2026 Travel Trends
The newly released 2026 Virtuoso Luxe Report distils the 2026 travel trends into three defining ideas: moving away from the crowds, slowing down, and embracing journeys that restore both body and mind.
Virtuoso – the world’s leading global network in luxury and experiential travel, with more than 20,000 advisors across the globe – identifies the travel trends that shape the year ahead, as it does annually. Drawing on the collective expertise of its agencies and consultants, the 2026 report reveals a clear shift in how luxury is defined. No longer an end in itself, luxury is now understood as access to rare experiences, time to savour each moment, and journeys that feel meaningful, personal, and restorative.
While luxury travellers remain willing to spend more, they are increasingly conscious of rising costs and seek value that genuinely enhances their experiences. This evolving mindset has given rise to a set of distinct trends. Based on professional insights from Virtuoso members, here are the key travel trends shaping 2026.
Away from the Crowds
For today’s affluent travellers, the ability to holiday far from tourist crowds has become the new definition of luxury. As awareness of overtourism grows, sustainable travel choices are gaining prominence. Interest is rising in destinations such as Greenland’s serene fjords, Iceland’s dramatic volcanic landscapes, and the vast ice fields of Antarctica. Meanwhile, traditionally popular destinations like Italy and France are increasingly visited during shoulder seasons rather than peak periods, as travellers seek a calmer, less congested experience.
Bhutan stands as a powerful example of this approach, with its high-value, low-volume tourism model designed to protect its cultural and environmental integrity. Virtuoso’s findings support this shift: 45 per cent of advisors report that clients have altered their travel plans due to climate change, 76 per cent note increased demand for off-peak or low-season travel, and 75 per cent observe growing interest in destinations with temperate climates.
Screen Appeal
In an age of limitless inspiration, travel ideas now emerge from many sources—social media platforms like TikTok and Instagram, as well as word of mouth. Yet film and television remain among the most powerful drivers of wanderlust. Series such as The White Lotus have sparked tourism booms by turning dramatic filming locations into must-see destinations. Similarly, the global rise of K-dramas and films like KPop Demon Hunters is drawing fans to South Korea.
In the United Kingdom, Cornwall’s rugged coastline and fishing villages—featured in productions such as House of the Dragon and Poldark—invite visitors to step directly into the landscapes they have watched unfold on screen, blurring the line between fiction and travel experience.
From FOMO to Slow Motion
The fear of missing out continues to push travellers towards once-in-a-lifetime experiences, from witnessing Africa’s Great Migration to exploring the fragile ecosystems of the Galápagos Islands. This sense of urgency is particularly strong among Baby Boomers and Generation X, many of whom feel compelled to visit destinations threatened by climate change and environmental degradation.
Yet within these journeys driven by urgency, travellers are also embracing the opportunity to slow down. Cruise guests increasingly request longer stays in ports to explore local markets and neighbourhoods at an unhurried pace. Safari travellers seek immersive experiences that allow them to spend entire days observing wildlife and reconnecting with nature. In South America, extended stays in Argentina, Chile, and Peru allow travellers to combine adventure with gastronomy, wine, and cultural heritage. While FOMO may prompt them to book the trip, “slow motion” defines the experience itself.
Unlimited Luxury
For the first time, the Virtuoso Luxe Report has closely examined ultra-luxury travel—and the findings reveal a 45 per cent rise in demand. What defines ultra-luxury today is not excess, but the seamless inclusion of every detail. The once-standard idea of “all-inclusive” has evolved into an elevated concept that encompasses everything from private transfers and Michelin-starred dining to resorts where chefs, wellness specialists, and guides are entirely dedicated to the guest.
Privacy has become paramount. Travellers increasingly seek out secluded islands and remote retreats, where discretion, exclusivity, and escape are the ultimate indulgences.
Healthy and Affluent Living
In the post-pandemic era, journeys centred on health and wellbeing have gained significant momentum, as people look to restore balance and resilience. Demand spans the globe, from Ayurvedic programmes in India and yoga-and-surf retreats in Costa Rica to immersive wellness camps in the Canadian Rockies, where silence itself is part of the healing process.
Family participation in these experiences is also on the rise. Mental health and longevity are now viewed as equally important as physical fitness, and many travellers consider such journeys an investment in a healthier, more sustainable future.
Destinations to Watch in 2026
So which destinations are set to shine in 2026? Iceland, Antarctica, and Norway lead the list of rising stars. Morocco maintains its strong position among the top five, while Egypt climbs three places, gaining popularity through experiences such as Nile cruises, visits to the Pyramids, and the newly opened Grand Egyptian Museum.
Vietnam also moves up three places to sixth, offering excellent value for money and emerging as a compelling alternative to other Asian destinations. Japan continues to excel across multiple categories: it ranks third in family travel, just behind Italy; third in solo travel; and appears in the top ten for honeymoons and cruises. Kyoto joins Tokyo as one of the best cities for first-time visitors in 2026.
Canada is gaining momentum across the board, placing in the top ten for family and adventure travel and in the top five for solo travellers. Alongside Europe’s well-known icons, new destinations are stepping into the spotlight. Latvia’s capital Riga, with its striking Art Nouveau architecture; the sun-drenched Albanian Riviera; the warm Adriatic coastline; and Malta’s historic towns all offer appealing, less crowded, and more affordable alternatives to traditionally popular destinations such as Italy and Croatia.
