When it comes to revealing your upcoming holiday spot to friends and family, there are some destinations that evoke an instant ‘oooh’… and others where the response might feel a little less enthusiastic.
Some resorts were once elegant retreats enjoyed by the rich and famous that have had their reputations tarnished by overtourism.
Others, meanwhile, have only ever attracted a more tawdry tourist – looking for no more than a fry-up and a race to the sun loungers.
So where are the destinations that have managed to remain timeless bastions of good taste, wooing only the well-heeled?
And which can be dubbed ‘new money’ – where flashy displays of wealth, designer logos and Influencer selfies are the order of the day? Here’s our guide:
The holiday hotspots that scream ‘new money’
MARBELLA
Marvellous Marbs: The sunshine-filled Spanish destination lures in Brits every year
Puerto Banús was once the chic-est Spanish outpost to visit in the summer… but not quite so any more
Ah, Marbella, adored by British holidaymakers seeking all the pleasures of Spain – sea, sun, great prices – but with all the comforts of home.
Mass tourism has all but robbed this party town of its Spanish authenticity – and it has all the hallmarks of a ‘new money’ vacation.
It looks photogenic online but Marbella’s beaches are filled to bursting with tourists during high season.
And reviews from travellers demonstrate how the once-classy destination favoured by British expats seeking a better lifestyle has, they say, been ruined by a certain kind of traveller.
One recent Tripadvisor review of The Marina in Puerto Banús barbed: ‘I didn’t like it. Being there made me feel uncomfortable, as if everything revolved around appearance and status.
‘There are many luxury cars and yachts, but honestly, it’s not worth it. If you are looking for a place with more charm and less ostentatiousness, this is not the right place.’
ALGARVE
Animated Algarve: The Portuguese region is known for its beautiful beaches, including the Praia de Benagil
Portugal’s Algarve is popular – with golden beaches, dramatic cliffs and historic towns, it’s even been nicknamed the ‘California of Europe’.
With this accolade come downsides – hordes of tourists, rising prices and an abundance of low-budget holiday options.
Take Albufeira, a once family-focused resort that is now a stag-and-hen party mecca with loutish behaviour regularly reported.
One review writes: ‘The prices there are crazy there. Tons of English-themed restaurants. Absolute wasteland.’
Another wrote: ‘When you visit places like the Algarve it’s natural to think the country has sold its soul to mass tourism.’
Of course, there are parts of the Algarve that are still worth a visit. If you’d prefer to do like the Portuguese and enjoy a more authentic trip to the country, you’d be better off heading to places such as the Azores or Madeira – or opting for a city break in Porto or Lisbon.
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COTSWOLDS
Crowded Cotswolds: In recent years, pretty Cotswolds villages such as Bourton-on-the-Water have seen huge numbers of tourists descend in the summer months
There was a time when the Cotswolds were frequented by country-loving types and celebs seeking refuge from the hustle and bustle of London.
Once famed for its chocolate box villages, sleepy lanes and rolling hills, it has slowly become a billionaire hotspot, with starry names such as Sir David and Victoria Beckham, Kate Moss, Simon Cowell and Ellen DeGeneres all purchasing homes in the area.
The problem is, it’s not just the rich and famous heading there – parts of the Cotswolds have fallen victim to mass tourism, becoming an expensive place to visit and no longer a charming, coveted part of the UK.
Last year, parts of the region even started to introduce charges to combat crowds.
Bourton-on-the-Water, often dubbed the ‘Venice of the Cotswolds’ for the river that flows through its centre, introduced new parking charges for tourists to allow residents access to parking spaces in the morning – and then charge visitors coming for the day later on.
Bourton-on-the-Water has just 4,000 local residents – which is far outweighed by the number of tourists who visit the town each year, estimated to be around 300,000.
As such, new measures aim to make parking more challenging for day visitors, hoping to combat the mass overtourism affecting the region.
MALDIVES
Maldives magic: Tropical paradise resorts in the Maldives boast white sand beaches, lush palm trees and overwater villas
Few destinations scream ‘luxury’ like the Maldives: like something out of a movie, the vibrant waters and island paradise coupled with villas perched on the water do a good impression of paradise.
However, has the shine come off? As more and more influencers have made this Indian Ocean idyll their number one photo opportunity, the Maldives has lost its exclusivity – thanks to its gaudy displays of opulence.
It’s never cheap to get to either – booking five-star resorts for a week-long trip could easily see costs going upwards of £11,000, including flights.
Anyone who wants a private, classy island getaway doesn’t go to The Maldives.
BALI
Booming Bali: Influencers and travellers have been flocking to the popular Indonesian spot
Bali is in the midst of an impressive tourism boom, welcoming around 7million international arrivals in 2025 – but it also has a title no destination should aspire to have: ‘influencer capital of the world’.
One traveller recently called it ‘extremely beautiful’ but ‘very corny’, saying: ‘Compared to other places I have traveled, Bali felt like a very inauthentic experience.
