The beach destinations that are setting the trend this summer
From the Mediterranean to the Caribbean, a new generation of beaches that redefine traveling in style.
Photos: Courtesy of The Maybourne Riviera and EAST Miami
It's no longer just about escaping the routine. Today, trend-setting beaches aren't necessarily remote or pristine, but rather spaces that blend with the rhythm of the city and reflect a new way of traveling: more aesthetic, more conscious, more connected.
A well-designed summer happens in places where the beach is accompanied by architecture, gastronomy, art, and local rhythm. Where you can move from the sea to a gallery, from the sand to a well-set table, without disrupting the sensorial experience. This increasingly sought-after balance has turned certain destinations into protagonists of a new coastal narrative: sophisticated, urban, and perfectly imperfect.
In the Mediterranean, this blend has been felt for a long time. In Mykonos, for example, the beach isn't just a landscape: it's a meeting point for creatives, designers, and travelers who understand luxury through thoughtful simplicity. The architectural whitewash, the pristine sea, and the serene yet cosmopolitan energy make the Greek island a timeless summer destination.
On the French Riviera, Saint-Tropez and Ramatuelle continue to set the standard. Their beaches don't seek to impress: they seduce. Pampelonne, in particular, retains that exclusive, yet uncompromising air, where artisanal and chic coexist effortlessly. It's the kind of place where summer moves slowly, but with purpose.
In the Americas, there's a new trend toward destinations that combine coast with character. Tulum, with its carefully curated rustic aesthetic, cemented a trend that has spread to other corners of the Caribbean. Today, many travelers seek that same visual coherence, environmental awareness, and sense of community in other latitudes.
And that's where Miami—and Brickell in particular, home to the iconic EAST Miami—takes on a distinct power. More than an escape, it's a starting point for those who understand travel as an extension of their lifestyle: amidst architecture, tropical light, and access to the essentials, without losing aesthetics or purpose.
Far from the party imagery, today the city is redefining its place as a Caribbean hotspot from a more curated perspective. It's not just about going to the beach (although South Beach and Key Biscayne remain iconic); it's about experiencing the city from a more conscious, more connected place. A city that understands that summer can be experienced without leaving the map, but certainly outside the box.
Because today, the best beaches aren't the most remote. They're those that integrate into a broader lifestyle. Where the sea isn't the final destination, but the beginning of a complete experience.
About EAST Miami - EAST Miami is Swire Hotels' first development in North America, following the openings of EAST hotels in Hong Kong and Beijing. Designed for unconventional travelers seeking a fun, stylish, and relaxing place to stay, EAST Miami offers unique experiences and personalized service. EAST Miami features 352 guestrooms, including eight suites and 89 one-, two-, and three-bedroom residential suites, all equipped with kitchens and laundry facilities. The hotel features its signature Quinto restaurant, with a poolside bar and lounge, a Hong Kong-inspired speakeasy lounge, a Domain lobby café and bar, and a rooftop Sugar bar. It also features an expansive outdoor pool deck and a 24-hour fitness center.