10/06/2026
Where is everyone going in 2027? βοΈ
The new Virtuoso Luxe Report is out, and as a Virtuoso-affiliated advisor I look forward to this one every year. More than 3,100 travel advisors in over 50 countries weighed in. Here's what stood out to me:
π―π΅ Japan is the #1 destination in the world for the first time, overtaking Italy. Tokyo and Kyoto are also the top two cities.
π¨π³ China debuts as the #1 destination on the rise, followed by Antarctica, Iceland, Egypt and Norway.
π¨βπ©βπ§βπ¦ Multigenerational family travel is the #1 trend. Grandparents, parents and kids, all making memories together.
π’ Expedition cruising is the #3 trend, and more families are taking those far-flung adventures together.
π Greece is the new top honeymoon destination, with Bali and the Maldives right behind.
π¦ South Africa is the quiet standout: #2 for adventure and new to the top 10 for both families and honeymoons.
πΈ Travelers are shopping the exchange rate. Vietnam, Egypt and Turkey deliver the suite, the private guide and the hard-to-get table for less.
π§ Health and wellness is now the top solo travel experience.
And the #1 reason people travel, for the third year in a row? Celebrating a milestone. π₯
If any of these are on your list, now is the time to start planning. Send me a message and let's talk about where you want to go.
Key Points AI-assisted summaryVirtuoso report: Japan tops global destinations, China leads destinations on the rise, signaling luxury travel momentum shifting toward Asia.Advisors enter 2027 confident