Important 2026 Update: Japan has overtaken Italy as the most-requested global luxury travel destination in Virtuoso’s 2027 Luxe Report, while China leads its list of destinations on the rise. The findings point to a luxury travel market increasingly shaped by cultural discovery, personalised experiences and journeys worth planning well in advance.
Luxury Travel Destinations 2027 are being shaped by a shift in what affluent travellers expect from their time away. Exceptional hotels and first-class transport still matter, but privacy, cultural access, wellness and experiences that cannot easily be replicated are becoming equally important.
The latest Virtuoso Luxe Report, released in 2026 and based on insights from more than 3,100 travel advisors across over 50 countries, places Japan first among global destinations for 2027, ahead of Italy, France, Greece and Spain. China leads the destinations gaining attention, while Antarctica and Iceland remain compelling choices for travellers seeking remote landscapes and adventure.
These findings offer a useful starting point, not a guarantee of future demand or a universal ranking of the best places to visit. The right destination depends on travel style, season, accessibility and the experience a visitor wants to prioritise.
For travellers planning ultra-luxury holidays, the strongest choices combine outstanding hospitality with a genuine sense of place. Here are 10 destinations worth considering for 2027.
What Defines Luxury Travel in 2027?
Luxury travel is becoming more individual. Some travellers want private villas and discreet service; others prefer guided cultural experiences, remote wilderness or time with several generations of family.
Virtuoso’s 2027 findings highlight multigenerational travel, celebrations and expedition cruising among the important themes. Its advisors also expect continued demand for high-end experiences, although individual spending decisions will depend on value, safety and personal priorities.
The wider implication is that luxury is no longer defined by accommodation alone. A carefully planned journey may combine a small design hotel, a knowledgeable local guide, private transport and time for experiences that larger group tours cannot provide.
10 Luxury Travel Destinations to Consider in 2027
These destinations are selected for their combination of cultural significance, distinctive experiences and established or emerging luxury travel options. They are not presented as an official ranking.
1. Japan: Refined Hospitality and Cultural Discovery
Japan leads the global destination rankings in Virtuoso’s 2027 report for the first time. Tokyo and Kyoto also feature prominently in the report’s city rankings, reflecting the appeal of combining contemporary sophistication with historic traditions.
Affluent visitors can explore Kyoto’s temples and gardens with specialist guides, arrange private culinary experiences, discover regional craft traditions or stay in a traditional ryokan with attentive hospitality. Tokyo offers exceptional dining, design, shopping and contemporary culture.
Best for: Culturally curious travellers, couples, food enthusiasts and multigenerational families.
Luxury stay: Consider a high-end city hotel in Tokyo or Kyoto, or a traditional ryokan in a quieter region. Spring blossoms and autumn foliage can bring heavy demand, so preferred dates and properties should be checked early.
2. Italy: Private Villas, Art and Gastronomy
Italy remains one of the strongest choices for travellers who want heritage and indulgence in the same itinerary. Its appeal spans Renaissance art, historic cities, countryside estates, coastal scenery and regional food traditions.
A well-planned journey could combine private art-focused tours in Florence, a countryside villa in Tuscany and several days along the Amalfi Coast. Alternatively, Lake Como offers a different atmosphere, centred on lakeside properties, gardens and boat excursions.
Italy’s advantage is variety: travellers can build a trip around art, architecture, food, fashion or relaxation without changing countries.
Best for: Couples, families, art collectors and travellers who prefer a mix of culture and leisure.
Luxury stay: Look for established luxury hotels, restored historic residences or professionally managed private villas. Check seasonal opening dates and local transport arrangements before booking.
3. Greece: Island Privacy and Romantic Escapes
Greece combines archaeological heritage, Mediterranean cuisine and island landscapes with a wide range of high-end accommodation. It is particularly relevant for couples: Virtuoso’s 2027 findings place Greece ahead of Italy as the leading honeymoon destination.
Santorini is known for caldera views, while Mykonos offers beach clubs and an active social scene. Travellers seeking a quieter holiday may prefer less crowded islands, depending on ferry connections, available services and the time of year.
A private boat excursion, a guided archaeological visit or a stay in a secluded villa can make the experience more personal without relying entirely on resort amenities.
Best for: Honeymooners, couples and families seeking a Mediterranean island holiday.
Luxury stay: Compare private villas with full-service resorts, and confirm whether restaurants, transfers and other services operate during your chosen travel dates.
4. France: Art, Fashion and the French Countryside
France appeals to travellers who value culture, gastronomy and sophisticated hospitality. Paris offers museums, architecture, fashion and fine dining, while Provence and Bordeaux provide different ways to experience countryside, local food and wine.
A luxury itinerary might pair private museum visits and design-focused shopping in Paris with several days in a countryside estate. In Bordeaux, visitors can explore the region’s wine heritage through established château experiences, subject to availability and individual property policies.
France also works well as part of a longer European journey, particularly for travellers who want to combine major cultural centres with slower-paced regional stays.
