Most Popular Destinations 2026: Virtuoso Report

The 2026 Virtuoso Luxe Report is an annual survey of Virtuoso’s global travel agency members and their advisors, recognized as luxury travel’s most influential leaders. Over 2,400 travel advisors from Virtuoso-affiliated agencies across more than 50 countries, including over 300 advisors from Australia and New Zealand, contributed their extensive knowledge and professional experience to identify travel patterns for the year ahead. The report analyzes the motivations and preferences of the world’s most affluent travelers, highlighting a significant rise in demand for “ultraluxe” and exclusive experiences.

The 10 Most Popular Global Destinations for 2026

Italy: Retaining its undisputed position as the global leader for luxury travel, favored for its world-class gastronomy and timeless cultural heritage.
Japan: Seeing a historic rise in popularity as travelers prioritize unique cultural authenticity and high-end “passion point” experiences.
Greece: A premier choice for the elite, driven by a growing demand for private yachting and exclusive island-hopping in the Cyclades.
France: Maintaining its prestige through its unparalleled “art de vivre” and an inventory of legendary palace-grade hotels.
Croatia: Emerging as a top Mediterranean alternative, highly valued by luxury travelers for its pristine coastline and private villas.
Portugal: Gaining traction as a sophisticated and secure European destination, noted for its high-value luxury wine tourism.
Spain: Favored for its vibrant upscale urban lifestyle and the rapid expansion of luxury resort developments in Andalusia.
South Africa: Dominating the luxury safari market with its world-renowned private game reserves and high-end lodge experiences.
Australia: Attracting affluent travelers seeking vast natural beauty combined with exclusive, remote luxury retreats.
Canada: Noted for its rising appeal in the “active adventure” sector, offering world-class wilderness exploration for high-end families.

Editor’s Note

Italy’s unwavering dominance at the top of the 2026 rankings, across both global and family travel categories, reaffirms that timeless European elegance remains the ultimate “gold standard” for the luxury market. The country’s ability to pair world-class gastronomy with a sophisticated service infrastructure capable of hosting multi-generational families keeps it unrivaled in the eyes of affluent travelers. However, the true headline of this year’s report is Japan’s historic ascent. Closely trailing Italy, Japan has evolved from a niche interest into a global cultural phenomenon, where the fusion of ancient authenticity and hyper-modern luxury has made it a “must-experience” destination for 2026.

The remainder of the list signals a significant geographic expansion of what defines luxury. The dominance of South Africa in the safari sector and Australia’s rise in “isolated luxury” demonstrate that the 2026 traveler is prioritizing “once-in-a-lifetime” experiences that push physical and experiential boundaries. The coexistence of traditional European hubs like Italy and Greece alongside extreme adventure destinations like South Africa illustrates a clear shift: modern luxury now demands a perfect equilibrium between “heritage prestige” and “adventure-driven privacy.”