Slovenia and the Amazon among Virtuoso’s top luxury destinations for 2025

Luxury travel network Virtuoso has named Slovenia, the Amazon and Portugal as top destinations for high-end travellers in 2025.

The findings come from the network’s 2025 Luxe Report, which gathered insights from more than 2,200 travel advisors across 48 countries.

The report revealed that travellers are “turning away from overcrowded, pricier European hotspots” towards lesser-known destinations, such as Slovenia and Portugal.

Virtuoso also found that 57% of luxury travellers highlight the “awe and wonder of nature” as their top emotional driver when planning a trip, according to its 2024 Brand and Travel Tracker conducted in partnership with YouGov. The network said this was driving interest in destinations such as the Amazon and Mongolia.

The Luxe Report also highlighted several “must-have” experiences.

Advisors reported interest in around-the-world trips by cruise or private jet, and river cruising was revealed as a top trend for solo travellers.

For the second consecutive year, wildlife conservation and interaction lead the report’s sustainable tourism trends, fuelling demand for polar safaris in Antarctica, South Georgia and Canada.

Other notable trends for the year ahead according to Virtuoso include a rise in pet-friendly travel, with clients reportedly willing to invest in luxury accommodation and first-class flights to travel with animals.

Notably, Virtuoso also highlighted a 76% increase in the number of people seeking travel advisors through its website.