Hilton Opens Sandblu Santorini, First LXR Hotels and Resorts Property in Greece, Boosting its Luxury Tourism and Contributing to High-End Tourism

Published on December 5, 2025

Hilton is about to make a major move into the luxury tourism market in Greece with the coming opening of its first LXR Hotels & Resorts property on iconic Santorini island. Slated to open in 2026, the Sandblu Santorini resort will represent Hilton’s entrance into one of the most competitive tourism markets in Greece. The development of the 63-room luxury resort represents a strategic investment in high-end tourism in Santorini, lining up well with the growing demand for exclusive, luxury travel experiences in the region.

In partnership with RMKA Private Company, Hilton is bringing a new, contemporary vision to one of Greece’s most beloved destinations. Situated on the eastern slopes of Santorini, atop the black-sand beach of Kamari, the resort will offer unparalleled views of the Mediterranean Sea and will be perfectly positioned to contribute to the island’s reputation as a luxury tourism hub.

Sandblu Santorini: Enhancing Santorini’s Tourism Offerings

The opening of Sandblu Santorini is expected to boost Santorini’s tourism by attracting more high-end visitors to the island. As one of the most popular destinations in the Cycladic islands, Santorini continues to be a top choice for travelers seeking luxury, romance, and natural beauty. The addition of this LXR Hotels & Resorts property will enhance the island’s appeal by offering luxury travelers exclusive, private accommodations, including rooms with private pools, standalone villas, and stunning terraces.

This move by Hilton comes at a time when luxury tourism is experiencing a resurgence in Greece, with increasing numbers of affluent travelers seeking exclusive, high-end experiences. Sandblu Santorini will not only cater to visitors seeking privacy and luxury but also provide a more personalized travel experience that fits seamlessly into the island’s sophisticated travel market.

Boosting Local Economy and Job Creation

The development of Sandblu Santorini will have a significant impact on the local tourism economy in Santorini and the broader Cycladic islands. As the resort attracts a global clientele, local businesses—from restaurants and tour operators to craft shops and transport providers—will see an increase in demand for their products and services. This influx of visitors will drive economic growth by increasing revenues for both established businesses and new ventures that cater to luxury travelers.

Additionally, job creation will be another key benefit of this development. The resort is expected to create employment opportunities in various sectors, including hospitality, tourism services, and wellness, ensuring that the local community benefits from the growing luxury tourism market. The presence of a world-class brand like Hilton will likely inspire further investment in local tourism infrastructure, further enhancing the island’s ability to cater to high-end travelers.

Promoting Santorini’s Unique Heritage and Culture

Sandblu Santorini is designed to integrate seamlessly with the island’s rich cultural heritage, providing guests with an immersive experience that connects them to the island’s history and traditions. The resort’s architecture draws from Cycladic design, offering a blend of modern luxury and authentic Greek aesthetics. Hilton’s efforts to respect and incorporate local traditions will help promote Santorini as not just a place to stay but as a destination where travelers can engage deeply with its culture and natural beauty.

Guests will have access to customized cultural experiences, including private tours of Ancient Thira, local wine tasting experiences, and exploration of Santorini’s unique archaeological sites. By promoting these local experiences, the resort will not only enhance the guest experience but also benefit the local cultural economy, ensuring that visitors have opportunities to engage with the island’s artistic and historical heritage.

Strengthening Greece’s Position as a Luxury Destination

The opening of Sandblu Santorini further cements Greece’s position as a top destination for luxury tourism. With its stunning natural beauty, rich culture, and world-class amenities, Greece continues to attract high-net-worth individuals from across the globe. By offering exclusive luxury resorts like Sandblu Santorini, Greece can continue to build on its luxury tourism offerings, attracting international travelers seeking more than just a vacation—but an experience that blends elegance, history, and natural splendor.

This development is part of a larger trend in Greece’s tourism strategy, where the country is increasingly focused on attracting affluent visitors who seek high-end experiences, from boutique hotels and private villas to luxury cruises and wellness retreats. By continuing to enhance the luxury segment, Greece is well-positioned to become one of the world’s premier destinations for luxury travelers.

Contribution to Sustainable Tourism in Santorini

In addition to offering luxurious accommodations and exclusive experiences, Sandblu Santorini will likely contribute to the growth of sustainable tourism in Santorini and Greece. Hilton’s commitment to sustainable development and environmental responsibility will align with Greece’s increasing focus on preserving its natural landscapes while accommodating high-end tourists. Through initiatives such as eco-friendly practices, energy-efficient systems, and local sourcing, the resort will help set a standard for sustainable luxury tourism in the region.

A New Era of Luxury Tourism in Greece

This marks a big moment for Greece’s luxury tourism, while Santorini will gain from more investment, job creation, and further tourism revenue. As a high-end hotel, with top-class services, exclusive facilities, and an authentic touch to Greek culture, it is sure to welcome influential tourists, boosting the local economy and preserving native culture. The Hilton investment in the Cycladic islands of Greece underlines the country’s leading position in the high-end tourism sector, offering exclusive experiences combining luxury, history, and sustainability for unique journeys across the world.

Image Source: Hilton