NEW YORK — Japan has taken the top spot in Virtuoso’s global luxury travel rankings for the first time, while China has debuted as the leading destination on the rise, signalling growing interest in Asia among affluent travellers.

The findings are part of the 2027 Virtuoso Luxe Report, which draws on insights from more than 3,100 travel advisors at Virtuoso-affiliated agencies across North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East.

The report also points to a confident outlook for 2027. More than half of surveyed advisors (53%) expect leisure travel demand to rise slightly in the coming year, while 22% anticipate a significant increase. On spending, 59% predict at least a modest increase per trip and 13% forecast a significant jump.

JAPAN LEADS AS ASIA GAINS GROUND

Japan’s rise to No. 1 among global destinations marks a change from Italy, which held the top spot in previous reports. Japan also ranked second for family travel, third for solo trips and sixth for honeymoons. Tokyo and Kyoto took the top two positions among cities, with Paris moving to fourth.

China debuted at No. 1 among destinations on the rise, with Vietnam and South Korea also making the top 10. Elsewhere, Greece replaced Italy as the leading honeymoon destination, followed by Bali and the Maldives.

South Africa also gained ground, ranking seventh globally and No. 2 for adventure travel. It entered the top 10 for family travel and honeymoons for the first time. Budapest joined the top 10 cities, while Athens climbed to sixth.

FIVE TRENDS SHAPING LUXURY TRAVEL

The report identifies five trends influencing how luxury travellers will explore in 2027, beginning with access. Expanded air service, visa-free policies and investment in luxury hotels and services are helping make destinations easier to reach and recommend, including China and South Korea.

“Fancy-flation” is another emerging trend, with travellers increasingly considering exchange rates and where their budgets can deliver the most value. Advisors report clients are looking at destinations such as Vietnam, Egypt and Turkey as alternatives to more expensive neighbouring markets, while maintaining expectations for high-end hotels, private guides and sought-after dining.

Longer, multicity itineraries are also evolving. Rather than simply adding more stops, travellers are seeking a balance of contrasting experiences, such as combining a safari with a beach stay or a city visit with time in the countryside.

FAMILY EXPEDITIONS & SOLO TRAVEL

Multigenerational travel ranked as the top travel trend for the report’s third consecutive year of climbing, while expedition cruising reached No. 3. Virtuoso describes the convergence as “Gen-XYZ-peditions,” referring to far-flung adventures shared by several generations. The report also notes rising interest in ultraluxe travel, with 47% of advisors saying it is on the rise.

Solo travel is changing as well, with health and wellness overtaking adventure travel as the leading solo experience category. Women-only solo travel debuted at No. 4, cited by 30% of advisors. Spain, Iceland and Croatia are among the destinations gaining momentum with solo travellers.

Celebrating a milestone remained the top motivation for travel for the third consecutive year, followed by the excitement of exploring a new destination and spending time with loved ones.

The full 2027 Virtuoso Luxe Report, including rankings across travel categories, is available here.

Lead image caption: Himeji, Japan