Black and white illustration of Murray Mitchell's headshot
Written by
Murray Mitchell

Published on: February 7th, 2023

Last modified: March 8th, 2024

Europe is poised for a new year of travel and we’re delighted to share our curated list of the best places to go in Europe in 2024. The grand European capitals carry the promise of new hotels, bespoke experiences and once-in-a-lifetime events (hello, Paris Olympics). And, beyond these cities there’s rural retreats, thriving wine regions, elegant train journeys, pristine snowy landscapes and environmentally conscious escapes that beckon every type of traveller.

According to our travel designers, 2024 will be a year to get caught up in the magic of cities like Berlin and London. They also recommend exploring overlooked corners of favourite destinations like France and Spain, and discover sensational scenery all the way from Finland to Turkey. Here are their picks for the best places to go in Europe in 2024.


Technically only half of Turkey is in Europe; the other half is in Asia. But there’s no doubt that it deserves a mention on this list, thanks in large part to that geographical quirk. Turkish culture is a captivating mix of different traditions and aesthetics; just look at the magnificent Hagia Sophia (constructed as a church, then used as a mosque, a museum and then back to a mosque), a symbolic fusion of the country’s various religious and cultural influences.

Turkey endured a terrible earthquake in early 2023, and spent much of the year rebuilding. 2024 is the perfect time to return to this awe-inspiring country and witness its resilience first-hand. We suggest heading to Cappadocia to see colourful hot air balloons fill the sky – or even hop into one for next-level views – and spending some time on the idyllic beaches of the Turkish Riviera.

In Istanbul you can converse with vendors in the bustling Grand Bazaar, sample eclectic cuisine that incorporates elements from around the globe, and admire the sky-high minarets of the Blue Mosque. Our travel designer James strongly recommends the Burdock Hotel, featuring elegant contemporary decor that incorporates local design motifs as well as cosy touches.


Switzerland is consistently ranked among the world’s most sustainable countries, and its commitment to this cause carries over into tourism. The public transport system is powered in large part by renewable energy; locally sourced cuisine is the norm; and its cities are full of green spaces. In fact, the country’s ‘Swisstainable’ initiative aims to make it the most sustainable destination on earth, with specific objectives outlined for 2023–25.

As if that weren’t reason enough to visit, Switzerland is a haven of both wellness and adventure, from the snowy slopes of the Alps to its abundant spas and saunas. Visit from December to March for the winter season or April to September for spectacular hiking. Plus, its distinctive blend of German, French and Italian heritage makes for fascinating culture and culinary fusion.

Our favourite way to explore Switzerland is via scenic railway routes that pass through soaring mountains, steep valleys and storybook villages. The state-of-the-art GoldenPass Express launched exclusive journeys from Montreux to Interlaken in late 2022, but was partially out of commission in 2023. In 2024 it’ll be fully operational again – and we can’t recommend it enough.


The endless appeal of Spain isn’t exactly a secret, but this is the kind of country that’s worth going back to year after year. There are so many small villages, coastal enclaves, flourishing vineyards, ancient landmarks and volcanic islands to discover. Every region of this Mediterranean nation has its own distinctive culture, cuisine and even language in some cases.

In 2024, we’ve got our sights set on the north of Spain. Here you’ll find the culinary paradise of San Sebastian – practically overflowing with Michelin stars – and farther inland, the world-famous wine country of La Rioja. Our travel designer Kate will be on the ground here in early 2024 to scope out all the best spots for food and wine lovers.

Other parts of Spain are among the warmest places in Europe during winter, which runs from November to February. If you’re hoping for some winter sun in 2024, look south to the charming coastal city of Málaga or east to the Balearic Island of Mallorca (just a short plane ride away from Barcelona). Make sure to sample the local specialties, from freshly fried fish in Andalusia to sobrassada in the islands.


Most visitors to England make a beeline for the capital. London remains one of the world’s great cities and is still the best place to begin your trip. In 2024 we’re excited about a whole host of brand new bespoke experiences here, including expert-guided walking tours that cover everything from Westminster Abbey and early Shakespearian history to intricate street art and the brilliant cultural diversity of modern London.

