There are beach destinations and then there’s Sardinia. Long favoured by royalty, supermodels and low key billionaires, this Italian island has quietly evolved into one of Europe’s most exclusive summer playgrounds. Think turquoise waters that rival the Caribbean, rugged coastlines dotted with mega yachts and a social scene that feels like a more discreet, less try hard cousin of Saint-Tropez.
At the heart of it all is Costa Smeralda, the glossy stretch of coastline originally developed in the 1960s for elite travellers and still very much the place to see and be seen.
Who's been spotted there
Sardinia’s appeal has always been its ability to attract celebrities without the chaos.
Over the years, names like Beyoncé and Jay-Z have holidayed here aboard superyachts, while Kendall Jenner and Leonardo DiCaprio are regulars along the Costa Smeralda circuit. Even royalty, most famously Princess Diana, spent her last vacation here.
The vibe? Understated wealth. No red carpets… just linen shirts, oversized sunglasses and €100M yachts anchored offshore.
Where to stay on the Emerald Coast
Sardinia’s hotel scene is undergoing a serious glow up with major luxury players entering the market in recent years cementing its status as a next-gen hotspot.
- Romazzino, A Belmond Hotel – Recently relaunched under the ultra-luxe Belmond portfolio, this iconic beachfront property has been reimagined for a new era of jet-setters.
- Hotel Pitrizza (future Cheval Blanc) – Set to become Cheval Blanc’s first Italian property, this ultra-exclusive hotel is undergoing a transformation ahead of its 2026 debut—marking a major luxury power move by LVMH.
Elsewhere, legacy icons like Hotel Cala di Volpe and private villas hidden in the hills continue to attract A-list regulars who prefer privacy over paparazzi.
What to do (beyond beach clubs)
While beach hopping is a given, Sardinia offers more than just sunbeds and rosé.
- Boat the Maddalena Archipelago
Charter a yacht and explore the crystalline waters of La Maddalena Archipelago—widely considered some of the most beautiful in Europe. - Lunch in Porto Cervo
The unofficial capital of Costa Smeralda, Porto Cervo is where designer boutiques, polished piazzas, and long lunches collide. - Beach Club Scene
Spend the day at Phi Beach for sunset DJ sets or Cala Brandinchi for a more laid-back, Caribbean-style escape. - Go Inland for Authentic Sardinia
Swap yachts for culture in the island’s interior—think traditional agriturismos, ancient ruins, and a slower, more authentic rhythm of life.
Sardinia's next chapter in luxury
Sardinia is entering its next chapter. With the arrival of brands like Belmond and Cheval Blanc plus ongoing luxury investment across the Costa Smeralda, it’s shifting from old money favourite to new luxury frontier.
What makes it special though, is that it hasn’t lost its edge. It’s still raw, still rugged and still just under the radar enough to feel exclusive.
If Capri is the show off and Saint-Tropez is the party, Sardinia is the insider’s choice. The place you go when you don’t need to prove anything, but still want the best of everything.
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