That the word “riviera” means simply “coastline” in Italian seems, given the elaborate visions it now conjures, reductive. Thanks to the pioneering efforts of Golden Age Hollywood stars and the rich and royal on yachts, the term is now inextricably linked with striped umbrellas at clubs along pebbly beaches, pine-trimmed coves, long lunches at seaside restaurants and tourists sipping aperitivi in designer espadrilles and expensive linen at picture-perfect ports.
In fact, the term riviera was popularised in the 19th century, when wealthy tourists seeking heat headed for newly built grand-dame hotels on Italy’s Riviera Ligure. But the heydays did not endure: lured by the promise of glamour and glitz, visitor numbers skyrocketed, and things are now so busy that the mayor of Portofino, kingpin of the Italian Riviera’s poster-child resort, has taken drastic action and banned “loitering” in its prettiest red zones to stop amateur photographers and wannabe-influencers from causing overcrowding.
And then of course there’s the French Riviera – made the place to be by Queen Victoria and the Russian imperial family, and later a favourite among the likes of Brigitte Bardot, Cary Grant and Elizabeth Taylor. In more recent years, however, it hasn’t fared much better than its Italian cousin: its rows of tacky cocktail bars and kitsch boutiques feel more like dated relics than refuges of the elite.
That’s where Europe’s new-wave rivieras come into play. With long sweeps of beach, cooler climes and affordable five-star resorts, they’re rising to prominence and carving out their own glamorous niches. Below, we round up 10 of the finest.
The Swedish Riviera: The Halland coastline
Best for: A quiet-luxury coolcation
Accessed by a road that curves gently past fields and farms along the coast, en route to museums, moorland and popular seaside stop-offs, this is Kayak travel expert Rachel Mumford’s top pick for a Scandinavian beach holiday. “Easily reached via Gothenburg, it has long sandy beaches, seaside towns and a surf scene, but offers a very different experience from the traditional Mediterranean beach holiday,” she says. Top of the list of tick-offs is Tylosand, a 4.3-mile stretch of sand backed by dunes that seems to have been transplanted directly from California.
Riviera credentials: 8/10
The Turkish Riviera: The Turquoise Coast
Best for: Keeping everyone happy
This mammoth stretch of shore (with its predictably perfect water) extends for 621 miles, so it really does have something for everyone. One of its most popular sections, the Antalya region, was even crowned best for a shoulder-season (post-high season, pre-off-season) getaway in Quotezone’s recent index.
There are package resorts in clusters around Antalya and Fethiye, but there’s also upmarket Kalkan, which extends up the hillside in a maze of alleys that harbour rooftop restaurants and little boutique hotels. Then there’s Patara Beach – a 12-mile sandy stretch that’s the longest in Turkey, home to protected loggerhead turtles and Lycian ruins.
Riviera credentials: 9/10
The Portuguese Riviera: Alentejo
Best for: A back-to-nature break
The seaside village of Comporta hit the big time about 20 years ago, when many of its fishing shacks were converted to minimalist holiday homes. Christian Louboutin had one, and so did interior designer extraordinaire Jacques Grange. What followed though, was an exercise in restraint.
“Its very low population density and vast landscape have helped the Alentejo region maintain much of its authenticity and cultural references,” says José António Uva, who owns hotel São Lourenço do Barrocal and the surrounding estate, deep inland in the untouched countryside. “This combination of almost virgin natural landscape, gastronomy and crafts makes it one of the undiscovered gems of Europe.”
Riviera credentials: 8/10
The Athenian Riviera: The Saronic Gulf Coast
Best for: Five-star hotels
For a long time, the stretch of coast extending away from Athens was ignored in favour of the country’s scattering of magnificent islands. No longer: this city’s seaside suburbs have become one of the hottest destinations in Greece. Blame the easy trip from the capital, which you can do by tram in 45 minutes, as well as a boom in luxury hotels, including amped-up glamping resort 91 Athens Riviera and an outpost of the One&Only chain. Use either as a base and spend your days basking at beach clubs in Vouliagmeni, eating fresh octopus in one of Glyfada’s hip restaurants or boat tripping to Cape Sounion for views of the 2,500-year-old Temple of Poseidon from the water.
