Greece has been named the world’s most popular luxury honeymoon destination for 2027, overtaking Bali and the Maldives in the latest Virtuoso Luxe Report, as affluent couples show growing interest in romantic destinations that combine beautiful scenery, local culture, exceptional food and high-end accommodation.
The annual ranking places Greece first, followed by Bali in second place and the Maldives in third. Italy ranks fourth, while France takes eighth place, giving Europe three destinations in the top 10. French Polynesia, Japan, Fiji, Thailand and South Africa complete the list.
The findings are based on an annual survey of more than 3,100 travel advisers across more than 50 countries who contribute insights to Virtuoso’s global luxury travel network. The report examines the destinations and travel preferences influencing affluent travellers as they plan trips for 2027.
Honeymoons also feature among the leading reasons affluent travellers plan to travel next year, ranking sixth among the report’s 10 main travel motivations. Celebrating milestones, exploring new destinations and spending time with loved ones occupy the top positions.
According to Misty Belles, Virtuoso’s vice president of global public relations, Greece’s rise to the top of the honeymoon ranking marks a change from previous years, when Italy held the leading position. Italy remains among the five most popular honeymoon destinations, while France also retains a place in the top 10.
The results suggest that luxury honeymoon planning is increasingly about more than choosing a famous beach or booking a prestigious hotel. Couples are looking for destinations where they can combine time to relax with opportunities to discover local traditions, enjoy regional cuisine and explore different landscapes.
Greece’s appeal lies in the range of experiences it offers. Its islands, coastal resorts, ancient sites, food culture and luxury hotels allow couples to build a trip around several interests without relying on a single type of holiday.
Kayla Zeigler, founder and travel adviser at Destination Europe, a Virtuoso affiliate, told Euronews Travel that Greece brings together romance, scenery, food, history and culture with a broad choice of high-end accommodation. These qualities, she said, make the country particularly well suited to honeymooners.
However, the traditional combination of Mykonos and Santorini is no longer the only Greek island experience attracting attention. Zeigler said some couples are looking beyond these established destinations, which have become busier and increasingly associated with cruise tourism.
Paros, Milos and Crete are emerging as alternatives for newlyweds seeking a more relaxed island stay without giving up luxury accommodation or quality service. Their growing appeal reflects an interest in finding places that offer a stronger sense of local life and more privacy.
The Athens Riviera is another area attracting interest. New luxury hotels along the coast give couples the option of combining time in the Greek capital with a quieter seaside stay before continuing to the islands. This approach allows visitors to experience Athens’ historical sites and urban life without spending their entire visit in the city centre.
Italy and France remain central to luxury honeymoon travel, but travel advisers are also seeing interest in places beyond their most famous destinations. Rome, Florence and Paris continue to attract first-time visitors to Europe, while less crowded regions and smaller destinations are increasingly being added to itineraries.
In Italy, Zeigler said her agency is recommending Ischia as an alternative to Capri for some couples exploring the Amalfi Coast region. Ischia offers hotels, thermal spas, food and a more relaxed island atmosphere, while Capri remains a well-known destination in its own right.
Other Italian regions are also attracting attention. Piedmont and Umbria are being considered as alternatives to Tuscany, while Puglia continues to draw interest for its coastline, regional cuisine and masserie, traditional rural estates that have been converted into accommodation. Italy’s lakes also offer alternatives for travellers considering Lake Como.
The Dolomites are another option for couples who want mountain scenery, wellness facilities and outdoor activities as part of their honeymoon. Combined with Venice, the region offers a contrast between alpine landscapes and one of Europe’s best-known historic cities.
In France, the trend is moving beyond Paris alone. Couples are combining time in the capital with Provence, where villages, markets, vineyards and countryside provide a slower pace, or the French Riviera for a Mediterranean coastal stay.
Champagne appeals to travellers seeking a celebratory atmosphere, while Burgundy and Bordeaux attract couples interested in food and wine. These combinations allow visitors to experience Paris while also exploring regions with distinct landscapes, traditions and culinary identities.
The timing of a trip is becoming another important consideration. Zeigler said her agency is booking more European honeymoons in April and May, as well as October and November, rather than concentrating on June and July.
Summer remains a popular period for travel in southern Europe, but high temperatures and crowded destinations can make the busiest months less appealing to some couples. Depending on the location and conditions, travelling in the shoulder or off-season can offer more comfortable weather, fewer visitors and better value.
The change also reflects a broader preference for spending more time in fewer places instead of trying to cover several destinations in a short period. For couples planning a European honeymoon, a longer stay in one region can leave more room for local experiences and unplanned time together.
The way couples spend their honeymoon budgets is changing as well. Zeigler said some travellers are choosing characterful boutique hotels and smaller properties over grand palace hotels, then using the money saved to pay for more personal experiences.
That could mean booking a particularly special suite for part of the trip and choosing more moderately priced accommodation elsewhere. Private boat trips, cooking classes, wine tastings and guided tours can then become central parts of the experience, alongside time set aside for rest.
European honeymoons booked through Zeigler’s agency typically last between 10 and 14 nights, she said. She also estimates that honeymoons account for around a quarter of her agency’s bookings. These figures describe her agency’s experience rather than the entire luxury travel market.
For some couples, the honeymoon is also becoming the beginning of a longer tradition of travelling together. Rather than treating it as one expensive, once-in-a-lifetime holiday, they are placing greater value on experiences they can remember and destinations they may want to revisit.
Greece’s first-place ranking comes alongside a strong position in the report’s wider luxury travel results. The country ranks fourth among the most popular global destinations for 2027, behind Japan, Italy and France. Spain, Croatia, South Africa, Portugal, the United Kingdom and the United States complete that top 10.
The findings place Greece firmly among the destinations expected to attract affluent travellers in 2027. For honeymooners, its appeal extends from established island names to quieter coastal areas and places that allow them to combine beach time with history, food and local culture. The wider European trend points in a similar direction, with couples showing interest in familiar destinations while making more room for regional discoveries and a less hurried style of travel.
