Virtuoso Advisors Outline Where Affluent Travellers Are Going in 2026

Virtuoso has released its 2026 Luxe Report, outlining nine travel experiences its global advisor network expects will shape high-end travel demand next year.

The annual report draws on input from more than 2,400 Virtuoso travel advisors across 58 countries and is positioned as a forward-looking snapshot of how affluent travellers are choosing destinations and experiences.

Among the trends identified for 2026 is a growing interest in South Korea as an alternative to Japan, with advisors citing cultural influence from music, film and fashion alongside culinary exploration and traditional sites.

At the opposite end of the spectrum, polar expeditions reaching both the Geographic and Magnetic North Poles are highlighted as a niche but growing area of interest for travelers seeking rare, logistically complex journeys.

Cultural access and expert-led exploration also feature prominently in the report. Early-morning private access to the Vatican Museums and behind-the-scenes experiences at Paris landmarks are cited as examples of highly requested guided experiences, particularly as Italy and France continue to rank among the top destinations for solo travellers.

Adventure travel has moved into the top three global travel trends for 2026, according to the report.

One example is Morocco’s “Memory Road,” a 1,200-kilometre route from the Atlantic coast to the Sahara that combines remote landscapes with customized itineraries and personal service.

Wellness- and nature-based experiences are also emphasized. Advisors point to Mexico’s Yucatán cenotes as destinations attracting travellers seeking slower, reflective travel, while farm-to-table and regenerative agritourism experiences appear in the top five sustainability-related trends for the first time. These include vineyard stays in Portugal and agricultural estates in Tasmania that combine local food production with hospitality.

River cruising remains a focus, with private yacht sailings on the Nile highlighted as a way travellers are engaging with Egypt’s historical sites at a slower pace. Wildlife encounters also feature prominently, particularly whale watching experiences in destinations such as Monterey Bay, Norway and South Africa, with an emphasis on responsible viewing practices.

Another emerging theme is a shift away from staged social media moments toward more direct engagement with local communities. Examples cited include time spent with cultural practitioners, artisans and community-led initiatives. Iceland is identified as the top emerging destination for 2026 in this category.

According to Virtuoso, demand for professional travel planning continues to grow. The network reports a 76% increase in the number of travellers seeking advisors through its website, a trend it attributes to interest in customized planning, access and logistical expertise.

Virtuoso’s nine must-have experiences for 2026:

Seoul Searching: While Japan still commands global attention, South Korea is emerging as a dynamic alternative, powered by the rhythm of K-pop, the emotional allure of its films and dramas and a creative culture continually reshaping beauty, fashion and contemporary art. Beyond the neon buzz, mist-shrouded temples provide moments of quiet reflection. Private tastings of world-class cuisine, and even simple street food and convenience-store favorites, become memorable culinary discoveries. It’s where tradition meets trend, and every street, beat and bite pulses with possibility.
Ice, Ice Baby: Push the “coolcation” to the extreme with an expedition that reaches both the Geographic and Magnetic North Poles. Navigating shifting ice and remote waters is a feat that few can claim, and the stark landscapes feel so surreal they could belong to another planet. Standing at the edge of the world, the vast silence and raw beauty stir a sense of wonder that remains long after the voyage home.
Dawn at the Vatican: Step into the Vatican Museums at first light with the clavigero, the keeper of keys, and wander through hallowed galleries in near-perfect silence. For Francophiles, a secret-access tour of Paris’s legendary opera house, the Palais Garnier, or a secluded rooftop overlooking the Arc de Triomphe, presents an equally intimate glimpse of artistry and architectural elegance. With Italy and France topping the list of solo-travel destinations for 2026, and guided tours ranking among their most requested experiences, this combination of personal enrichment and expert guidance aligns with how the solo set are exploring now.
An Opulent Odyssey: Adventure travel jumped two spots to number three in the 2026 top five trends, and few expeditions capture the thrill of discovery like Morocco’s Memory Road. This 1,200kilometer journey sweeps from the Atlantic coast to the edge of the Sahara, passing remote deserts, rugged mountains, lush oases and restored villages. Itineraries can be tailored to individual preferences and include a personal butler overseeing every detail. It’s not a mirage – it’s Morocco at its most magnificent.
Divine Depths: In Mexico’s Yucatán, descend into a hidden limestone cavern where sapphire waters shimmer softly in the natural light. Sacred to the Maya and believed to be portals to the underworld, cenotes still echo with ancient mystery. Here, the gentle ripple of water and cool stone invite a profound calm, slowing time and quieting the mind. This is a rare chance to immerse in a living legend, where nature and myth converge to restore the body and spirit.
High-End Harvest: Farm-to-table ranked among the top five aspects of sustainable tourism for the first time in the 2026 Luxe Report. The rise signals growing interest in regenerative agritourism, a movement focused on slowing down and reconnecting with the land in ways that are restorative yet refined. Picture sunlit vineyards in Portugal where guests learn sustainable harvesting techniques or lavender fields in Tasmania offering botanical spa rituals and multi-course dinners crafted entirely from estate-grown ingredients. Beyond farm-to-table, these experiences champion biodiversity and local livelihoods while still delivering the elegance and comfort that the affluent expect.
The Nile in Style: Cruise the Nile aboard a private yacht, stopping to uncover colossal temples, explore monumental tombs and wander through vibrant riverside villages. The journey unfolds at a relaxed pace, where every moment is crafted for unparalleled comfort and exclusivity. Each stop invites a deeper exploration of Egypt’s timeless marvels, allowing travelers to absorb its history in a manner that’s uniquely personal and unmistakably luxurious.
Real, Not Reel: Today’s luxury travelers are leaving behind staged social media moments in favor of genuine interactions that deepen understanding and appreciation of local communities. This could mean sharing one-on-one time with a maiko in Japan, joining a community-driven improvement project in Colombia or spending an afternoon with artisans safeguarding centuries-old craftsmanship in Iceland – the Luxe Report’s top emerging destination for 2026. Witnessing firsthand how communities thrive through their traditions offers a depth of connection that no screen can capture.
Whale-Timed Encounters: Whale watching restores perspective and reminds fortunate observers of nature’s immensity. Whether on a small-boat excursion in Monterey Bay, exploring Norway’s fjords or scanning the rugged coastline of South Africa, these majestic ocean giants are more accessible than most imagine. Responsible practices are essential, prioritizing respectful distances, minimal disruption and protection of migratory paths. For many, the result is a transformational encounter that is deeply moving in its grandeur.