Looking to add some opulence to your 2025 holiday? A new study has found Europe's most underrated luxury holiday destinations for 2025, with Umbria in central Italy claiming the top spot.
The research analysed travel reviews from lesser-known destinations across the continent, examining how frequently "luxury" appeared alongside star ratings and review volumes to create a unique Luxury Score for each location.
The findings showed a big shift in luxury travel preferences, with three countries dominating the rankings. France features six destinations in the top 20, while Italy and Spain claimed four positions each.
The study by CV Villas suggested travellers are increasingly seeking authentic experiences in hidden gems rather than following traditional jet-setter routes to famous hotspots like the Alps or Lake Como.
Umbria in Italy was at the top of the list
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Brittany in France made the list
GETTYEurope's top 20 most underrated luxury destinations
- Umbria, Italy - 94.67/100
- Biarritz, France - 84.01/100
- Paphos, Cyprus - 78.48/100
- Brittany, France - 74.96/100
- Emilia-Romagna, Italy - 73.02/100
- Paros, Greece - 66.13/100
- San Sebastian, Spain - 65.06/100
- Antibes, France - 64.64/100
- St Ives, United Kingdom - 61.02/100
- Taormina, Italy - 60.16/100
- Ferragudo, Portugal - 59.93/100
- Bordeaux, France - 59.57/100
- Valletta, Malta - 58.62/100
- Skiathos, Greece - 56.65/100
- Valencia, Spain - 56.51/100
- Puglia, Italy - 55.75/100
- Montpellier, France - 54.73/100
- Occitanie, France - 54.55/100
- Soller, Spain - 54.11/100
- Bilbao, Spain - 54.07/100
Valencia is a hidden gem
PANot only do these spots offer some of the best luxury, they may be quieter and even more affordable as they are lesser-known. Umbria, nicknamed Italy's "green heart", offers rolling hills filled with vineyards and olive groves alongside historic towns featuring Roman architecture. The region has been dubbed "The New Tuscany" but maintains its rustic charm without the crowds.
Biarritz on France's southwest coast represents seaside elegance, once frequented by Pablo Picasso, Coco Chanel and Frank Sinatra. Located less than an hour from Spain, the town features thalassotherapy centres and spa treatments alongside its cultural scene.
Paphos in Cyprus extends beyond its nightlife reputation, offering UNESCO-protected archaeological sites, unspoilt beaches, vineyards and golf facilities. The destination is preparing for a new VIP terminal at Paphos Airport, with a £3million upgrade project scheduled for completion by late 2025.
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San Sebastian was the highest-ranking place in Spain
GETTYBrittany in northwest France offers dramatic coastal cliffs and islands perfect for private sailing charters, complemented by Michelin-starred restaurants serving fresh local seafood.
Emilia-Romagna provides countryside villas and converted palazzos alongside its reputation as Italy's culinary heartland, holding the most EU-protected food products.
The region also houses Italy's "Motor Valley", home to Ferrari, Lamborghini and Maserati. Head of marketing at CV Villas Ben Briggs: "Luxury travel is no longer just confined to high-end shopping sprees and spa days. As it becomes more accessible to more people across the globe, true luxury travel is becoming less about the jet-setter route and more about finding hidden gems that feel less well-known, personal, and entirely yours."
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