Greece tops the ranking of the world’s most popular honeymoon destinations for 2027 in Virtuoso’s latest Luxe Report, ahead of Bali and the Maldives.
With its romantic sunset spots and stunning islands that are perfect for lazy beach days, there are plenty of reasons why newlyweds would choose Greece for a luxury honeymoon.
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Now, Greece has been named the world’s most popular honeymoon destination for 2027 in the latest Virtuoso Luxe Report, ahead of traditional favourites such as Bali and the Maldives, which placed second and third respectively.
On the honeymoon hotlist, Italy takes fourth place and France eighth, putting three European countries among the top 10 destinations for affluent couples planning a post-wedding holiday. French Polynesia, Japan, Fiji, Thailand and South Africa make up the top 10.
Drawing on insights from Virtuoso's global travel agency members, the annual survey of more than 3,100 advisors across more than 50 countries reveals the destinations and behaviours that are “guiding the choices of affluent travellers worldwide”.
Alongside priorities such as celebrating milestones and the excitement of exploring a new destination, honeymoons also ranked sixth among the top 10 motivations for affluent travel in 2027.
“Greece took the top spot for 2027, ending Italy’s long-standing lead, while Italy remained in the top five and France also placed in the top 10,” said Misty Belles, Vice President, Global Public Relations at Virtuoso.
“Together, the results point to strong demand for destinations that combine romance with culture, cuisine and opportunities to build a more varied itinerary beyond the traditional beach escape.”
Why Greece is the leading destination for 2027
As well as ranking first in the 2027 honeymoons list, Greece was also number four on the report’s 10 most popular global destinations for luxury travel overall.
With its combination of “romance, spectacular scenery, exceptional food, history and culture with an impressive range of luxury hotels”, Greece is “almost tailor-made for honeymoons”, said Kayla Zeigler, Founder and Travel Advisor at Destination Europe, an affiliate of Virtuoso.
Speaking to Euronews Travel, Zeigler said that couples are increasingly “looking beyond the traditional Mykonos and Santorini combination”, which have become “much busier and increasingly oriented toward cruise tourism”.
She revealed that newlyweds are now looking for a “more relaxed, authentic” Greek island experience “without sacrificing luxury”, with Paros, Milos and Crete emerging as new favourites.
Other Greek destinations attracting interest include the “exciting development” along the Athens Riviera, she said, with new luxury hotels giving honeymooners “an attractive alternative” to spending their entire stay in Athens city centre.
“Couples can experience the history and energy of Athens and then retreat to the coast before continuing to the islands,” she said.
“Overall, affluent honeymooners still want beautiful hotels and exceptional service, but increasingly they're also looking for authenticity, privacy and a genuine sense of place – a trend reflected in Virtuoso's 2027 findings.”
What are honeymooners looking for in Europe?
Italy and France have long been top choices for honeymoon bookings. Couples making their first trip to Europe still want “iconic destinations” like Rome, Florence and Paris, Zeigler said. But there has been much more interest in combining them with places that feel “more intimate, authentic and less saturated”.
“In Italy, we're increasingly recommending Ischia over Capri for couples visiting the Amalfi Coast region,” she added. “Capri will always be iconic, but Ischia offers beautiful hotels, thermal spas, wonderful food and a more relaxed island experience.
“We're also selling more Piedmont and Umbria in lieu of Tuscany, alternatives to Lake Como among Italy's other beautiful lakes, and Puglia continues to be an up-and-coming favourite, particularly for its masserias, coastline and food.”
The Dolomites are also “having a moment”, offering spectacular scenery, exceptional mountain hotels, wellness and outdoor experiences. “With Venice, this is a wonderful honeymoon combination.”
There’s a similar shift happening in France, Zeigler revealed. “Couples are looking beyond Paris and combining it with Provence, where the villages, markets, vineyards and countryside lend themselves beautifully to a honeymoon, or the French Riviera for a Mediterranean coastal experience”.
Champagne is a “natural fit” for a celebratory trip, while Burgundy and Bordeaux appeal to couples interested in food and wine. “France makes it very easy to combine a few exciting days in Paris with a completely different, slower-paced experience.”
Overall, one of the biggest changes Zeigler is seeing at Destination Europe is the move towards shoulder and off-season travel.
“June and July in southern Europe are becoming increasingly hot and crowded, and we're booking more honeymoons in April and May, as well as October and even into November,” she said. “Depending on the destination, couples can enjoy more comfortable weather, fewer crowds and better value.
“Overall, luxury honeymooners seem less interested in checking off as many destinations as possible and more interested in slowing down, finding places that still have a strong sense of place, and really experiencing Europe together.”
How is the luxury honeymoon evolving?
Honeymooners are becoming more selective about where they splurge, according to Zeigler, and are balancing standout hotel stays with personal experiences.
“We're seeing couples choose a beautiful suite in a smaller boutique hotel – something charming, full of personality and with a real sense of place – over the grand palace hotel, and then use that portion of their budget for unique, private and personal experiences,” she said.
That might mean booking an exceptional suite for a few nights, then choosing more moderately priced boutique properties elsewhere.
Private boat trips, cooking classes, wine tastings and guided tours are increasingly part of the appeal, alongside time to relax and explore together.
Zeigler estimates honeymoons account for around a quarter of her agency’s bookings, with European trips typically lasting 10-14 nights. Longer journeys spanning several cities, regions or countries have also reshaped budgets.
For many experienced travellers, she sees the honeymoon as the start of a lifetime of shared trips, rather than a single grand adventure.
“Luxury today is becoming less about extravagance at every turn and more about choosing where to splurge, creating meaningful experiences and having the time and freedom to enjoy them.”
Key findings from the 2027 Virtuoso Luxe Report
The 10 most popular honeymoon destinations in 2027
- 1. Greece
- 2. Bali
- 3. Maldives
- 4. Italy
- 5. French Polynesia
- 6. Japan
- 7. Fiji
- 8. France
- 9. Thailand
- 10. South Africa
The 10 motivations why the affluent are travelling in 2027
- 1. Celebrating a milestone
- 2. Excitement of exploring a new destination
- 3. Spending time with loved ones
- 4. Rest and relaxation
- 5. Health and wellness
- 6. Honeymoons
- 7. Escaping foul weather
- 8. Personal enrichment and education
- 9. Pampering oneself
- 10. Seeking adventure
The 10 most popular global destinations for 2027
- 1. Japan
- 2. Italy
- 3. France
- 4. Greece
- 5. Spain
- 6. Croatia
- 7. South Africa
- 8. Portugal
- 9. United Kingdom
- 10. United States
