- A new study by CV Villas reveals lesser-known, yet extremely luxurious travel destinations in Europe – Italy and France dominate the Top 20, while Paros rises to 6th place.
When it comes to luxury travel in Europe, most people’s minds automatically go to places like Lake Como, the Alps, or the Côte d’Azur. However, according to a new study by CV Villas, true luxury in 2025 will be found in the “hidden treasures” of the European continent – destinations that combine authenticity, high aesthetics, and absolute tranquility, away from the limelight.
The study analyzed travel reviews from lesser-known European destinations, taking into account the frequency of the word “luxury”, the review score, and their overall volume, to create a “Luxury Index”. The result is a list of the 20 most underrated luxury destinations in Europe for 2025.
Umbria, Italy, tops the list
The Umbria region in central Italy takes first place with a Luxury Index of 94.67/100. Also known as the “green heart” of Italy, Umbria offers a unique mix of natural beauty, cultural heritage, and fine gastronomy. Despite comparisons with the much-hyped Tuscany, it remains relatively unexplored, making it an ideal choice for those seeking the dolce vita without the crowds.
Paros in 6th place, Skiathos in 14th
Greece makes a double appearance on the list, with Paros standing out in 6th place (66.13/100) and Skiathos in 14th (56.65/100). Paros, although popular in the summer, is not usually among the top luxury destinations – but the study reveals that the island garners a lot of positive reviews with references to luxury experiences, focusing on its architecture, authentic flavors, and high-end accommodation facilities.
France and Italy dominate the list
France and Italy confirm their timeless appeal to discerning travelers. France is represented with six destinations in the Top 20 – including Biarritz (2nd place), Brittany (4th), Bordeaux, and Montpellier – offering alternative luxury experiences, from thalassotherapy spas to Michelin-starred restaurants.
Italy, with four entries (Umbria, Emilia-Romagna, Taormina, and Puglia), confirms its reputation as a destination for connoisseurs of high aesthetics and refined gastronomy.
Emerging players: Cyprus, Spain, Malta
Paphos in Cyprus (3rd place with 78.48/100) pleasantly surprises with its emergence as an underrated luxury destination. The city, known for its rich history and natural beauty, is preparing to welcome a new VIP lounge at the airport by the end of 2025, further strengthening its profile in the luxury tourism sector.
In Spain, San Sebastian (7th place), Valencia, Soller, and Bilbao offer a combination of culture, gastronomy, and natural landscapes, ideal for more discreet forms of luxury.
A New Perspective on Luxury
Commenting on the results, Ben Briggs, Head of Marketing at CV Villas, notes: “Luxury is no longer limited to shopping and spas. Travelers are looking for experiences that are personal, authentic, and off the beaten track. Places that were not considered luxury until yesterday are gradually transforming into new hotspots of high-quality hospitality.”
This shift signals a more “quiet” and experiential approach to luxury, with the traveler seeking not only comfort but also uniqueness – a rare, almost secret, connection with the destination.
The Complete Top 10 Most Underrated Luxury Destinations in Europe for 2025
- Umbria, Italy – 94.67
- Biarritz, France – 84.01
- Paphos, Cyprus – 78.48
- Brittany, France – 74.96
- Emilia-Romagna, Italy – 73.02
- Paros, Greece – 66.13
- San Sebastian, Spain – 65.06
- Antibes, France – 64.64
- St Ives, United Kingdom – 61.02
- Taormina, Italy – 60.16
- CV Villas, one of the leading luxury holiday home tour operators in Europe, has a presence in Greece with villas (and popular hotels) in Corfu, Rhodes, Crete, Kefalonia, Lefkada, Mykonos, Zakynthos, Paxos, and Peloponnese.
RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations, Greek travel market, Greek tourism statistics, Greek tourism report
