Wealthy jet setters are flocking to these unexpected countries, travel agents say
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- Wealthy travelers are vacationing at a mix of traditional and emerging destinations.
- European hot spots like Rome and Paris will likely always be popular.
- Countries like Thailand, Slovenia, and the United Kingdom are also seeing more bookings.
I see London, I see France.
After that, then what?
Well, apparently, China, Canada, and Slovenia, to name a few.
According to luxury travel agency Virtuoso, a growing number of wealthy travelers plan to venture to major cities like New York, Rome, and Paris in the fall of 2024 compared to 2023.
But let's be real — these famed metropolises will likely always be popular with globetrotters of all stripes. And after a few laps around the Colosseum and a few glasses of Bourdeaux by the Eiffel Tower, many find themselves asking: What's next?
"We have so many repeat guests to Europe, and they've done all the traditional places," Misty Belles, Virtuoso's vice president of global public relations, told BI. "They're looking for something more unusual, unique, and authentic than some of the more traditional tourist places."
The Asian countries wealthy travelers are increasingly visiting
Ken Seet
According to Virtuoso, bookings for summer trips to Thailand were up 95% from 2023 to 2024. Japan experienced a similar mammoth 110% boost, while China saw 68% ( fall bookings for the latter ballooned 146%).
Belles said the growing popularity of trips to China and Japan was not surprising.
Both East Asian countries were relatively slow to reopen following the peak of the COVID-19 pandemic. Japan, in particular, was already seeing a growing number of tourists prior to 2020, creating even more pent-up demand further padded by the weak yen.
As for their Southeast Asian counterpart — "brace for Thailand to go crazy next year," Belles said.
She cited the expected 2025 premiere of "The White Lotus" season three, which was reportedly shot at the country's luxurious Four Seasons Resort Koh Samui and Anantara Mai Khao Villas Phuket. The first two seasons of the hit HBO series were filmed at Four Seasons resorts in Maui, Hawaii, and Taormina, Italy. Both saw a boom in interest following the show's debut.
The European hot spots
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"Ongoing, affluent travelers are drawn to a mix of classic and emerging luxury destinations," Melissa Krueger, CEO of luxury travel wholesaler Classic Vacations, told BI in an email. She said Europe "continues to be a top choice," especially Italy's "timeless experiences."
But if you've already done Rome, Florence, and Tuscany, why not try Slovenia?
According to Virtuoso, summer bookings for the central European country were up 24%.
"You're starting to hear more about them," Belles said, noting the country's sustainability practices. "It's pristine, easily navigated, and much closer than people think. It's pulling in that client who has done other parts of Europe and is looking for something new and different."
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Vacations to Portugal were similarly up 34% this summer.
Yes, Lisbon has, as Belles put it, "always been there." But the country's vibrant culture, lifestyle, and authenticity are starting to attract more people, she said, adding that it's more affordable than other European countries. "It doesn't feel like a super touristed destination."
If you've already been to Lisbon, try the three-hour drive north to Porto. Classic Vacations told BI that bookings for the coastal Portuguese city increased by 63% from the first eight months of 2023 to the same period in 2024.
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Or, for a greener, chillier getaway, head to the United Kingdom and Ireland. According to Virtuoso, these countries saw a boost in popularity this summer, with 32% more bookings than the year prior.
It's a phenomenon travel concierge service Quintessentially has noticed as well.
Its senior vice president of travel, Kelly Grumbach, told BI that the company has seen an "exponential" growth in client requests for Ireland and Scotland, drawn to the destinations' outdoor offerings, accessibility, emerging food scene, and luxury hotels.
Not just once, but twice. "We've seen a lot of return to the United Kingdom," she added.
For closer options, try Canada or the Caribbean
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Head north if you don't want to venture too far from the US.
Virtuoso reported a 40% increase in bookings to Canada for the summer of 2024 compared to the year prior, partly because more travelers are seeking vacations in cooler climates.
Like Ireland and Scotland, America's upstairs neighbor ticks plenty of boxes for the outdoorsy traveler, such as the iconic Banff National Park and its picturesque Lake Louise.
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"People want to hike and have a farm-to-table dinner experience," Classic Vacations' CEO said, calling out British Columbia. "They want to go somewhere where they caught the salmon and picked the blackberries today. Where there's local microbreweries or wineries."
Suppose you prefer warmer weather and the sands of Caribbean beaches. In that case, book a trip to the Dominican Republic, which saw a 23% boost in bookings this summer with another 105% surge for the coming holiday season, according to Virtuoso. St. Lucia is seeing a similar 305% growth in holiday bookings, too.
AP Photo/Jim Krane
Or, follow the jet-set crowd and fly to Saint Barthélemy, which, according to the luxury travel company, experienced a 37% gain in summer bookings.
St. Barts has always been a popular destination — even more so now that resorts have been beautifully rebuilt following the devastation from Hurricane Irma in 2017, according to Virtuoso's spokesperson.
The "piece of the south of France placed in the Caribbean," as Quintessentially's Grumbach called it, is also a destination where the firm sees the most repeat business.
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"There are gorgeous people, the restaurants are amazing, and travelers are happy because they're in the Caribbean," Grumbach said. "You don't have to drive through poverty to get to your resort, unlike a lot of the islands there."
Her clients also often seek out neighboring hot spots like Jumby Bay Island and Anguilla. But not the Dominican Republic, she said — unless they're going to the Aman resort, of course.
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