Riviera credentials: 7/10
The Albanian Riviera: Sarande
Best for: Affordable glamour
The resort city of Sarandë is one of Europe’s fastest-growing destinations, with searches up 110 per cent year on year, according to Expedia. Visitors sometimes report a lack of infrastructure outside the hotels and main towns but, if you’re prepared for the occasional obstacle, the rewards are there – including the pretty beach at Himare and its Greek-style promenade, and the nearby fourth-century old town, as well as plenty of secret coves that are best just out of season. One example is Gjipe, recently crowned among the best undiscovered beaches in Europe by discovercars.com and accessed by a rather taxing clamber from the cliff top (or a boat from Himare harbour).
Riviera credentials: 6/10
The British Riviera: Pembrokeshire
Best for: Wildlife and history
Britain, of course, is not without impressive coastlines, and although the stretch of Devon coastline encompassing Torquay, Paignton and Brixham has historically been considered our riviera, there’s now a new pretender to the throne. Enter rugged, dramatic Pembrokeshire, where well-labelled trails meander for almost 186 miles taking in secret coves, villages and castles. Offshore, porpoises dance while puffins crowd the rocky outcrops of the Skomer and Skokholm islands (see them both with Pembrokeshire Islands Boat Trips).
The teeny city of St David’s (Britain’s smallest, albeit with a gigantic 12th-century cathedral) makes a good launching pad for trips along the peninsula of the same name, skimming along paths edged in cowslips and busy with butterflies in search of the great Blue Flag sweep of Whitesands Bay.
Riviera credentials: 6/10
The Montenegrin Riviera: Bay of Kotor
Best for: Bragging rights
It’s been bubbling under for a while now, but Montenegro’s angular Bay of Kotor seems to have finally hit the big time. “We’re seeing [it] rapidly emerge as one of Europe’s most exciting riviera destinations,” says Gavin Lapidus, company director at eShores. “It offers a compelling mix of dramatic natural beauty, rich history and excellent value, combining fjord-like scenery with mediaeval architecture and crystal-clear Adriatic waters.”
Top of the must-sees is the Unesco-listed Kotor town: “It has the same glamour, waterfront dining and yachting appeal associated with more established rivieras, but with a more authentic feel and fewer crowds,” says Lapidus. But there are also the chic resorts of Tivat and superyacht marina Portonovi (home to another One&Only) to explore, plus miles of deep-blue Adriatic shore.
Riviera credentials: 9/10
The Polish Riviera: The Baltic Coast
Best for: Unexpected elegance
With summer – and even shoulder season – now bringing record-breaking temperatures to southern Europe, the jet set are, like the rest of us, looking north. Poland’s Baltic coast has already shown itself to be a thoroughly worthy candidate for our attentions, replete with white beaches, elegant bars and a refined cultural offering.
The beating heart of the action is Sopot, a health and wellness hotspot since a rail line first connected it with Berlin in the 19th century. It’s a surprisingly endearing place. The breezy, park-backed Plaza Beach, as well as little cabin restaurants hidden in the trees, and the Baltic’s longest pier, make it worth a stop before venturing to sleepier parts of the region. “You can hunt for amber, ‘Baltic gold’, washed up along the coast, or head further out towards the dunes and quieter beaches of the Hel Peninsula,” says Kayak’s Mumford.
Riviera credentials: 7/10
The Spanish Riviera: Emporda
Best for: A return to the golden age
Just over the border from France, the charming stretch of coast from the Pyrenees to Sant Feliu de Guíxols is reminiscent of the pre-1950s French Riviera. It attracts tourists from various neighbouring countries, as well as the sleek Barcelona set, who often pop down for the weekend. Pristine coves linked by squiggling paths offer excellent restaurants and tiny boutique hotels: bob between pretty seaside villages such as Sa Tuna and Tamariu by boat, anchoring offshore and wading onto the sand (eat at newly revamped Barca, with its striped awnings and slow pace, and stay at Isabella’s).
Riviera credentials: 10/10
The Slovenian Riviera: The Gulf of Piran
Best for: Pint-sized charm
Stretching for fewer than 30 miles, this tiny-but-perfectly formed section of Slovenia’s coastline still flies under the radar – but nevertheless makes “a sophisticated, lesser-known seaside escape,” says Lapidus.
Its must-visit is Piran, a beautiful old Venetian town (without cruise passengers). Expect pastel terraces, sun-baked piazzas and a car-free old town. Venture on to the wild pebbly beaches beyond the salt pans at Strunjan, backed by strings of olive trees and sleepy hamlets, and to the lively spa town of Portorož, where big resort hotels sit behind private beaches, and the lovely marina comes with mega-yachts – a sure sign that a stretch of coast has made it onto the riviera shortlist.
Riviera credentials: 7/10