Virtuoso analyzed intel from its data warehouse to unveil the top travel destinations and trends for the summer season and beyond. Luxury travelers are seeking out cultural immersion, new experiences and ways to beat the heat and the crowds. They’re also willing to pay to get exactly the experience they want.
Top 10 Travel Destinations for Summer 2024
Here are the countries experiencing the largest percentage of year-over-year growth in bookings for this summer.
- Thailand (+162%)
- Japan (+126%)
- Anguilla (+70% )
- Singapore (+52%)
- Belgium (+50%)
- Bermuda (+50%)
- Iceland (+49%)
- Saint Barthélemy (+49%)
- Sweden (+47%)
- Netherlands (+33%)
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Traveling to Destinations in Asia
With three countries in the top 10, travelers are returning to Asia to enjoy rich cultural experiences. Thailand tops the list with an 162% increase in bookings compared to the same period last year. Thailand’s beautiful beaches, focus on wellness and serene landscapes make it a holistic haven for travelers in need of rejuvenation. Japan – the top reemerging destination in the 2024 Virtuoso Luxe Report – continues its rise to popularity. Singapore closely follows with a 52% rise, kicked off by the “Swift Lift” from early this year that put it squarely on the radar for travelers wanting a blend of diverse cultures.
Chilly Destinations in Northern Europe
The well-traveled are still Europe-bound this summer, but are foregoing traditional favorites to beat the heat and the masses, opting instead for the cooler climates of the north. While traditional favorites like Italy are seeing a modest three percent rise in bookings compared to last summer, not surprising given its incredible upward trajectory for the past several seasons, it’s Scandinavia that is having a moment with a 27% increase in bookings. Iceland and Sweden are particularly popular, with increases of 49% and 47%, respectively. Elsewhere in Europe, other cool-weather destinations are on the rise: the Netherlands, despite efforts to curb its popularity, is still seeing year-over-year growth of 33%, while Norway is up 16% and Ireland by 13%.
Cruise Destinations
A recent survey of Virtuoso advisors found that 58% anticipate cruising will emerge as the strongest tourism sector in 2024-2025, surpassing land-only experiences. Some of the biggest trends shaping the industry include destination immersion with more nights in port or overnights on land, cruising to cold-weather climates like Alaska, Antarctica and the Arctic, and a rise in female solo cruising. With new cruise lines, including those that more closely mirror hotel stays, and vessels joining the market, there’s an option to suit every traveler.
Gen Z Travelers
In 2024, Millennials and Gen Z are significantly increasing their travels, while demand for travel among Gen X and Boomers remains steady. A notable trend among younger travelers is their emphasis on sustainability. They exceed other generations in their prioritization of travel experiences that promote environmental responsibility and benefit local communities, and they are willing to pay more for them. Additionally, Millennials and Gen Z are twice as likely to seek an adrenaline rush or participate in social impact activities. This shift is also evident even at sea. 59% of Virtuoso advisors have noticed a demographic transformation underway in the cruise industry, with 36% attributing this change to increased bookings from Millennials and Gen Z.
