For years, Italy held the crown as the world's most coveted luxury honeymoon destination. But the latest Virtuoso Luxe Report flips that script. Greece has officially taken the top spot for 2027, ending Italy's long reign and signaling a major shift in how affluent couples plan their post-wedding escapes.
The report, compiled from insights gathered by 3,100 travel advisors across more than 50 countries, paints a clear picture. Greece didn't just win the honeymoon category. It also ranked fourth among the world's most popular luxury travel destinations for 2027, trailing only Japan, Italy, and France, and beating Spain for the fifth spot.
Why Greece Is Winning Hearts
Ask Virtuoso's advisors and they'll point to a potent mix. Greek food, history, and culture have always been draws, but the report highlights something more. Couples are craving romance wrapped in authenticity, and Greece delivers with its dramatic coastlines, whitewashed villages, and sun-drenched tavernas. Misty Belles, Vice President of Global Public Relations at Virtuoso, told Euronews that the results point to strong demand for destinations that blend romance with culture, cuisine, and the chance to build a varied itinerary beyond the classic beach escape.
Beyond the Tourist Trail
Here's the twist. The newlyweds booking through Virtuoso aren't heading to Santorini or Mykonos. According to Kayla Zeigler, Founder and Travel Advisor at Destination Europe, an affiliate of Virtuoso, affluent travelers are now seeking out lesser-known spots like Paros, Milos, and the Athens Riviera. These places offer the same stunning scenery but with more privacy and a genuine sense of place. Beautiful hotels and exceptional service still matter, but so does the feeling that you've discovered something real.
This shift mirrors a broader trend in luxury travel. Couples are increasingly choosing to travel outside the high season, dodging the summer crowds and heat. April, May, October, and even November are becoming prime honeymoon months. The advantages are obvious. Fewer people, cooler weather, and more room to explore. In Italy, for example, Ischia is overtaking Capri on the Amalfi Coast, while Piedmont and Umbria are gaining ground on Tuscany. In France, Paris is no longer the automatic choice, with Provence and the French Riviera pulling in couples who want something different.
The New Definition of Luxury
Zeigler puts it succinctly. “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.” That means tailor-made local experiences, smaller-scale hospitality businesses, and a focus on uniqueness over grandeur. It's a philosophy that resonates with the growing interest in Greece as a whole, which has been quietly climbing the ranks of Europe's most wanted destinations.
For couples who want to follow this path, the practical takeaway is simple. Look beyond the postcard images. Consider the Athens Riviera, a stretch of coastline that's been gaining buzz for its chic beach clubs and easy access to the capital. Or hop to Milos, with its lunar landscapes and hidden coves. Paros offers a more laid-back vibe than its famous neighbors, with charming villages and excellent seafood. And if you're wondering about the logistics, the country's tourism infrastructure is already booming. Greece just broke its own tourism record with 20.4 million visitors, so the demand is clearly there.
The full list of top luxury honeymoon destinations for 2027 reads like a dream itinerary. Greece leads, followed by Bali, the Maldives, Italy, French Polynesia, Japan, Fiji, France, Thailand, and South Africa. But the real story isn't just the ranking. It's how couples are redefining what a luxury honeymoon means. They're trading extravagance for experience, crowds for calm, and in the process, they're discovering that the best memories often come from the places you least expect.
So if you're planning your own escape, take a cue from the experts. Skip the obvious, embrace the off-season, and let Greece's lesser-known corners surprise you. After all, the most romantic trip might just be the one that feels like it's yours alone. And for those who want to explore even further, Spain is about to dethrone France as the world's top destination, offering yet another option for the adventurous couple.
