Italy Loses Honeymoon Crown to Greece in 2027

Italy used to own the honeymoon market so completely that challengers seemed impossible. That assumption is now gone. The Virtuoso Luxe Report 2027 places Greece at number one globally for honeymoon travel, knocking Italy off the top spot for the first time in years.

This is not a marginal change in the rankings. It is a major reshuffle of the luxury travel map, based on insights from over 3,100 travel advisers in more than 50 countries. Couples are clearly moving away from the familiar Italian coast toward the Greek islands, seeking privacy, tailored experiences, and high-end hotel services that the Aegean now delivers with greater precision.

This shift fits a broader realignment in luxury demand. While Greece takes the honeymoon title, Japan has surged to first place for overall luxury destinations, overtaking Italy to become the global leader. France and Italy follow, with Greece sitting fourth overall, just ahead of Spain.

The Honeymoon Shift

Greece’s appeal in this category is evident in the numbers. It ranks above Bali, the Maldives, Italy, and French Polynesia in the honeymoon category. For many travelers, this means trading the crowded beaches of the Amalfi Coast for the quieter, more exclusive coves of the Greek islands.

Honeymooners are a high-spending segment. They prioritize discretion and bespoke experiences over generic tourism. Greece is winning because it can deliver both at scale, with a robust luxury hotel infrastructure that supports these specific needs without the overwhelming crowds associated with other Mediterranean favorites.

This is a direct result of market evolution. The report indicates that privacy and milestone celebrations are becoming the primary drivers for this demographic. Greece has positioned itself perfectly to capture that spend, moving from a secondary choice to the default recommendation for luxury couples.

Cruising and City Stays

The Greek advantage extends beyond static stays. The Greek islands rank third among the most popular cruise itineraries for 2027, trailing only the broader Mediterranean and Alaska. They sit comfortably ahead of Antarctica and the Danube, indicating that the sea itself is a major draw for luxury travelers.

Athens is also making its mark as a city destination. It ranks sixth for luxury travelers, placing it behind Tokyo, Kyoto, Barcelona, Paris, and Rome. This suggests that the capital is successfully competing with Europe's traditional powerhouses for high-end cultural and urban tourism.

The combination of island escapes and city breaks creates a complete luxury package. Travelers are no longer choosing between the two. They are blending them, and Greece is the only destination in the top rankings that offers both seamlessly.

Market Outlook

The broader market context supports this growth. Fifty-three percent of advisers expect travel demand to increase slightly in 2027, while another 22 percent anticipate a significant rise. Spending per trip is also forecast to climb, with 59 percent of advisers predicting an increase.

Japan's rise to the top spot for overall luxury destinations reflects a growing appetite for Asian luxury, but Greece's specific victory in the honeymoon sector shows it has carved out a distinct niche. It is not just competing on price or heritage, but on the quality of the luxury experience itself.

For the luxury travel industry, this signals a stable and growing environment. Greece is well-positioned to capitalize on the expected rise in spending, leveraging its strong hotel offering and natural assets to maintain its new status as the world's top honeymoon destination.