South Korea Strengthens Its Appeal
South Korea ranks among the must-have experiences identified by Virtuoso for 2026. Seoul, in particular, brings together several influences that attract international travellers, including gastronomy, fashion, beauty, contemporary culture and heritage.
The global rise of Korean culture is also helping to strengthen interest in the destination. Cultural and audiovisual content has become a genuine source of inspiration for travellers looking to discover the places, traditions and experiences they have encountered on screen.
Iceland Attracts Travellers with Its Open Spaces
Iceland tops the Virtuoso Luxe Report 2026 list of destinations “on the rise”, ahead of Antarctica and Norway.
Its volcanic landscapes, vast natural spaces and outdoor experiences reflect a growing trend in high-end travel: seeking greater disconnection and choosing less crowded environments.
Japan Remains a Leading Destination
Japan continues to hold a strong position in luxury tourism. It ranks second among the report’s most popular international destinations in 2026, behind Italy.
While Tokyo and Kyoto remain essential stops, travellers are also showing growing interest in other regions and in experiences centred around gastronomy, heritage and local culture.
In 2026, luxury travel is therefore increasingly defined by the uniqueness of the experience. Authenticity, discovery and personalisation are becoming central to the expectations of today’s high-end travellers.
Sources: Virtuoso Luxe Report 2026; Virtuoso, 2026 Must-Have Experiences.
