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As the summer season beckons, the world’s most discerning travellers are setting their sights on trending summer destinations for luxury travellers — places that offer privacy, sophistication, and exclusivity. From emerging cultural capitals to timeless coastal retreats, these locations are defining luxury travel in 2025.
1. Zurich, Switzerland
Zurich is experiencing a sharp rise in appeal among refined travellers. Known for its discretion and heritage in finance, the city now combines its traditional elegance with a thriving cultural and culinary scene. Lakeside retreats, private art collections, and Michelin-starred establishments such as Pavillon attract a sophisticated clientele. The Baur au Lac and The Dolder Grand continue to set the benchmark for historic luxury, delivering peerless service and Alpine views.
2. Olbia & Costa Smeralda, Sardinia
Olbia is the entrance to Costa Smeralda, Europe’s yachting playground. The region’s crystalline waters, exclusive marinas, and white-sand coves attract the international elite. Porto Cervo remains a hub of discreet indulgence, with haute couture boutiques, private beach clubs, and world-class dining at institutions like Cala di Volpe.
3. Sindalah Island, Saudi Arabia
Sindalah, part of the NEOM development, is engineered for next-generation luxury. Designed around superyacht access, it offers an 86-berth marina, overwater villas, and curated leisure experiences. With sustainability embedded into its blueprint and culinary offerings led by acclaimed chefs, Sindalah is positioned as a new global standard for affluent, forward-thinking travellers.
4. Lake Como, Italy
Lake Como continues to captivate with its aristocratic charm and understated luxury. From the storied halls of Villa d’Este to the modern refinement of the Mandarin Oriental, Como caters to those seeking seclusion without compromise. Private boat tours, personalised wine tastings, and lakeside aperitivos remain hallmarks of its enduring allure.
5. Sapporo, Japan
Sapporo offers a serene counterpoint to summer’s heat and crowds. Renowned for its purity and seasonal cuisine, it draws in travellers who value authenticity and quiet sophistication. Luxury ryokans, immersive kaiseki dining, and secluded wellness retreats create a setting rooted in Japanese refinement.
6. Paros, Greece
Paros has quietly become the Cyclades’ best-kept secret. With its relaxed tempo, elegant boutique hotels, and private beach lounges, it attracts a well-heeled crowd seeking a more genuine Hellenic experience. Artisanal dining and refined hospitality position it as a sophisticated alternative to Mykonos.
7. Amaala, Saudi Arabia
Amaala is set to be a sanctuary for wellness and cultural engagement. As part of Saudi Arabia’s luxury tourism vision, it blends contemporary architecture with local artistry. Offering immersive wellness programmes and world-class privacy, its collection of resorts will cater to those looking for more meaningful, restorative escapes.
8. Saffire Freycinet, Tasmania
Tasmania’s east coast offers a level of seclusion rarely found elsewhere. Saffire Freycinet exemplifies this with panoramic bay views, a focus on local provenance, and bespoke nature encounters. From private marine tastings to curated wilderness tours, this eco-lodge delivers profound simplicity wrapped in luxury.
9. French Riviera: St. Tropez & Cannes
The Côte d’Azur remains a perennial draw for the international elite. In St. Tropez, legacy institutions like Club 55 coexist with a newer generation of design-led retreats. Cannes, especially during festival season, is a hive of private gatherings, superyachts, and couture showcases – an epicentre of summer glamour.
10. Tbilisi, Georgia
Tbilisi’s rise signals a shift toward culturally rich, less-commercialised travel. With its layers of history, design-forward accommodations, and organic wine bars, the city offers understated charm for those seeking depth. Direct UK flights enhance accessibility, while curated stays and spa traditions ensure a high standard of comfort.
11. Sun Valley, Idaho, USA
A discreet haven for tech and media leaders, Sun Valley offers more than conference rooms. Its alpine lodges, pristine trails, and uncrowded golf courses speak to a quieter form of luxury. The town’s appeal lies in its combination of nature, privacy, and unspoken prestige.
12. Madeira, Portugal
Madeira’s rugged beauty now pairs with a polished hospitality offering. Historic properties like Reid’s Palace have been joined by contemporary retreats that focus on gastronomy, spa excellence, and Atlantic panoramas. For travellers seeking nature with polish, Madeira presents a compelling case.
13. Cairns, Australia
Cairns offers direct access to the Great Barrier Reef with a refined, eco-conscious lens. Private reef charters, sustainable luxury lodges, and culturally respectful experiences create a rare blend of exploration and elegance. For the environmentally-minded traveller, it represents the future of responsible luxury.
All of these destinations reflect more than just movement, but also intent. In 2025, luxury travel is defined by authenticity, privacy, and transformative experiences in places that offer splendour as well as substance.
