TORONTO — Nearly half of Virtuoso’s Canadian advisors surveyed foresee at least a slight rise in travel demand next year, with 13% anticipating a significant increase.
Thatʻs the word from the 2026 Virtuoso Luxe Report, just released.
Spend per trip is expected to remain high, with 60% predicting at least a modest increase (five points above this year’s global percentage) and 18% expecting spend to stay the same.
Findings show travellers “are no longer satisfied with luxury for its own sake. Instead, they are pursuing exotic encounters, slowing down to savour each moment and curating journeys that are meaningful, restorative and deeply personal,” says Virtuoso. “Luxury travellers are willing to spend more but are mindful of rising costs, seeking value that enhances their experiences. This makes their relationship with a trusted travel advisor even more essential.”
The Luxe Report identified five key trends for outbound travel from Canada …
Crowd Control
Comfortable climates and the freedom to enjoy the destination unencumbered by crowds are the new luxury. This growing desire to sidestep overtourism has become the top aspect of sustainable travel, with increasing interest in Greenland’s serene fjords, Iceland’s volcanic scenery and Antarctica’s vast ice fields, as well as shoulder-season visits to classics like Italy and France. Bhutan also embodies this trend with its high-value, low-volume approach, where daily fees limit visitors and preserve authenticity.
Main Character Synergy
While social media feeds get travellers curious about new destinations and experiences, Virtuoso notes that film and TV, from The White Lotus to KPop Demon Hunters, are among the strongest catalysts for adventure.
FOMO to Slow-mo
The fear of missing out is propelling globetrotters to extraordinary adventures, such as tracking Kenya’s Great Migration and exploring the Galápagos’ remarkable ecosystems. Boomers and Gen X, in particular, feel this urgency. Yet once they arrive, the pace shifts, says Virtuoso: “River cruisers are requesting longer port stays to wander markets and neighbourhoods at leisure. Safari-goers are choosing smaller camps where they can spend unhurried days watching wildlife. In South America, travellers linger in Argentina, Chile and Peru to pair adventure with food, wine and heritage. FOMO gets them on the plane, but ʻslow-moʻ defines the experience.
Unlimited Luxe
For the first time, the Luxe Report asked advisors about ultraluxe travel, revealing that 38% have seen an increase in recent requests. What’s notable is that ultraluxe is now defined by having every detail seamlessly included. The concept of all-inclusive has been elevated to cover everything from private transfers and Michelin-level dining to resort buyouts. Celebration travel rounds out the top three ultraluxe experiences, with milestone birthdays, anniversaries and family gatherings driving interest in private yachts and secluded estates.
The Healthy Wealthy
Requests for wellness-focused journeys span the globe, including Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica and retreats in the Canadian Rockies.
In 2026, top-selling destinations for affluent Canadian travellers include Iceland, Antarctica, Costa Rica, Morocco, Vietnam and Japan.
Closer to home, Canada makes its mark with strong domestic appeal, ranking in the top five for family and adventure travel, and securing the number one spot for solo trips.
In Europe, trending destinations include Latvia, Albania’s sun-soaked Riviera, Montenegro and Malta.
Top global destinations from Canada
1. Italy
2. Portugal
3. Greece
4. Japan
5. Croatia
Destinations on the rise
1. Iceland
2. Costa Rica
3. Antarctica
4. Morocco
5. Vietnam
Top aspects of sustainable tourism
1. Avoiding over-touristed destinations
2. Wildlife conservation / interaction
3. Farm-to-table dining
4. Booking with companies that employ locals
5. Giving back to / supporting local communities
Top travel trends
1. Family travel (immediate family)
2. Multi-gen family travel
3. Ocean cruising
4. Active / adventure trips
5. Beach resort stays
Top Travel Motivation
1. Celebrating a milestone
2. Escaping foul weather
3. Excitement of exploring a new destination
4. Spending time with loved ones
5. Rest & relaxation
Top Ultraluxe Travel Experiences
1. All-inclusive experiences
2. Privacy
3. Celebration travel
4. Hyper-personalized experiences
5. Active / adventure trips
More than 2,400 travel advisors from Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East took the Luxe Report survey.
The complete 2026 Virtuoso Luxe Report: Canada can be found here.
