German travel giant Alltours has made a bold step into Greece’s luxury tourism sector with the debut of its first five-star property in the country, the allsun Hotel Carolina Sun Beach. Situated on the sun-drenched shores of Malia in Crete, the new resort began its soft opening on September 1, 2025, marking the start of a new chapter for the company’s Mediterranean portfolio. The official grand opening is scheduled for April 2026, when the resort will operate at full capacity and showcase its complete range of luxury amenities.
A New Milestone in Crete’s Luxury Hospitality
The allsun Hotel Carolina Sun Beach is more than just another seaside property—it represents Alltours’ first venture into the five-star segment in Greece. This milestone underlines the company’s strategy of strengthening its position in the Mediterranean, offering a premium experience in one of Europe’s most competitive holiday destinations.
Located directly on Malia’s pristine beachfront, the resort offers guests a harmonious blend of modern design and traditional Greek architectural elements. Natural materials such as stone and wood have been incorporated into the hotel’s structure, creating an ambiance that reflects both elegance and authenticity.
Design and Amenities
From the moment guests step onto the property, the focus on comfort and sophistication is apparent. The expansive grounds are carefully landscaped, providing a serene environment where nature and architecture complement one another.
At the heart of the resort lies a large swimming pool, surrounded by lush gardens and complemented by a stylish chill-out bar. This central feature not only offers guests a space to relax but also provides uninterrupted views of the Cretan seascape.
For those who prefer the sand between their toes, the resort offers direct access to Malia’s beach, one of the region’s most popular stretches of golden coastline. The turquoise waters and vibrant beach atmosphere make it a highlight for both leisure and family travelers.
Looking ahead, when the hotel officially opens in 2026, it will feature 113 luxurious Super Comfort rooms, many of them boasting panoramic sea views. These rooms are designed to meet the expectations of modern travelers who prioritize spacious layouts, premium bedding, and elegant finishes.
Strengthening the Alltours Portfolio
The introduction of the allsun Hotel Carolina Sun Beach represents a carefully planned expansion of the Alltours brand in Greece. With this move, the group increases its allsun presence on Crete to four properties, further strengthening its role in the Greek hospitality market.
During the soft-opening phase, the Carolina Sun Beach works in close cooperation with the neighboring allsun Hotel Carolina Mare, allowing guests to enjoy an even wider selection of amenities and services. This collaborative approach ensures that guests receive the high standard of service for which the brand is known.
The Carolina Sun Beach is also expected to become a flagship property for Alltours in Greece, serving as a model for future luxury ventures and underlining the company’s commitment to premium holiday experiences.
Expansion Plans Across Greece
Alltours’ commitment to Greece extends well beyond Crete. In 2025, the company established Alltours Greece S.A., headquartered in Heraklion, to manage and oversee its growing operations in the country. This move reflects long-term ambitions to strengthen ties with the local market and support the broader Greek tourism industry.
Further hotel openings under the allsun brand are planned for summer 2026, with expansion also underway in other Greek destinations. Alongside Crete and Rhodes, Alltours aims to broaden its reach to islands such as Zakynthos, Kefalonia, Lefkada, Naxos, and Paros, as well as destinations like Skiathos, Skopelos, the Peloponnese, Athens, and Thessaloniki.
In parallel, the company continues to diversify its accommodation range through its alltoura club brand, adding new family-friendly and activity-focused properties, including the Club Hotel Mare Blue & Village in Crete and the Kiotari Miraluna Resort in Rhodes.
Meeting Rising Demand
The launch of the allsun Hotel Carolina Sun Beach comes at a time when Crete is witnessing growing demand for luxury accommodations. The island, renowned for its cultural heritage, gastronomy, and natural beauty, remains one of Greece’s top destinations for both European and international travelers. By introducing a five-star resort, Alltours is aligning with market trends that show an increasing preference for upscale, all-inclusive holiday experiences.
The company’s decision to invest in luxury properties is also reflective of its strong financial standing, allowing it to expand without significant external dependence. This approach gives Alltours greater flexibility in shaping guest experiences and maintaining quality standards across its resorts.
Looking Toward 2026 and Beyond
When the resort officially opens in April 2026, it is expected to set new benchmarks for luxury hospitality in Crete. The combination of prime beachfront location, exceptional dining options, luxurious accommodations, and world-class leisure facilities positions the allsun Hotel Carolina Sun Beach as a standout destination for travelers seeking both relaxation and cultural exploration.
For Alltours, this launch is not only an achievement in Greece but also a significant step in its Mediterranean strategy. With a growing portfolio that already includes more than 30 hotels across Spain, the Canary Islands, Turkey, and now Greece, the company is steadily establishing itself as one of Europe’s leading providers of high-quality, all-inclusive vacations.
Conclusion
The debut of the allsun Hotel Carolina Sun Beach marks an exciting new era for Alltours in Greece. With its refined design, outstanding location, and comprehensive luxury amenities, the resort offers travelers an unforgettable gateway to Crete. At the same time, it underscores Alltours’ broader mission: to expand thoughtfully, enhance its brand prestige, and deliver exceptional holiday experiences in some of Europe’s most scenic destinations.
As the countdown to the grand opening in 2026 continues, the Carolina Sun Beach is already carving out a reputation as one of Crete’s most promising new luxury resorts, poised to welcome discerning travelers from across the world.
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