In a move that is expected to cause reactions and discussions, a beach bar in Halkidiki has decided to impose a dress code on its customers.

For Halkidiki at least, the imposition of a specific dress code on the beach seems outrageous, but it is a reality, as the personal message sent by the management of the establishment to those wishing to make a reservation explicitly states that non-compliance with the dress code can lead to denial of entry.

Specifically, the beach bar in question asks its customers to adopt “casual chic” attire after 5pm, but does not clarify this. This probably means that flip-flops are forbidden and closed shoes or better sandals are required. Possibly customers are asked to wear linen shirts, trousers or a dress that is appropriate to the occasion. Indeed, without adequate clarification of clothing, customers are informed that if their attire is not appropriate, they may not be allowed entry.

The message:

This is in stark contrast even to the well-known beach bars of Mykonos, where guests enjoy themselves without any restrictions on clothing.

This news comes at a time when the demands and prices on the beaches have changed radically. On the Athenian Riviera, according to a report in protothema.gr, the increases in sunbed prices are impressive. Today, to take a refreshing dip on an organised beach in Attica, one has to pay up to 220 euros for a set of sunbeds with umbrella. And that’s provided that a reservation has been made in advance. It seems strange, but the usual terms of nightlife have been transferred to the beaches.

The “front dance floor table” has become a “front row lounger”, with sitting in front of the wave now a privilege. There are “reserve” sunbeds, often with “minimum consumption” and strict turn-up times to ensure that reservations are not cancelled. The market law of high demand is in full effect here too, with sunbeds on the beaches selling out quickly, especially at weekends. Businessmen, realising this trend, have taken care to secure beach concessions, with the state collecting substantial sums. Prices on some beaches are ten times higher than in previous years, indicating the change in demand and value of beach areas.

With these developments, it is clear that summer entertainment in Greece is changing face, with new rules and increased requirements, both in terms of prices and clothing, and swimming for a family at one of the organised beaches is now becoming a difficult task.