Banff Cracks Top 10 for American Luxury Travellers

A major skijoring (skiing while pulled by a horse or sometimes sled dog) event last weekend has put Banff in the spotlight, but the mountain town is making waves as a luxury destination according to search data on Google.

Research done on behalf of travel insurer Travel Guard compiled American search traffic for top luxury destinations as well as the top value destinations to uncover the biggest year-over-year rise in interest among travellers.  

"Our research shows some interesting shifts in travel preferences as we head into 2026," says Rhonda Sloan, Head of Marketing at Travel Guard. "Travelers are becoming more adventurous in their choices, striking a balance between budget-conscious trips and aspirational experiences.

Banff was the only Canadian destination to show up on either list, with a 33 percent raise in search traffic for luxury travel experiences. 

Related: Sneak Peek at the New Rimrock Banff

Rank	Destination	Country	Yearly growth in luxury travel searches (%)
1	Abu Dhabi	United Arab Emirates	421%
2	Acapulco	Mexico	253%
3	Punta del Este	Uruguay	236%
4	Macau	Macau SAR	87%
5	Da Nang	Vietnam	83%
6	Tallinn	Estonia	39%
7	Aswan	Egypt	35%
8	Tokyo	Japan	34%
9	Banff	Canada	33%
10	Chengdu	China	32%

For budget-minded travellers, Crete leads the list, Kathmandu ranks second, as the gateway to Everest Base Camp and a hub for world-class trekking routes. Third was Cappadocia, Türkiye with its fairy chimney landscapes and cave hotels prompting budget travel searches to rise steeply over the last year.

Related: Homestays in Nepal are Transforming the Way Visitors See the Kathmandu Valley

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