Greece is strengthening its position in the global luxury travel market, ranking among the world’s four most popular high-end destinations for 2027 and taking the top spot worldwide for honeymoon travel for the first time.
The findings come from the Virtuoso Luxe Report 2027, an annual survey of luxury travel trends based on assessments from more than 3,100 travel advisers across more than 50 countries.
Greece ranks fourth among luxury destinations
Greece ranks fourth among the world’s top luxury travel destinations for 2027, behind Japan, Italy and France and ahead of Spain.
Japan moves into first place for the first time, overtaking Italy. According to Virtuoso, the shift reflects growing demand for luxury travel in Asia.
Greece’s strongest performance comes in the honeymoon category. It ranks No. 1 worldwide for honeymoon destinations, overtaking Italy after years of Italian dominance in the category.
Bali, the Maldives, Italy and French Polynesia follow Greece in the ranking.
Honeymoon travel represents a particularly high-spending segment of the market, with privacy, personalized experiences, high-end hotel services and trips celebrating major personal milestones becoming increasingly important to travelers.
Greek islands rank highly for cruises
Greece also maintains a strong position in luxury cruising.
The Greek islands rank third among the most popular cruise itineraries for 2027, behind the Mediterranean as a whole and Alaska, and ahead of Antarctica and the Danube.
Athens also ranks sixth among the most popular cities for luxury travelers in 2027, behind Tokyo, Kyoto, Barcelona, Paris and Rome.
Luxury travel demand expected to rise
The outlook for the global luxury travel market remains positive, according to the Virtuoso survey.
Some 53% of advisers expect travel demand to increase slightly in 2027, while another 22% anticipate a significant increase.
Spending per trip is also expected to rise, with 59% of advisers forecasting an increase and a further 13% expecting a significant rise.
The trends point to a favorable environment for Greece, which combines a strong luxury hotel offering with island destinations, cruise travel and growing demand for high-spending, personalized experiences.
