Japan Dethrones Italy as the World’s Top Luxury Travel Destination for 2027
NEW YORK, October 28, 2026 — Japan has claimed the coveted number-one spot in Virtuoso’s 2027 Luxe Report, overtaking Italy as the most requested luxury travel destination for the first time in the report’s history.
Released today, the findings draw on insights from more than 3,100 travel advisors across over 50 countries and point to a significant eastward shift in where affluent travelers want to spend their money.
Japan’s rise spans several categories:
- Tokyo and Kyoto claimed the top two city spots, with Paris falling to fourth place.
- Japan ranked second for family travel and third for solo trips.
- China debuted as the number-one destination on the rise, while Vietnam and South Korea entered the top 10.
- Thailand climbed into the top five international destinations, further highlighting Asia’s growing appeal in the luxury travel market.
The outlook for 2027 is decidedly bullish. A majority of advisors—53%—expect leisure travel demand to rise, while 59% predict travelers will spend more per trip.
Multigenerational travel emerged as the leading trend. Virtuoso calls these family adventures “Gen-XYZ-peditions,” reflecting a surge in trips that bring multiple generations together.
The full UK and Ireland edition of the Virtuoso Luxe Report 2027 was published today by Travel Daily News.
Source: Travel Daily News – Virtuoso Luxe Report 2027: Japan Leads as Luxury Travel Trends Evolve