Wealthy jet setters are flocking to these unexpected countries, travel agents say

14.10.2024 - 21:52 / insider.com

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."

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.

"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."

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