Greece confirms its position as one of the top luxury tourism destinations worldwide, according to Virtuoso’s new 2026 Luxe Report, which documents the travel trends of affluent travelers from around the world.
The annual survey, which gathers data from more than 2,400 travel advisors in the Virtuoso network — including those in Australia and New Zealand — reveals that Greece ranks third among the most popular destinations worldwide for 2026, behind Japan and Italy.
Greece high in luxury getaways and honeymoons
Our country also stands out among the most popular honeymoon destinations, ranking third after Fiji and the Maldives. Greek destinations combine authenticity, natural beauty and luxurious infrastructure, making them an ideal choice for couples looking for romance, gastronomy and high-quality experiences.
Greece also maintains its presence on the list of top destinations for solo travelers, where it is in fifth place, behind Japan, Italy, Canada and the United Kingdom.
New trends: From slowing down to experiential travel
The Virtuoso report captures significant changes in the behavior of Australian travelers. Luxury travelers are now choosing fewer but longer trips, with an emphasis on quality and experience.
Adventure tours and expedition cruises are growing rapidly, while authenticity and sustainability are playing an increasingly important role in choices. Avoiding over-touristed areas and turning to smaller, lesser-known destinations characterize new travel habits.
Luxury is being redefined
Australian travelers are investing more in each trip, seeking out experiences of privacy and exclusivity: from private buyouts and yacht charters to fully all-inclusive packages with gastronomy, transport and personal services.
Wellness travel remains a key pillar, with an emphasis on long-term health rather than temporary spa getaways.
Top Destinations for 2026 (Australia – New Zealand)
Global Destinations:
Japan
Italy
Greece
Croatia
Fiji
Emerging Destinations:
Antarctica
Sri Lanka
Norway
Vietnam
Egypt
Cities:
Tokyo
Kyoto
Paris
Barcelona
London
Honeymoons:
Fiji
Maldives
Greece
Italy
Bali
Solo Travel:
Japan
Italy
Canada
United Kingdom
Greece
Overall, Greece confirms that it remains a strong brand on the global tourism map, with particular momentum in luxury and experiential tourism. Continued investment in quality services, sustainability and authentic experiences seems to be establishing the country as a top destination with high expectations.
