The Top 24 Hot Destinations Of 2024
It’s hard to believe that 2023 was the first year that the world was fully opened since Covid. As recently opened destinations gain traction and ‘revenge’ travel settles down, supply and demand are nearing a normal equilibrium. This is great for the consumer who has suffered tremendously from surge pricing and over-tourism in destinations whose infrastructure just simply could not support the demand. We see 2024 as a year of equilibrium; the forecast looks promising with these 24 destinations set to be the top and hottest to visit this year!
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Austria
With Paris in the spotlight, what better alternative than Vienna. As clients flee from over-crowded cities, we see Austria having its moment in 2024. New hotels in Vienna are bringing it a new limelight, while Rosewood’s reinvention of the iconic Schloss Fuschl will shed attention on Salzburg and its spectacular countryside. From UNESCO World Heritage Sites, stunning Lake Neusiedl, and a hot new wine scene in Burgenland.
Spain
Madrid is the hottest “new” city in Europe. Ever since it reemerged with five new luxury hotels last year the city is thriving with a fabulous nightlife, cool art scene, great shopping and new exhibitions. The Ritz Madrid and Rosewood anchor the hottest new spots in town, while in Andalucia, resorts like Finca Cortesin continue to attract people, especially to Costa del Sol. Mallorca’s host of new hotels and airlift continues to assuage travelers to explore and Ibiza’s DJ set continues to draw major crowds every summer.
Paris
It should come as no surprise that Paris is on our hot list for 2024. The city has exploded since the pandemic and continues to attract clients with its bustling fashion, art, nightlife, and restaurant scene. In addition to the Summer Olympics this summer, Paris will host over 300 distinctive events, shows, exhibitions and pop-ups including a Taylor Swift cameo.
Monaco, Monte Carlo
shaping up to be one of the top destinations for 2024, most notably in shoulder months with its amazing activations, festival and all-year-round experiences in a most mild climate. Nearby, the Maybourne Riviera offers a spectacular, “Amalfi Coast” stay overlooking the city while revamped Hotel de Paris joins a host of new restaurants, clubs, and lounges bringing new energy to this classic Jetset haven.
Montenegro
One of the best values in the Med, Montenegro continues to grow. It’s the ideal locale for nature lovers, adventure enthusiasts and beach lovers. The new SIRO not only debuts One&Only’s sexy new Gen-Z sister brand, but also infuses the country with an active and wellness narrative. Though Aman Sveti Stefan has just a glimpse of reopening, its acclaimed Villa Miločer continues to attract Amanjunkies to its shores. The villas of One&Only Portonovi are a family and yacht haven of the Med. Couple this with the spectacular fjords of Kotor and a short boat ride to Croatia, it’s the ultimate summer getaway.
Greece
Greece exploded in popularity in 2021 but softened in 2022. We predict a comeback in Greece, especially in the ‘outer islands’. We think Paros is going to be the new Mykonos with so many luxury hotels now firmly planted outside the label-free but vibrant town of Nauossa. The secluded, pristine Kéa gets a new One&Only resort this summer, or even Corfu that was often overlooked as a middle-market destination attracts travelers with new resorts such as the Ikos Odisia and Banyan Tree’s new lifestyle Angsana. Even the remote island of Folegandros, with a population of 600, gets its first luxury hotel this year, the Gundari Resort, which affords luxury travelers an opportunity to truly disconnect like a local.
Portugal
Portugal remains one of the best values in the Mediterranean, if not all of Europe. Lisbon continues to thrive as a cool capital city, with hot new restaurants and art installs, while popularity of Portuguese wines of the Alentejo and Douro Valley bring oenophiles to a growing roster of luxury hotels. Beach resorts in the Algarve and Comporta are finally attracting jetsetters who want a little more calm, while design aficionados are fixated on new properties like the Palácio Príncipe Real in Lisbon and Christian Louboutin’s Vermelho outside of Comporta.
Italy
Beyond the “obvious, look at Forte Dei Marmi for some of the hottest beach clubs in Italy, Umbria and Piemonte as the new “Tuscan” hotspots, plus the Veneto and Emilia Romagna. Sicily is continuing to surge after the White Lotus effect and “predictables” like Lake Como and the Amalfi Coast remain top of mind for anyone and everyone. We see a greater focus on shoulder season here after intense summer heat and crowds scare people away from July and August. Milan continues to grow in double-digits as the most reinvented city in Italy!
French Winelands
The French winelands are getting a boost with new luxury hotels to explore outside of the Provence. Cognac now boasts the fabulous new La Nauve as well as the private takeover dream, Le Logis, part of the former Gray Goose estate. Meanwhile in Champagne, LVMH’s new Belmond Coquelicot luxury barge promises insider access to the brand’s best champagne including Dom, Ruinart, Krug and Moet. Burgundy, the holy grail of pinot noir and chardonnay, has lacked good accommodations for years, now gets a new Como resort, Le Montrachet, along with a darling 14-room Maison 1896 in Beaune and the new Chateau Sainte Sabine, giving oenophiles a plusher option to explore their favorite vintners.
Switzerland
Nadal and Trevor Noah took the Glacier Express’ Grand Tour of Switzerland viral last summer and it looks like it will continue to stick around in 2023. Switzerland is finally becoming sexy and offering a host of next-generation resorts to younger active travelers. It’s becoming ground-zero for thrill seekers in Europe, from bungee jumping to ultra-hiking with magnificent Via Ferrata courses, rappelling and extreme mountain biking. Properties like Bürgenstock, the Alpina Gstaad and the Omnia provide chic basecamps while the renewed allure of train travel has made it even more appealing to easily connect several destinations along some of the world’s most dramatic topography.