Best for: Art lovers, fashion enthusiasts, food travellers and couples.
Luxury stay: Consider a palace hotel in Paris or a high-end countryside property. Private tours and winery visits should be arranged directly with reputable operators.
5. South Africa: Safari and Coastal Retreats
South Africa offers a compelling combination of wildlife, dramatic scenery, food and coastal relaxation. Travellers can pair a safari in a private reserve with time in Cape Town, the Cape Winelands or along the coast.
Safari lodges may provide guided game drives, small-group experiences and opportunities to learn about conservation. The exact wildlife viewing experience depends on location, season and natural conditions; no lodge can guarantee particular sightings.
For travellers who want variety, the country can offer a single itinerary spanning wilderness, urban culture and gastronomy.
Best for: Adventure-minded couples, families and travellers interested in wildlife and conservation.
Luxury stay: Compare established safari lodges and boutique city or vineyard properties. Review transfer times, health guidance, reserve conservation practices and the operator’s safety procedures.
6. China: A Destination on the Rise
China is the most notable emerging destination in Virtuoso’s 2027 report, creating an opportunity for travellers interested in history, architecture, cuisine and contemporary urban culture.
Beijing offers access to major historical sites, while Shanghai provides a striking mix of modern architecture, shopping and food culture. Chengdu adds another dimension through Sichuan cuisine and its panda conservation institutions. A broader itinerary can introduce visitors to different regional traditions, although long distances require careful planning.
The quality of a visit depends on more than hotel choice. Language support, local transport, entry requirements, payment arrangements and access to particular sites should be confirmed before departure.
Best for: Experienced international travellers, history enthusiasts and visitors seeking a culturally immersive trip.
Luxury stay: Consider international luxury hotels or established high-end local properties in major cities, supported by a knowledgeable guide and a clearly organised itinerary.
7. Iceland: Remote Landscapes and Nature-Led Luxury
Iceland appeals to travellers who want dramatic scenery without sacrificing comfort. Waterfalls, volcanic landscapes, glaciers, geothermal bathing and the possibility of seeing the northern lights provide a distinctive alternative to conventional beach holidays.
A private driver-guide can help visitors explore the landscape at a manageable pace, while selected countryside hotels offer a comfortable base between excursions. The northern lights are a natural phenomenon and cannot be guaranteed; visibility depends on darkness, cloud cover and solar activity.
Weather and road conditions can change quickly, making flexibility an important part of the itinerary.
Best for: Couples, photographers, nature enthusiasts and travellers seeking luxury adventure travel.
Luxury stay: Choose established countryside hotels or boutique properties with suitable access to planned excursions. Confirm seasonal road conditions and cancellation arrangements.
8. Egypt: Ancient Heritage and Nile Journeys
Egypt offers a rare combination of ancient monuments, living cultural traditions and river travel. Cairo and Giza provide access to major archaeological landmarks, while Luxor and Aswan are natural starting points for exploring the Nile Valley.
A thoughtfully organised trip can combine expert-led visits to historic sites with time aboard a high-end Nile cruise. Travellers should check the vessel’s current itinerary, operating status and service standards rather than assume every advertised experience is available on every departure.
Egypt is particularly suited to visitors who want historical depth alongside comfort and structured logistics.
Best for: History enthusiasts, couples and travellers seeking a guided cultural journey.
Luxury stay: Compare established luxury hotels with reputable Nile cruise operators. Confirm current travel advisories, site access and transfer arrangements before booking.
9. Antarctica: Expedition Travel Beyond the Ordinary
Antarctica offers a very different definition of luxury: remote landscapes, expert-led exploration and a limited number of opportunities to experience one of the planet’s most isolated regions.
Most visitors travel on specialist expedition vessels, with some itineraries offering small-group shore landings, wildlife observation and educational sessions led by expedition teams. The experience depends heavily on weather, sea conditions and environmental restrictions.
This is not a conventional resort holiday. Travellers must be comfortable with itinerary changes and understand that access to specific landing sites or wildlife encounters cannot be guaranteed.
Best for: Experienced travellers, nature enthusiasts and those seeking a once-in-a-lifetime expedition.
Luxury stay: Look for reputable expedition operators with clear environmental policies, experienced expedition staff and transparent information about vessel facilities and landing procedures.
10. New Zealand: Private Lodges and Outdoor Adventure
New Zealand combines dramatic coastlines, mountains, lakes and a strong outdoor culture. It is well suited to travellers who want adventure without giving up comfort, particularly when a journey is built around a small number of carefully chosen regions.
Experiences may include guided hikes, scenic flights where available, private nature excursions and stays at remote lodges. Māori cultural experiences can add important context when arranged respectfully through knowledgeable local providers.
Because the country is geographically extensive, attempting to cover too much in a short visit can undermine the experience. A more rewarding itinerary may focus on a few regions rather than rushing between them.
Best for: Active couples, families and travellers interested in landscapes, wildlife and outdoor experiences.
