The 2026 Virtuoso Luxe Report went straight to the experts to find out about the future of luxury travel in Canada. The findings? Up-market travellers want “spacious, soulful and spectacular.”
The report surveyed more than 2,400 travel advisors from Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East, drawing on their “extensive knowledge, professional experience and client requests” to offer insight into 2026’s top trends, broken down regionally.
Nearly half of Virtuoso’s Canadian advisors surveyed foresee at least a slight rise in travel demand next year, with 13 percent anticipating a significant increase. Spend per trip is expected to remain high, with 60 percent predicting at least a modest increase (five points above this year’s global percentage) and 18 percent expecting spend to stay the same.
The report highlighted five luxury travel trends:
“Crowd Control: For today’s well-heeled traveller, comfortable climates and the freedom to enjoy the destination unencumbered by crowds are the new luxury. This growing desire to sidestep overtourism has become the top aspect of sustainable travel, with increasing interest in Greenland’s serene fjords, Iceland’s volcanic scenery and Antarctica’s vast ice fields, as well as shoulder-season visits to classics like Italy and France. Bhutan also embodies this trend with its high-value, low-volume approach, where daily fees limit visitors and preserve authenticity.
Main Character Synergy: There’s no shortage of inspiration when it comes to where to head next. TikTok, Instagram Reels and word of mouth all spark curiosity, but film and TV are among the strongest catalysts for adventure. The White Lotus continues to turn its dramatic destinations into must-sees, while K-dramas and the new KPop Demon Hunters are calling fans to South Korea. In the U.K., Cornwall’s rugged coast and fishing villages – filming locations for House of the Dragon and Poldark – pull visitors into the narrative. Advisors say entertainment creates a natural synergy between stepping into a beloved story and discovering the culture around it through food tours, local markets, art districts and other authentic experiences. What begins as a playful escape often deepens into a genuine appreciation for the people and customs behind the scenes.
From FOMO to Slow-mo: The fear of missing out is propelling globetrotters to extraordinary adventures, such as tracking Kenya’s Great Migration and exploring the Galápagos’ remarkable ecosystems. Boomers and Gen X, in particular, feel this urgency, spurred by global environmental changes and a sharpened awareness that “someday” can’t wait. Yet once they arrive, the pace shifts. River cruisers are requesting longer port stays to wander markets and neighborhoods at leisure. Safari-goers are choosing smaller camps where they can spend unhurried days watching wildlife. In South America, travellers linger in Argentina, Chile and Peru to pair adventure with food, wine and heritage. FOMO gets them on the plane, but “slow-mo” (slow motion) defines the experience. The rarer the location, the more travellers want to stretch out their stay and savour every moment.
Unlimited Luxe: For the first time, the Luxe Report asked advisors about ultraluxe travel, revealing that 38 percent have seen an increase in recent requests. What’s especially notable is that ultraluxe is now defined by having every detail seamlessly included. Once viewed as mainstream convenience, “all-inclusive” has been elevated to cover everything from private transfers and Michelin-level dining to resort buyouts where chefs, wellness experts and guides are entirely at the guest’s disposal. Privacy fuels demand, as travellers seek out hidden islands and remote retreats where exclusivity and escapism are the ultimate indulgence. Celebration travel rounds out the top three ultraluxe experiences, with milestone birthdays, anniversaries and family gatherings driving interest in private yachts and secluded estates.
The Healthy Wealthy: After years of upheaval, people are turning to wellness-focused journeys to restore balance and resilience. Requests span the globe, including Ayurvedic programs in India, yoga-and-surf escapes in Costa Rica and retreats in the Canadian Rockies where silence is part of the healing. These trips can even span generations, with parents and grandparents encouraging younger (not-always-willing) participants to step away from social media and reconnect with the natural world. Mental health and longevity are just as important as physical fitness, and many view these trips as investments in a healthier future. According to advisors, health and wellness now ranks as the third-most requested experience for solo travellers, who are drawn to programs that foster structure and self-discovery.”
Specifically in Canada, travellers are leaning towards cool escapes (like Iceland) and sun-soaked holidays (think Costa Rica). Morocco and Vietnam each climbed two spots from last year, securing their place in the top five “destinations on the rise.” Japan continues to capture attention across multiple categories, placing in the top five global destinations and making the top 10 for family travel, solo travel and cruises. For the first time, Kyoto joins Tokyo as one of the top 10 cities to visit in 2026.
Closer to home, Canada makes its mark with strong domestic appeal, ranking in the top five for family and adventure travel, and securing the number one spot for solo trips. Stylish alternatives to European icons are stealing the spotlight, including Riga, Latvia, with its striking Art Nouveau architecture, Albania’s sun-soaked Riviera, Montenegro’s intimate Adriatic resorts and Malta’s historic towns brimming with Mediterranean charm. Each serves as a less expensive, less crowded alternative to more touristed countries like Italy and Croatia
The Numbers At a Glance
Here are the reported hot destinations and travel trends, at a glance.
Top Global Destinations Destinations on the Rise
1. Italy 1. Iceland
2. Portugal 2. Costa Rica
3. Greece 3. Antarctica
4. Japan 4. Morocco
5. Croatia 5. Vietnam
Top Aspects of Sustainable Tourism Top Cities
1. Avoiding over-touristed destinations 1. Lisbon
2. Wildlife conservation/interaction 2. Barcelona
3. Farm-to-table dining 3. Paris
4. Booking with companies that employ locals 4. Budapest
5. Giving back to/supporting local communities 5. Tokyo
Top Adventure Destinations Top Honeymoon Destinations
1. Antarctica 1. Greece
2. Canada 2. Italy
3. Iceland 3. Bali
4. Costa Rica 4. French Polynesia
5. Galápagos Islands 5. Fiji
Top Cruise Itineraries Top Family Travel Destinations
1. Mediterranean 1. Costa Rica
2. Danube River 2. Dominican Republic
3. Alaska 3. Mexico
4. Caribbean 4. Canada
5. Greek Isles 5. Italy
Top Solo Travel Destinations Top Solo Travel Experiences
1. Canada 1. Guided tours
2. Italy 2. Adventure travel / trekking
3. Ireland 3. Health and wellness
4. France 4. Cultural exploration
5. Portugal 5. Culinary travel
Top Travel Trends Top Travel Motivations
1. Family travel (immediate family) 1. Celebrating a milestone
2. Multigenerational family travel 2. Escaping foul weather
3. Ocean cruising 3. Excitement of exploring a new destination
4. Active / adventure trips 4. Spending time with loved ones
5. Beach resort stays 5. Rest and relaxation
Top Ultraluxe Travel Experiences
1. All-inclusive experiences
2. Privacy
3. Celebration travel
4. Hyper-personalized experiences
5. Active / adventure trips
To see the full report, please click here.
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