England is also ripe for off-the-beaten track adventures that showcase small villages, coastal walks and rural havens. In 2024 we’ll be keeping an eye on the Cotswolds, a region full of rolling hills, medieval villages, honey-hued buildings and English country gardens overflowing with roses, peonies and sweet peas, making it one of the prettiest places in Europe. The dramatic white cliffs and grand castles of the South Coast add a certain grandeur to adventures.

We’re more committed than ever to travelling responsibly in 2024, and this is echoed by many of the hotels we recommend. The stately Chewton Glen sources fresh produce from its own garden; the glamorous Haymarket Hotel features exclusive eco-conscious bath products; and Dormy House is firmly committed to reducing energy use, supporting the local community and preserving the natural beauty around it.


As the host of the 2024 Summer Olympics, France will be in the international spotlight all year. The Games themselves are scheduled for late July and early August, meaning the whole country will be inundated with visitors around this time. This enormous event will bring a glut of new hotels and improved infrastructure across the country – so even if you’ve been here before, it’s well worth returning in 2024.

Paris, of course, is supremely chic and romantic, with plenty of stylish accommodation to match. We’re always happy to return to Relais Christine, a timeless boutique hotel where every detail exudes elegance. But the City of Lights is also blooming with an array of alluring new properties, from the ultra-luxe Cheval Blanc to the colourful Le Grand Mazarin.

Beyond France’s illustrious capital, our travel designers highly recommend the Champagne region – and not just for sparkling wine. Its endless vineyards and undulating hills are speckled with lovely towns and centuries-old structures. There’s also Provence with its enchanting lavender fields, mild Mediterranean weather and the glittering Côte d’Azur, all of which make it one of the best places for a honeymoon in Europe.


2024 will be a big year for this central European nation. November marks the 35th anniversary of the fall of the Berlin Wall, and the country will host the UEFA European Football Championship in June and July. Germany’s mediaeval history, fairytale castles along the River Rhine are among the other many reasons why Germany is among the best places to visit in Europe

When it comes to cities, there’s the avant-garde capital of Berlin, the refined financial hub of Frankfurt, the charming historic centre of Munich and the riverside art haven of Dresden. Each one has its own unique atmosphere, but there are some common threads: rich cultural heritage, hearty local cuisine and truly magical Christmas markets in November and December. For a quieter getaway, seek out the bucolic countryside, quaint towns and folk festivals of Bavaria.


Our travel designers have highlighted their favourite properties in each city and region of Germany. They love the newly reopened Villa Kennedy in Frankfurt and Hotel Adlon Kempinski in Berlin (don’t miss the extensive breakfast buffet). They also recommend the understated elegance of Beyond by Geisel in Munich and the rustic lofts of Chiemsee Chalet in Bavaria.


Imagine pristine expanses of snow, endless untouched forests and skies that glow with dancing waves of green light. All of this and more awaits you in Finland – which has been named the happiest country on earth for six straight years as of 2023.

If you want to experience this winter wonderland in all its glory, visit from November to February. These winter months are also the best time of year to see the northern lights in Finnish Lapland. If you’re travelling with kids, make sure to stop by Rovaniemi to meet the ‘real’ Father Christmas and see plenty of reindeer (which are very real indeed). For a true treat, spend the night in a state-of-the-art glass igloo at the newly expanded Aurora Queen Resort in Saariselkä.

Apart from its rugged wilderness, Finland also has a distinctive cultural identity, including that of the Indigenous Sámi people. The tranquil capital of Helsinki is an essential stop thanks to its thriving dining scene, plethora of marvellous museums and lovely location on the Gulf of Finland. Stay at the brand new Hotel Maria for sophisticated style in the heart of the city.

Trip Inspiration

Get inspired with our Europe example trips and then get in touch to plan your own adventure.

Luxury Accommodation in Europe

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Whatever you're looking for from your European adventures in 2024, our travel designers are ready to help.