The Most Popular Luxury Travel Destinations Right Now
The most popular luxury travel destinations right now are Italy, Japan, Greece and the Maldives, along with private African safaris and French Polynesia (Bora Bora). Summer 2026 added the FIFA World Cup host cities, such as Miami, Los Angeles and New York; the final was played on 19 July 2026. The best choice depends on the season and the experience you want, which a private advisor tailors to you.
- Perennial favorites: Italy, Japan, Greece, the Maldives, and private African safaris.
- Island luxury: French Polynesia (Bora Bora), the Caribbean and the Maldives.
- Summer 2026 put the World Cup host cities — Miami, Los Angeles, New York — in high demand; the final was on 19 July.
- The right destination depends on season; your advisor times it to the prime window.
- Popularity means scarcity — the best villas and camps book out early.
- Forest Travel arranges private journeys across 120+ countries.
The perennial icons
A handful of destinations stay at the top of every luxury traveler’s list: Italy (the Amalfi Coast, Tuscany, the lakes), Japan, Greece and its islands, the Maldives, and a private African safari. Each rewards a privately guided approach.
Island & beach luxury
For pure escape, Bora Bora and French Polynesia, the Caribbean and the Maldives lead the way — overwater villas, private sailing and beach dinners. Explore Beach & Private Islands.
Summer 2026: the World Cup cities
The FIFA World Cup, played from 11 June to 19 July 2026, made North American host cities the focal point of the summer — luxury demand for Miami, Los Angeles and New York was exceptional during the tournament. With the World Cup over, these cities return to their usual seasons.
What is rising, by the numbers
Zicasso's 2026 Luxury Travel Trends Report, built on more than 100,000 trip requests for 2026 departures, shows where demand is moving. In Europe the fastest risers are Poland (+229%), Wales (+226%), Sweden (+143%), Czechia (+94%) and Norway (+82%). Japan climbed from ninth to sixth place worldwide. Greece slipped 4.8 points within Europe and Thailand 6.7 points within Asia, and in Africa South Africa's share of safari demand fell from 36.3% to 26.6%, with Tanzania at 21.9% and Zimbabwe at 16.3%.
What advisors expect for 2027
The 2027 Virtuoso Luxe Report, drawn from more than 3,100 advisors and released on 30 September 2026, ranks Japan first for the first time, ahead of Italy, France, Greece and Spain, with China, Antarctica and Iceland leading the destinations on the rise. The full picture is in Luxury Travel Trends 2027.
The 2026 rankings, from the Virtuoso Luxe Report
The 2026 Virtuoso Luxe Report, a survey of more than 2,400 advisors from Virtuoso agencies in more than 50 countries, ranked where the most affluent travelers were booking this year.
The ten most popular destinations: Italy, Japan, Greece, France, Croatia, Portugal, Spain, South Africa, Australia and Canada. Europe holds six of the ten places, and Italy and Japan sit at the top.
The ten destinations on the rise: Iceland, Antarctica, Norway, Morocco, Egypt, Vietnam, Kenya, Costa Rica, Thailand and New Zealand — a list led by cold-water and high-latitude journeys.
The ten most popular cities: Paris, Tokyo, Barcelona, Kyoto, Rome, London, Lisbon, Florence, Athens and Amsterdam. Two Japanese and two Italian cities make the list.
Read against the 2027 edition, the order shifts but the names hold: Japan moves to first place ahead of Italy, and Antarctica and Iceland stay among the destinations on the rise. Our guides to Italy, Japan, Iceland and Antarctica go deeper.
Right destination, right season
Popularity is only half the answer — timing is the other. A dedicated advisor matches destination to season and to what you want to feel, and secures the best of it before it’s gone. Tell us where you’re dreaming of and we’ll design it privately. Browse all destinations in The World, Privately.
Questions, answered.
