How Canadians will travel in 2026: Virtuoso’s Luxe Report uncovers new face of luxury

Virtuoso has released its 2026 Luxe Report, revealing how the definition of luxury continues to evolve for discerning travellers worldwide.

Drawing on insights from its global community of travel agencies and advisors, Virtuoso’s report uncovers the motivations, preferences and emerging trends shaping travel in the year ahead.

What the findings make clear is that travellers are no longer chasing luxury for its own sake.

Instead, they’re seeking meaningful, restorative and deeply personal journeys—ones that go beyond five-star indulgence to create experiences that transform, connect and inspire.

Luxury with purpose

While travellers remain willing to spend more, they’re also increasingly mindful of rising costs and focused on value that enhances their experience.

According to Virtuoso, this makes the relationship with a trusted travel advisor more important than ever.

Nearly half of Canadian Virtuoso advisors anticipate at least a slight increase in travel demand for 2026, with 13 per cent expecting significant growth.

Spending per trip is set to stay strong, with 60 per cent of advisors predicting a modest increase—five points above this year’s global average—and another 18 percent expecting spending to hold steady.

Five trends for 2026

The report identified five trends highlighting how Canadian globetrotters will travel in 2026:

1. Crowd Control: The New Definition of Luxury

For today’s well-heeled travellers, true luxury lies in space, serenity and exclusivity. Avoiding overtourism has become a defining aspect of sustainable travel, with growing interest in off-the-beaten-path destinations such as Greenland’s pristine fjords, Iceland’s volcanic landscapes, and Antarctica’s vast wilderness.

Even traditional favourites like Italy and France are being rediscovered in the shoulder seasons, when crowds thin and authenticity returns. Bhutan remains a model for sustainable tourism with its “high-value, low-volume” approach, limiting visitor numbers to preserve its cultural integrity.

2. Main Character Synergy

Pop culture is shaping travel like never before. From TikTok and Instagram to blockbuster series and streaming sensations, storytelling is sparking wanderlust. The film and TV effect—seen in destinations from The White Lotus locales to South Korea’s K-drama-inspired tours—has travellers stepping into their favourite narratives.

In the U.K., the rugged Cornish coastlines featured in House of the Dragon and Poldark are luring fans eager to immerse themselves in cinematic scenery. Advisors note that what begins as a pop-culture pilgrimage often evolves into authentic cultural engagement—through local markets, art districts, and culinary experiences that bring the story to life.

3. From FOMO to Slow-mo

Fuelled by a sense of urgency to experience the extraordinary, many travellers—particularly Boomers and Gen X—are pursuing bucket-list adventures like Kenya’s Great Migration and the Galápagos Islands.

But once they arrive, the tempo changes. Travellers are slowing down, opting for longer stays and deeper connections. River cruisers request extended port time; safari guests favour intimate lodges with unhurried schedules; and South American itineraries stretch to include wine, cuisine and heritage alongside adventure. The fear of missing out gets them there, but “slow-mo” travel defines how they experience it.

4. Unlimited Luxe

Virtuoso’s new focus on ultraluxe travel reveals that 38 per cent of advisors have seen rising demand for the ultimate in seamless indulgence. But today’s all-inclusive is far from generic—it’s curated, private and personalized.

Think private transfers, Michelin-calibre dining, full-resort buyouts, and wellness experts on call. Privacy drives this trend, as travellers seek hidden islands, remote retreats and exclusive estates. Celebration travel—milestone birthdays, anniversaries and family reunions—is a major driver, often realized through private yachts or secluded villas.

5. The Healthy Wealthy

Following years of global upheaval, travellers are prioritizing wellness and longevity. From Ayurvedic programs in India to yoga-and-surf escapes in Costa Rica and meditative retreats in the Canadian Rockies, these experiences emphasize restoration, mindfulness and reconnection.

Wellness travel now ranks among the top three experiences for solo travellers, with programs designed for self-discovery and balance. Multi-generational wellness trips are also on the rise, as families use travel to unplug from technology and nurture shared wellbeing.

Where Canadians are travelling in 2026

The Luxe Report highlights a mix of polar and tropical extremes for Canadian travellers next year.

Iceland tops the list of destinations on the rise, admired for its raw natural beauty, while Antarctica continues to attract adventurous spirits.

On the warmer side, Costa Rica holds second place, celebrated for its biodiversity and versatility—from family trips to honeymoons. Morocco and Vietnam are both climbing in popularity, and Japan continues to dominate across multiple categories, including family, solo and cruise travel. For the first time, Kyoto joins Tokyo among the top 10 cities to visit.

Closer to home, Canada ranks number one globally for solo travel and remains a favourite for family and adventure getaways.

Meanwhile, emerging European alternatives such as Riga (Latvia), Albania’s Riviera, Montenegro’s Adriatic coast and Malta’s timeless towns are capturing attention as stylish, less-crowded options compared to Italy or Croatia.

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