bringing the best of what the island has to offer with the signature service Royal Caribbean is known for,” he said.

If successful, the model could set a new standard for how cruise lines operate in high-demand destinations.

Cruise Backlash in Santorini: Locals Push Back

A large white cruise ship sails through the deep blue waters off the coast of Santorini, Greece, with the island's steep volcanic cliffs and iconic whitewashed buildings perched high above in the town of Fira. The dramatic contrast between the rugged brown terrain and the crisp architecture highlights the island’s unique beauty. — Cruise ship in Santorini

While cruise lines like Royal Caribbean see Santorini as a dream destination, many locals view the island’s growing visitor numbers as a double-edged sword. On summer days, when several ships call at once, more than 10,000 cruise passengers can flood the island, overwhelming narrow streets, straining infrastructure, and testing local patience.

In recent years, Santorini officials have introduced measures to curb over-tourism, including daily passenger limits and staggered disembarkation schedules. Local business owners have welcomed the economic boost but worry that uncontrolled growth could erode what makes the island so special. “We depend on tourism,” one shopkeeper told Greek media, “but too many visitors at once makes it hard to breathe – for us and for the island.”

Royal Caribbean’s new approach, spreading arrivals across multiple starting points and encouraging guests to spend more time in fewer places, could help ease some of that pressure. Still, critics remain cautious, warning that even well-intentioned projects can add to congestion if not carefully managed.

A Growing Lineup of Island Destinations

Santorini’s new beach club isn’t a one-off. It’s part of Royal Caribbean Group’s ambitious plan to expand its collection of exclusive island experiences from two to eight by 2028. Each destination is designed to blend local culture with resort-level comfort, giving guests more ways to extend their vacation beyond the ship.

The journey began with Perfect Day at CocoCay in The Bahamas — a groundbreaking private island that set new standards for cruise destinations. Next came Labadee in Haiti, followed by upcoming projects like Royal Beach Club Paradise Island (2025), The Cormorant at 55 South in Chile (2026), Royal Beach Club Cozumel (2026), Perfect Day Mexico (2027), and Royal Beach Club Lelepa (2028).

By positioning these destinations around the globe, Royal Caribbean Group is redefining what a “day ashore” can be. It’s a shift from simple port calls to fully immersive experiences that encourage deeper exploration and, in Santorini’s case, a new kind of partnership between cruise line and island.