Greece has been named the world's most sought-after luxury honeymoon destination for 2027, according to the latest Virtuoso Luxe Report. The annual survey, based on insights from more than 3,100 travel advisors across over 50 countries, places Greece ahead of traditional favourites such as Bali and the Maldives, which take second and third place respectively.
Italy secures fourth position, while France ranks eighth, placing three European nations among the top ten for affluent newlyweds. The rest of the list includes French Polynesia, Japan, Fiji, Thailand and South Africa. The report highlights that honeymoons rank sixth among the top motivations for luxury travel in 2027, with couples prioritising milestone celebrations and the thrill of exploring new destinations.
“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 of 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 leading the pack
Greece's appeal is hardly surprising. Its combination of romantic sunsets, stunning islands, exceptional cuisine and a rich historical backdrop makes it “almost tailor-made for honeymoons”, according to Kayla Zeigler, Founder and Travel Advisor at Destination Europe, a Virtuoso affiliate. The country also ranks fourth in the report's overall list of top global luxury destinations.
Zeigler told Euronews Travel that couples are increasingly moving beyond the classic Mykonos and Santorini circuit, which have become “much busier and increasingly oriented toward cruise tourism”. Instead, newlyweds are seeking a “more relaxed, authentic” Greek island experience without sacrificing luxury. Paros, Milos and Crete are emerging as new favourites, while the Athens Riviera is attracting attention thanks to recent luxury hotel developments, offering an “attractive alternative” to staying in the 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.”
European alternatives gaining ground
Italy and France have long been honeymoon staples, but the report suggests a shift towards less crowded, more intimate destinations. For first-time visitors to Europe, iconic cities like Rome, Florence and Paris remain essential, yet Zeigler notes growing interest in pairing them with lesser-known regions.
“In Italy, we're increasingly recommending Ischia over Capri for couples visiting the Amalfi Coast region,” she said. “Capri will always be iconic, but Ischia offers beautiful hotels, thermal spas, wonderful food and a more relaxed island experience.” She also points to Piedmont and Umbria as alternatives to Tuscany, and Puglia for its masserias and coastline. The Dolomites are “having a moment”, offering spectacular scenery and wellness experiences, often combined with Venice.
In France, the trend is similar. Couples are looking beyond Paris to combine it with Provence, the French Riviera, or the Champagne region, which is a “natural fit” for a celebratory trip. Burgundy and Bordeaux appeal to food and wine enthusiasts. “France makes it very easy to combine a few exciting days in Paris with a completely different, slower-paced experience,” Zeigler added.
Another notable shift 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,” Zeigler said. “Depending on the destination, couples can enjoy more comfortable weather, fewer crowds and better value.”
This evolution reflects a broader change in luxury honeymoon behaviour. Couples are becoming more selective about where they splurge, balancing standout hotel stays with personal experiences. “We're seeing couples choose a beautiful suite in a smaller boutique hotel – something that offers a sense of place and privacy,” Zeigler explained. The emphasis is on slowing down, connecting with local culture and truly experiencing Europe together, rather than ticking off as many destinations as possible.
For those planning a honeymoon, the report underscores that Europe remains a powerhouse for romantic travel, with Greece, Italy and France leading the way. Whether it's the Greek islands, the Italian countryside or the French vineyards, the continent offers a wealth of options for couples seeking both luxury and authenticity.