Italy, Japan, Greece and the Maldives, plus private African safaris and French Polynesia. Miami, Los Angeles and New York saw exceptional demand as 2026 World Cup host cities during the tournament, which ended on 19 July.
According to Zicasso's 2026 Luxury Travel Trends Report, built on more than 100,000 trip requests for 2026 departures, the fastest risers in Europe are Poland (+229%), Wales (+226%), Sweden (+143%), Czechia (+94%) and Norway (+82%), and Japan climbed from ninth to sixth place worldwide. In Africa, South Africa's share of safari demand fell from 36.3% to 26.6% as Tanzania reached 21.9% and Zimbabwe 16.3%.
It depends on the experience you want. For the rest of 2026, perennial favorites like Italy, Japan and the Maldives lead; the World Cup cities (Miami, LA, New York) had their peak during the tournament in June and July.
Book safaris and peak-season islands earliest — the best villas and camps are scarce and sell out first.
A private advisor matches destination to season and to the experience you want. Start at /inquire/.
For trips being planned now, Japan leads: the 2027 Virtuoso Luxe Report ranks it ahead of Italy as the most requested destination for the first time, followed by France, Greece and Spain, with Tokyo and Kyoto the top two cities. China debuts as the top destination on the rise, ahead of Antarctica, Iceland, Egypt and Norway. Among 2026 departures, Zicasso's 2026 report shows Japan climbing from ninth to sixth place worldwide, with Poland, Wales and Sweden rising fastest in Europe.
A luxury island escape in Bora Bora and French Polynesia, the Caribbean or the Maldives centers on overwater villas, private sailing and beach dinners. These are the places that lead the way for pure escape among today's most popular luxury destinations, and the Maldives also sits among the perennial icons alongside Italy, Japan, Greece and a private African safari.
For luxury travelers, Italy's most sought-after regions are the Amalfi Coast, Tuscany and the lakes. Italy stays near the top of every luxury traveler's list as a perennial icon, alongside Japan, Greece and its islands, the Maldives and a private African safari, and it rewards a privately guided approach.
Greece remains a perennial luxury icon, with its islands near the top of every luxury traveler's list, but its share is softening. Zicasso's 2026 Luxury Travel Trends Report shows Greece slipping 4.8 points within Europe for 2026 departures, while Thailand slipped 6.7 points within Asia. Meanwhile Poland, Wales, Sweden, Czechia and Norway were the fastest risers in Europe.
Miami, Los Angeles and New York saw exceptional luxury demand as FIFA World Cup host cities while the tournament was played, from 11 June to 19 July 2026. With the World Cup over, these North American cities return to their usual seasons, so timing a visit now follows their normal rhythm rather than the tournament calendar.
Italy, Japan, Greece, France, Croatia, Portugal, Spain, South Africa, Australia and Canada, according to the 2026 Virtuoso Luxe Report, a survey of more than 2,400 advisors in more than 50 countries. Europe holds six of the ten places. In the 2027 edition Japan moves to first place, ahead of Italy.
Iceland, Antarctica, Norway, Morocco, Egypt, Vietnam, Kenya, Costa Rica, Thailand and New Zealand, in that order, according to the 2026 Virtuoso Luxe Report. Cold-water and high-latitude journeys lead the list, so the polar and Nordic seasons are the ones to book earliest.
Paris, Tokyo, Barcelona, Kyoto, Rome, London, Lisbon, Florence, Athens and Amsterdam, according to the 2026 Virtuoso Luxe Report. Paris leads, Tokyo is second, and Japan and Italy each place two cities in the top ten.
Mostly in Italy, Japan, Greece and France, according to the 2026 Virtuoso Luxe Report, which surveyed more than 2,400 advisors on where the most affluent travelers were booking; Croatia, Portugal, Spain, South Africa, Australia and Canada complete its top ten. For pure escape they choose overwater villas in the Maldives and French Polynesia, the Caribbean and private African safaris. In the 2027 edition, Japan moves to first place.
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