Japan has secured the leading position in Virtuoso’s 2027 luxury travel rankings for the first time, according to the latest report released by the global network specializing in luxury and experiential travel.
Virtuoso’s 2027 Destination List
The Virtuoso Luxe Report, which surveys travel advisors worldwide, identified Japan as the most sought-after destination for luxury travelers in 2027. This marks the first occasion that Japan has reached the top of Virtuoso’s annual rankings.
Italy, a frequent leader in previous years, was ranked second, followed by France in third place. Australia and Greece completed the top five destinations in the report.
Factors Behind Japan’s Rise
Virtuoso attributed Japan’s rise in popularity to its blend of traditional culture, modern attractions, and renowned hospitality. The report noted that travelers are increasingly interested in immersive experiences, culinary exploration, and cultural authenticity, all of which Japan offers.
“Japan’s unique combination of ancient heritage and contemporary innovation has resonated strongly with luxury travelers,” Virtuoso stated in its findings.
Other Notable Destinations
Beyond the top five, the report highlighted the Maldives, South Africa, New Zealand, Spain, and the United Kingdom as other prominent destinations for luxury travel in 2027.
Virtuoso’s Luxe Report is based on input from more than 20,000 travel advisors across 50 countries. The annual survey provides insights into emerging travel trends and preferred destinations among high-end travelers.
Travel Trends for 2027
The report also indicated a growing preference for personalized experiences, sustainable tourism, and off-the-beaten-path locations. Advisors noted that travelers are seeking meaningful connections with local communities and environments.
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