Brands there last summer: Dior, Louis Vuitton, Armani, Dolce & Gabbana, Gucci, Jacquemus, Loro Piana
Mykonos, Greece
Why now: Mykonos, alongside Santorini, will be a popular destination once again, experts agree. “Greece has been incredibly hot the last two years and looks like it’ll still be going strong this year,” Hudson says. Chinese tourists are also drawn to “unique beach destinations” like Mykonos, says Caroline Bremner, head of travel research at Euromonitor.
Brands there last year: Chanel, Nanushka
Amalfi Coast, Italy
Why now: Indefinitely busy in the summer, the Amalfi Coast — and neighbouring Capri — are a haven for luxury brands. For 2024, Peters is eyeing a return to the Amalfi Coast, where she hasn’t been for a few years. Christie Hudson, travel expert at Expedia, notes an early uptick in interest for Positano lodgings. The newly renovated Salerno Airport in southern Italy is also set to open for commercial flights from mid-July 2024, making accessibility to the region far easier.
Brands there last summer: Valentino
Puglia, Italy
Why now: Puglia has undergone a renaissance in recent years, Byrne says. She adds that, “It boasts a rawer, more authentic experience than well-known tourist spots like Portofino.” It’s a less-tapped resource for brands, with potential to be a hotspot this season.