France has emerged as Europe’s undisputed leader in luxury tourism this summer, overtaking Italy, the UK, and Spain in high-end travel bookings. According to the latest figures from Global Travel Collection (GTC), France recorded a remarkable 64% year-on-year increase in luxury hotel reservations in July 2025, driven by soaring demand from affluent US and UK travelers.
This growth cements France’s position at the pinnacle of Europe’s luxury market, with Paris, Nice, and Marseille topping the list of most-booked destinations. In July alone:
- Paris: 2,710 luxury hotel nights booked
- Nice: 1,313 nights
- Marseille: 286 nights
Prestigious properties such as Le Bristol Paris, The Maybourne Riviera in Nice, and InterContinental Marseille – Hotel Dieu were among the most sought-after, blending luxury service with France’s cultural and coastal allure.
Paris Leads the Way in Global Luxury Tourism
Paris’ dominance is hardly surprising. The city offers an unmatched mix of haute couture, Michelin-star dining, and cultural landmarks like the Louvre, Eiffel Tower, and Palace of Versailles. According to Atout France, the national tourism development agency, Paris continues to attract a diverse luxury market, from honeymooners to high-profile business travelers. The 2024 Olympic Games legacy investments have also enhanced hotel infrastructure and city accessibility, further boosting tourism appeal.
Nice and Marseille: Rising Stars of the French Riviera
While Paris remains the crown jewel, Nice and Marseille are seeing unprecedented luxury tourism growth.
- Nice benefits from its role as the gateway to the French Riviera, offering proximity to Monaco, Cannes, and Saint-Tropez. Visitors are drawn to luxury beachfront resorts, private yacht charters, and world-class gastronomy.
- Marseille, once a working port, has reinvented itself as a cosmopolitan luxury destination, with upscale waterfront hotels, Michelin-starred seafood restaurants, and cultural attractions like the MuCEM.
Italy Sees Decline but Retains Loyal Luxury Market
In contrast, Italy experienced a small dip in luxury hotel bookings in July 2025. Rome logged 777 nights, Milan 725, and Naples 679. While iconic properties such as Hotel Eden in Rome, Passalacqua on Lake Como, and Belmond’s Romazzino in Sardinia continue to attract wealthy travelers, the numbers have not matched France’s meteoric rise.
Tourism experts attribute this shift partly to France’s aggressive luxury marketing campaigns and infrastructure upgrades, coupled with travelers’ growing desire for diverse urban and coastal experiences within one country.
UK and Spain Hold Strong in the Luxury Travel Race
The United Kingdom reported a 13% year-on-year growth in luxury bookings, led by London’s elite hotels including Claridge’s, Ham Yard Hotel, and Flemings Mayfair. London remains a top choice for cultural tourism, designer shopping, and exclusive events.
Spain maintained a strong position thanks to destinations like Barcelona, Ibiza, and Madrid. High-end hotels such as Four Seasons Madrid, Nobu Hotel Ibiza Bay, and Six Senses Ibiza remain popular with visitors seeking both luxury and vibrant nightlife.
Ultra-Luxury Travel Market Booms
In 2024, GTC reported $2.3 billion in luxury travel sales, including nearly 900 ultra-luxury trips priced over $100,000 each. The average nightly rate booked by GTC clients was $1,400, reflecting the growing demand for tailor-made, premium travel experiences.
These figures align with UNWTO projections showing luxury tourism as one of the fastest-growing segments globally, particularly in Europe where cultural heritage and high-end hospitality intersect.
France’s Winning Strategy
France’s success in surpassing Italy and other competitors is not accidental. The French government and private sector have worked together to:
- Upgrade airport and rail connections, including high-speed TGV links from Paris to the south.
- Promote wine and gastronomy tourism in Bordeaux, Burgundy, and Champagne.
- Invest in sustainable luxury tourism, ensuring that upscale experiences align with eco-friendly practices.
- Leverage global events such as Paris Fashion Week and Cannes Film Festival to attract elite travelers.
Future Outlook: Can France Maintain Its Lead?
Industry experts believe France’s momentum will carry into 2026, especially with planned expansions in luxury river cruises along the Seine and Rhône, and new hotel openings in Paris ahead of major sporting and cultural events. The French Riviera’s luxury marina developments and Marseille’s growing reputation for art and gastronomy also support continued growth.
However, competition remains fierce. Italy’s enduring romantic allure, the UK’s royal heritage, and Spain’s sunny appeal ensure that the luxury travel market in Europe will remain dynamic.
Conclusion
France’s 64% surge in luxury hotel bookings in July 2025 marks a turning point in Europe’s high-end tourism landscape. By offering a seamless blend of cultural depth, world-class hospitality, and coastal escapes, France has positioned itself as the top choice for affluent global travelers.
As more high-net-worth individuals seek bespoke travel experiences, France’s ability to innovate while preserving its cultural authenticity will be key to maintaining its lead over Italy, the UK, and Spain.
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