Beach clubs today represent a destination within a destination, a distinctive element of the offering in seaside territories, structures that establish themselves as true showrooms of what the hinterland offers to an increasingly experiential tourist eager to discover local excellence, starting from the beach. This is what emerged from Beach Destinations 2026, a talk&show format launched on Thursday, July 16 at the Lido di Jesolo, at the 1923 Casa Bianca al Mare rooftop, by Italianbeach.club and Guida ai migliori beach club d’Italia, a project conceived by journalist Andrea Guolo and actress and writer Tiziana Di Masi, creators and curators of the world’s first guide dedicated to Italy’s best beach establishments, published by Morellini.

The Guide, now in its third edition, has selected the three hundred best beach clubs in Italy, visited and reviewed by the authors. Two of these are located in Jesolo: Cbc Beach Club, the result of an initiative launched by a group of original partners (Moretti Polegato and Menazza families and Alessandro Berton) and Oro Beach (Jesolo Turismo). To these two establishments is added Eraclea Beach, on the Eraclea Mare beach. These are three reference points in the Veneto’s beach offering, united by their capacity for innovation and investment by their management companies.

The meeting saw the participation, alongside the authors and curators of the Guide, of Alberto Maschio (assessor for tourism and public land of Jesolo), Nadia Zanchin (mayor of Eraclea), Eleonora Baldo (president of Jesolo Turismo), Stefania Crivellari (director of Cbc Beach Club), Marco Piva (manager of Eraclea Beach), Luigi Pasqualinotto (president of the Consortium of Tourist Enterprises JesoloVenice and the VeniceSands network), Massimiliano Schiavon (president of Federalberghi Veneto and Vice President of national Federalberghi) and Alessandro Berton (CEO of Cbc Beach Club and Eraclea Beach).

The format frames beach clubs as a driving force for territorial development. They are no longer merely accommodation and leisure facilities, but rather the gateway to discovering a territory. And it is essential, in order to develop a “contagion effect” on other beach facilities along the Veneto coast, to achieve a logic of collaboration and healthy competition based on merit rather than acquired positions. The innovation of the offering is the result of substantial investments, triggered by entrepreneurial forces collaborating together through a strategy shared with public administrations and local and regional associations. What has happened in Jesolo and Eraclea in recent years indeed represents a model of evolution for beach tourism, with the potential to be replicated elsewhere in Veneto and in other Italian regions.