‘Coupled with big lines to take photos, crazy amounts of traffic in the main towns, seeing more tourists than locals, and an overall unappealing vibe. Bali is the real word example of Instagram vs reality…’
MIAMI
A taste of the high life: Miami Beach in Florida is on the rise
Opinions are divided on Miami, with some arguing it’s a top-tier destination known for its Michelin-starred restaurants and Art Deco culture.
Others swear it’s merely a playground for the faux wealthy who want to see and be seen.
A core component of many criticisms of Miami is its fake, flashy nature, with one Tripadvisor review of the city’s Ocean Drive saying: ‘There are people who flaunt their possessions in obscene ways in this place. Real genuine people make way for fake people with lots of regard for themselves here.’
Another echoed this, writing: ‘What an unwanted experience. The craziness with crowds and loud partying that happens after sunset can be large, more on the weekends and during the weeks of Spring Break.’
PORTOFINO
Portofino has long been a popular destination for Brits – but tourist numbers are rising fast
TikTok footage shows hundreds gathering around the Italian spot’s beautiful port
Portofino was once a favourite destination of Elizabeth Taylor, her honeymoon spot of choice four times over.
Located on the Italian Riviera and described as one of Italy’s ‘natural jewels’, the Italian village is framed by lush green hills and the clear Ligurian sea, with a population in the winter of just 350.
Unfortunately, nowadays its reputation is fast on the decline – since overtourism came knocking.
Flight figures have shown the rapid increase in tourist numbers in the region, with social media posts showing the dramatic difference between expectations and reality.
Now characterised by crowds in the summer months, it seems to have fallen victim to the overtourism trap of many other Italian destinations, including Capri and the Amalfi coast.
DUBAI
Glitz and glam: Influencers and travellers have been flocking to Dubai in their hordes
The Rooneys – along with a whole host of other celebs – are confirmed Dubai devotees
Very much the Middle East OG when it comes to high-octane tourism playgrounds, Dubai, the largest city in the United Arab Emirates, has proven irresistible nectar for nouveau riche Brits whose main holiday ambition is to look like they’ve made it in life.
And although it is currently off the map as a result of ongoing conflict in the Middle East, it is clear the emirate is arguably the most new money destination of them all.
This shimmering, super-luxe metropolis puts perpetual blue skies (let’s not mention the brutal summers), five-star hotels, couture shopping, faux snow ski slopes and more theme parks than any city needs (six major ones at the last count) on the menu.
But look away if you’re a fan… for despite the shiny outward opulence, Dubai sends the bad taste barometer off the scale. It’s gaudy, mainstream and its unwavering obsession with modernity means it’s largely a culture-free zone.
Add in Dubai’s dispiritingly dubious approach to its migrant workers, who largely hold up the Emirati city’s tourism industry, and the oft reported sleazy underbelly of prostitution – including allegations of degrading ‘Porta Potty’ sex parties – and suddenly it doesn’t feel quite so glossy.
The classic ‘old money’ destinations
ST TROPEZ
Stylish St Tropez: The French Riviera hotspot has been adored by the wealthy for decades
Mention St Tropez and images of the late Brigitte Bardot, barefoot and bikini-clad, spring to mind.
The iconic French film star put sleepy fishing village St Tropez on the map back in the 1950s, after filming such movies as And God Created Women in the town back when it was a little-known spot.
In the decades following, the town has been revolutionised, morphing into a veritable playground for those seeking an exclusive holiday ambience.
During the summer months, it’s drawn in stars such as Leonardo DiCaprio, Beyoncé, Jay-Z and Naomi Campbell to follow in Brigitte Bardot’s footsteps.
The town still retains its charm though as the ‘the pearl of the French Riviera’.
One traveller shared a clip of their trip on YouTube, captioning the post: ‘This is where elegance meets the charm of an old fishing village, creating an atmosphere unlike anywhere else.
‘The historic Old Town of Saint-Tropez delights with its narrow streets, pastel houses and hidden corners that have inspired painters, photographers and creators for centuries.’
SCOTLAND
Smart Scotland: With history and culture galore, destinations across the region draw in wealthy travellers
A far cry from the pomp and spectacle of more sparkly UK holiday destinations – London’s overpriced hotels, for instance, or tourist-laden villages in the Cotswolds -Scotland possesses historic castles and imposing scenery in abundance – and caters to high-brow tastes.
One can’t help but hear the word ‘Balmoral’ pronounced in perfect Queen’s English, and as a favourite of the Royals it’s clear the Scottish Highlands still scream ‘old-school values and inherited wealth’.
Scotland is also home to many classy, historic hotels – including several that rank among the best in the UK.
The Raasay Distillery, situated on the Isle of Raasay, for instance, is the only place in Scotland where you can stay in the same building as a working distillery, and offers bespoke tours and tasting experiences perfect for any whiskey lovers.
Alternatively, you can travel on board the Caledonian Sleeper, the UK’s longest direct rail route, to view landmarks such as Rannoch Moor, Loch Lomond, Loch Ness and coastal views of St Andrews and Arbroath, or visit with Luxury Scotland for an elevated stay.
THE ALPS
Ski season: The Alps are a popular holiday destination among wealthy families
Exclusive skiing: Verbier is a hotspot, popular among princes and oligarchs
High prices – of flights, ski passes, accommodation and food – mean the Alps remain firmly in the category of ‘posh’, in most people’s books.