Luxury stay: Compare remote lodges, boutique hotels and high-end properties near the activities you want to pursue. Allow time for transfers and weather-related changes.
Emerging Luxury Travel Trends to Watch
Three developments stand out for 2027.
Personalised and multigenerational travel: Families are increasingly looking for itineraries that work across different ages and interests. Private villas, flexible schedules and guided experiences can help, but the right arrangements depend on each family’s needs.
Wellness and slower travel: Rest, health and relaxation remain important motivations for affluent travellers. This may mean a wellness retreat, longer stays in one region or a holiday built around sleep, nature and restorative activities rather than a packed sightseeing schedule.
Expedition and conservation-led experiences: Antarctica, Iceland and safari destinations illustrate the appeal of nature-focused travel. Responsible operators should explain how they manage environmental impact, wildlife encounters and local community relationships.
These developments complement the broader shift towards the new luxury of distance, where the value of a trip may lie in space, privacy and a more considered pace rather than a famous address alone.
How to Choose the Right Luxury Destination for 2027
Start with the experience you want, not the destination ranking. For culture and cuisine, Japan, Italy and France offer extensive options. Greece suits island-focused relaxation, while South Africa and New Zealand appeal to travellers seeking a combination of scenery and adventure. Antarctica requires a greater tolerance for uncertainty and specialist planning.
Seasonality is crucial. Peak periods can affect room availability, transport and access to popular experiences. Remote destinations may require connecting flights, specialist transfers or fixed expedition departures.
Privacy also deserves practical consideration. Ask accommodation providers about room layouts, exclusive-use options, security arrangements and how guest information is handled. For sustainability, look beyond broad marketing claims and examine an operator’s specific conservation practices, local partnerships and environmental policies.
For readers interested in how discretion fits into affluent lifestyles, privacy and security for ultra-high-net-worth families offer a useful wider context. These considerations matter when planning travel, particularly for families who need carefully coordinated logistics.
Unique Insight: Luxury Is Becoming More Personal
The most important shift in Luxury Travel Destinations 2027 is not simply that one country has overtaken another in a ranking. It is that the same destination can deliver entirely different value to different travellers.
One family may prioritise connecting suites, flexible dining and activities for several generations. A couple may value a private guide and time away from crowds. An experienced explorer may prefer a demanding expedition, provided the operator delivers strong safety standards and credible environmental practices.
This is also why the quality of planning matters. Personalisation is not just about adding expensive extras; it means matching the pace, access, accommodation and activities to the traveller. The broader idea resembles the hotel becoming a private world, where hospitality increasingly centres on tailored experiences rather than a room alone.
Conclusion
The strongest Luxury Travel Destinations 2027 offer more than prestige. Japan leads the latest global luxury destination rankings, Italy and France remain enduring cultural choices, Greece appeals to couples, and South Africa, Iceland, Egypt, Antarctica and New Zealand provide distinctive ways to experience nature, heritage and adventure. China is also worth watching as an emerging destination.
The best choice will depend on the traveller’s priorities, preferred season, comfort with adventure and need for privacy. Use industry rankings as a starting point, verify current access and accommodation details, and build the itinerary around experiences that genuinely matter.
Frequently Asked Questions
1. What are the best luxury travel destinations for 2027?
Japan, Italy, France, Greece and Spain lead Virtuoso’s global destination rankings for 2027. South Africa, Iceland, Egypt, Antarctica and New Zealand are also worth considering for travellers seeking wildlife, heritage or remote landscapes.
2. Which destinations are trending among wealthy travellers in 2027?
Virtuoso’s 2027 Luxe Report identifies Japan as its leading global destination and China as the destination on the rise. Antarctica, Iceland and Egypt also feature among the destinations gaining attention.
3. Why is Japan a leading luxury travel destination for 2027?
Japan combines refined hospitality, distinctive regional cuisine, historic traditions and sophisticated urban experiences. Virtuoso’s latest report places it first among global destinations for 2027 for the first time.
4. What are the best destinations for a private luxury holiday?
Greece, Italy and New Zealand offer options ranging from private villas to remote lodges. The level of privacy depends on the property, season, location and whether exclusive-use arrangements are available.
5. Which luxury destinations are best for wellness and relaxation?
Japan offers traditional bathing and ryokan experiences, while Greece and Italy provide coastal or countryside retreats. Iceland’s geothermal bathing is another option. Check the specific services offered by each property before booking.
6. How far in advance should luxury holidays for 2027 be booked?
There is no universal deadline. Popular seasonal stays, private villas and specialist expedition voyages may require earlier planning than flexible city breaks. Confirm availability and cancellation terms directly with reputable providers.
7. What makes Luxury Travel Destinations 2027 different from previous years?
The latest industry outlook places greater emphasis on personalisation, multigenerational travel, cultural discovery and expedition experiences. Japan’s rise to the top of Virtuoso’s global rankings and China’s emergence as a destination on the rise are notable developments.
