​Vai is located 94km east of Agios Nikolaos and 24km east of Sitia, on the eastern coast of Crete. It is the most famous beach in eastern Crete, as its main feature is the large palm grove with the Cretan Date Palm (Phoenix theophrasti).

Its name derives from the word vai, meaning palm in Greek. Was totally unknown until the early 1970s, when a popular commercial for the Bounty chocolate with coconut was filmed here, using the magical background of palm trees.

The beach has whitish sand and flat turquoise waters. In a few places, there are slippery smooth rocks, while on the opposite there are small islets that beautify the landscape. The beach is slightly organized (whatever the protection scheme allows) with umbrellas, showers, water sports, canteens and a tavern.