And as the veritable home of skiing, holidays anywhere in the Alps conjure up images of the children of millionaires sipping expensive rose at apres-ski, while their parents enjoy the luxury of chalets, private chefs and exorbitant dinners.
One such Alpine destination, Verbier, is even adored by the aristocracy and royalty – with Danish royals visiting the exclusive Swiss resort in 2024, while Andrew Mountbatten-Windsor and his ex-wife Fergie are Verbier regulars.
Sir Richard Branson even has a mountain retreat here, the Lodge, which can be hired out.
‘Ordinary’ people are opting for better-value ski breaks in destinations such as Bulgaria – home to arguably Europe’s cheapest ski resort – as well as Norway and Italy.
MONACO
Money, money, money: Monaco has long been considered a billionaire’s playground
This list would be incomplete without the most obvious destination for the moneyed – Monaco.
Billionaire’s paradise Monaco is adored by the stars of F1, international businessmen and many other celebrities as a haven known for its lavish lifestyle and glamorous hotels.
With high-end shopping and Michelin-starred restaurants, casinos and beach clubs galore, it has more millionaires per square metre than anywhere else.
Yes, it may be flashy, but it’s still adored by those seeking old money glamour, with many referring to the destination’s ‘quiet luxury’ as a key selling point, with timeless opulence – understated fashion, for one – on display everywhere you turn.
THE HAMPTONS
Haughty Hamptons: The elites across the US flock to this part of New York state in summer
If you’re from the US and have ‘family money’, it’s likely you’ll spend your summers in the Hamptons.
For decades, the Hamptons have reigned as the place to be – close enough to the Big Apple to be accessible, but without any of the city’s noise, pollution or chaos.
Owning a home in this coveted enclave is aspirational for many, and it’s still very much the bragging-rights capital adored by the rich of New York.
ST BARTS
Stop in St Barts: This boating paradise and millionaire haven is a favourite among the rich
Former glam-spot St Barts is no stranger to complaints of ‘tacky’ spots and overtourism.
It was subject to much critique on New Year’s Eve, when billionaires descended on its shores for celebrations.
Jeff Bezos and his new wife Lauren Sánchez, NBA legend Michael Jordan, and film producer David Geffen are just some of the many A-listers who came to the island last year and this year.
However locals on the Caribbean island have seen the infiltration of celebrities’ gigantic yachts obstructing their views and making the stunning destination spot ‘tacky.’
One Reddit user who has been coming to St Barts for 12 years said it has become ‘more Instagrammy’ and filled with the ‘tacky designer crowd’ in recent years.
MUSTIQUE
Fit for royalty: Mustique’s beaches and royal credentials add to its exclusive ambience
An essential hallmark of a still truly glamorous, ‘old money’ destination is, of course, privacy.
And few destinations provide this as much as Mustique, an island in Saint Vincent and the Grenadines – perhaps best known for its royal connections.
Les Jolies Eaux, a lavish five-bedroom villa gifted to the late Queen Elizabeth’s sister in 1959, located on the southern-most tip of Mustique, offers its guests absolute privacy – and was described by Princess Margaret as the only place she could truly relax.
Nowadays, a week’s stay will set guests back a whopping £37,000.
Away from the prying eyes of the paparazzi, such names as Kate Moss and the Middletons regularly retreat to the private island, with the latter staying at Les Jolies Eaux itself.
The private island of crescent beaches, aquamarine shallows and tropical forest dotted with some of the most sumptuous mansions in the world has been a favourite sanctuary of the Middleton family.
JORDAN
One hump or two? The ancient city of Petra in Jordan’s south – both the Prince and Princess of Wales and the Duke and Duchess of Sussex are fans of the Middle Eastern kingdom
Kate and William love this culture-rich Middle Eastern getaway; the Princess of Wales lived here as a child in the mid 1980s and the royals have since brought their own brood to holiday here.
As of this month, it also holds a special place for the Duke and Duchess of Sussex, who visited the country’s capital, Amman, and the north on a quasi-royal visit last week.
Regal connections aside, Jordan is arguably the coolest country in the Middle East because of its wind-blown movie set landscapes.
You can spend a day or two touring Petra, the great Ancient City that has seen Hollywood directors incorporating its UNESCO Heritage status landscapes – including Indiana Jones And The Last Crusade and The Mummy Returns.
Even better, that increasingly common sight in the Middle East, the Premier League footballer and his family clan, are nowhere to be seen.
…and you’ll find the really posh people holidaying even closer to home – in the UK
It seems for those who really have what would be defined as ‘old money’ prefer to vacation even closer to home – in Norfolk and the Lake District of all places.
Wealthy Brits owning second homes in the country often opt for these much-adored parts of the UK, known for their magnificent scenery and tourist-free atmosphere.
But is that all about to change?
Come 2026, hordes of tourists armed with selfie sticks and iPhones are heading for Cumbria to make the most of the lakes.
As the more central parts of the Lake District are heaving with visitors, the outer areas are reportedly in danger of becoming England’s next overtourism hotspots, following in the wake of Cornwall and the Cotswolds.
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