Japan has retained its position as the most requested international destination for Australasian luxury travellers, according to the 2027 Virtuoso Luxe Report.
The annual report, based on feedback from more than 3,100 Virtuoso-affiliated travel advisors globally, found Japan ranked first among international destinations for a second consecutive year, ahead of Italy, Greece, France and Fiji.
Japan also performed strongly across several categories, taking first place for solo travel, third for family travel and fifth for cruising, while Tokyo and Kyoto remained the two highest ranked cities.
Antarctica continued to lead destinations on the rise and was also the top choice for both adventure travel and cruise itineraries.
Vietnam ranked second among emerging destinations, followed by Egypt, Sri Lanka and Norway.
Luxury travel demand is expected to remain strong in 2027, with 57% of advisors anticipating a slight increase in leisure travel and a further 19% expecting significant growth. More than half also expect spending per trip to increase.
Multigenerational family travel emerged as the leading travel trend for 2027, overtaking expedition cruising, which ranked second after three years at the top. Cultural immersion, authenticity and immediate family travel completed the top five.
Solo travel is also evolving, with health and wellness becoming the leading experience category. Guided tours ranked second, followed by expedition cruising and adventure travel, while women-only solo travel entered the top five.
Closer to home, Fiji remained the leading destination for both family travel and honeymoons, while Australia and New Zealand climbed in the family and solo travel rankings.
The report also identified growing interest in destinations where luxury budgets can stretch further, with Vietnam, Egypt and Albania highlighted as alternatives for travellers seeking premium experiences at comparatively stronger value.
Celebrating a milestone remained the leading motivation for travel for the second consecutive year, followed by exploring a new destination, spending time with loved ones, rest and relaxation and health and wellness.