The Red Sea
Despite the Middle East conflict we are hot on the Red Sea. The amount of money being invested, the exposure, promotion, unique experiences and varied environments will make the Red Sea one of the fastest growing destinations in the world. This year sees the launch the first four resorts with almost 30 unique resorts opening in the next 3 years.
Scandinavia
The demand for Scandinavia is already up over 20% for 2024.
The cool capitals of Stockholm and Copenhagen continue to draw design and gastronomic aficionados. While new nature-focused resorts and luxury yachts open up the Lapland, the Fjordlands, and more remote locales.
New Zealand
Incredible new product such as Flockhill, an elevated Huka Lodge, and the coming of Rosewood to some of the most beloved (but underrated) resorts in New Zealand shine the spotlight on this pristine destination, ideal for nature and adventure enthusiasts. South Pacific has finally opened to the world, and though it was a slow start, the pace for 2024 looks extremely promising.
South Africa
South Africa would catapult into our top 5 destinations in 2024 if there were enough space available to put our clients. The floodgates have exploded since restrictions were lifted, with Cape Town getting its close-up and new luxury lodges like the family-oriented Cheetah Plains or the super-cool Waterside Lodge by Royal Malewane attracting newcomers and return visitors alike.
Japan
The country is still hottest comeback kid in Asia. Pre-covid it was on one of the steepest growth trajectories; now people are clamoring to return. In fact, one of the hottest ski destinations for 2024 is Niseko! Not to mention Tokyo's culture is a harmonious blend of tradition and modernity and a must visit for first time travelers o Japan!
Thailand
Bangkok has become arguably the most fashionable and hottest city in Asia. With China taking a back seat, Thailand has exploded as the destination du jour for the far-flung set. Phuket, Chiang Mai and Ko Samui lead the way, with Amanjunkies anxious to experience the new Aman Bangkok or the new Four Seasons, Capella and host of other new entrants to the city.
Morocco
Despite not being in the Middle East, this Muslim country had a double-setback last year with a devastating earthquake and the war in Israel. This year seems to be more forgiving with forward bookings and inquiries on a tremendous upswing. Exciting new openings like the “WOW-worthy” Royal Mansour in Casablanca and Tamouda Bay, the fabulous new YSL Villa Mabrouka, one of several new developments in Tangier, and the celebrations surrounding the 100th anniversary of La Mamounia, have brought renewed attention to this destination. The colors, design, fashion, flavors, buzzy nightlife, and easy access has made Morocco truly enticing – especially since it has shown itself to be a peaceful country.
Australia
As if the reopening of Southern Ocean Lodge isn’t enough, Australia gets a host of new luxury hotels include the Ritz and Shangri-La in Melbourne and finally benefits from additional airlift which is bringing travel costs back to palpable price point. Adelaide (recently named Australia’s coolest city by The Wall Street Journal) has become a cool go-to destination for foodies and art lovers. Western Australia’s new exposure campaign has helped grow Australia’s winter business significantly while nature-focused destinations like Kangaroo Island, Tasmania and the reopened Emirates One&Only Wolgan Valley in the Blue Mountains make it one of the most attractive destinations in 2024.
Peru
Despite the previous political unrest, Peru is coming back on the map for foodies and outdoor adventure enthusiasts. With renewed products like the Belmond Andean Explorer connecting magnificent destinations to the magnetic Sacred Valley and Machu Picchu, the country has been especially attractive to multi-generational explorers and active affinity groups.
Argentina
Emerging as a winter hot-spot for northerners. Extreme inflation and the “Blue Market” money exchange literally puts the country on a half-off sale. There’s never been a better time to explore the glacier-cut mountains of Patagonia, the winelands of Mendoza, or the vibrant city of Buenos Aires. Everything from hotel rates, restaurants, and experiences are less than a third of what they may be in other countries of its caliber.
Mexico City
Continues to grow in market share. Mexico City is now one of the hottest urban destinations to visit, especially in winter. The art scene, the food scene and the cultural offerings seem relentless. The new hotel scene is booming with both stunning boutique hotels and banner brands.
St. Barts
Seems to never lose steam. It remains the number one warm-weather destination for Q1 and Q2 of 2024. The French flair and Mediterranean-style beach clubs are a magnet for international jetsetters. Inflated rates only make it more attractive.
Ras al Khaimah
We are already seeing the growth of “RAK” as a preferred beach destination and we predict its growth in 2024. These join recent builds in the Emirate including the pristine Ritz-Carlton (both on the sea and desert) and Waldorf. What makes it special is its ease of access (just 45 minutes from Dubai) without the commercial feeling of its neighboring brothers of Abu Dhabi and Dubai. You now even get overwater bungalows, without taking a sea plane, especially with the opening of the new Anantara and its overwater bungalows on a glistening lagoon.
Los Cabos
The beach destination with the strongest growth, Los Cabos is undergoing another reinvention. The development of nearby Todos Santos as a boho-explorer’s destination combined with the endless active desert adventures in Los Cabos, new culinary magnets and even more luxury hotels opening is attracting people to return to Los Cabos to re-explore this desert beach resort. The new 1,800-acre Cabo del Sol community will have two miles of beach and two 18-hole golf courses, all centered around the new hacienda-style Four Seasons Resort Cabo San Lucas at Cabo Del Sol and Soho House Beach Club.