Where will Canadian luxury travellers go in 2025? Virtuoso shares future trends

Where will luxury travellers in Canada venture next year? Virtuoso’s latest “Luxe Report” sheds light on some of the trends that lie ahead in 2025.

The 2025 Virtuoso Luxe Report: Canada taps into the collective knowledge of Virtuoso’s travel agency members, and their teams of professional travel advisors, across 58 countries to determine what’s now and next for in-the-know travellers.

Findings show a desire for transformative and authentic experiences, fuelled by adventure and a need to build deeper connections with family, friends and new surroundings. 

In 2025, Virtuoso clients continue to prioritize exploration and personalized experiences, but they are increasingly focused on maximizing value without compromising quality, reads a press release.

“While luxury travellers are willing to spend more, they are also mindful of rising costs and want to ensure their investment enhances their travels, making their relationship with a trusted travel advisor all the more important,” the consortium says.

Nearly half of Virtuoso advisors surveyed anticipate a slight rise in travel demand next year, with 21 per cent expecting a significant increase.

Additionally, 58 per cent predict a modest uptick in spending per trip, while 24 per cent believe pricing will remain steady. 

Virtuoso’s Luxe Report has identified five trends highlighting how Canadian globetrotters are establishing their influence in travel for 2025.  

Five luxury trends  

Ice-olated Escapes: The “coolcation” trend shows no signs of slowing down, as more travellers request cold-weather destinations to escape the rising temperatures and avoid crowds, says Virtuoso.

Antarctica has surged in popularity due to its expanding cruise options and pristine landscapes, claiming the second spot among the top destinations to watch after not appearing on last year’s list. Iceland also ranks in the top five, reemphasizing the trend toward northern European countries. 

Sailing Solo: Travellers seeking freedom and flexibility have no hesitation going it alone, and cruising is proving to be a key trend amongst the solo set, with expedition, ocean and river cruises ranking among the top travel experiences for the coming year.

Promoting personal growth and self-reliance, solo cruising allows individuals to navigate new adventures at their own pace, while also enjoying camaraderie with other passengers if desired. Solo cruising can provide a sense of security, as small-ship cruises allow excursions alongside like-minded companions in more intimate groups. Many cruise lines now cater to solo voyagers with special deals, dedicated hosts and fun social activities, making it easier to connect with fellow passengers.

Born to be Mild: Adventure and wellness continue to be significant motivators, but in 2025, upscale travellers will pursue a harmonious balance of exhilaration and relaxation. While some venture to the extreme frontiers of Antarctica and Alaska, others are drawn to destinations like Colombia, Costa Rica and Bhutan, where physical activity meets wellness practices. These “softer” adventures not only cultivate personal accomplishment but give travellers the chance to unwind and recharge, leaving them refreshed and ready for their next big adventure. 

You Tell Me Travel: Rather than sticking to well-worn bucket lists, travellers are finding new inspiration in documentaries, books, beloved films and recommendations from friends and family. TikTok remains a powerful influence, delivering rapid-fire clips of destinations previously overlooked.

“Yet nothing rivals the expertise of travel advisors, who report their clients are now reaching out to ask, ‘Where to next?’ rather than naming a specific destination,” says Virtuoso.

Palate and Place: Culinary experiences have become a crucial element of luxury travel, and globetrotters are prioritizing gastronomic discoveries that showcase the authentic local flavours and unique traditions of the places they visit.

High-end visitors want meals that go beyond traditional dining, with an emphasis on experiences that immerse them in a destination’s culture through its cuisine – think food tours, hidden markets and one-of-a-kind eateries, like the best food trucks and street vendors, says Virtuoso.

As a result, some advisors report spending weeks, even months, curating the ideal culinary immersion for their clients to savour.   

2025 Virtuoso Luxe Report, Canada – key findings

Portugal has risen to top the list of destinations on the rise after finishing second last year. Well-known for providing great value, its appeal has broadened thanks to its mild climate, flavourful cuisine and stunning scenery, particularly in the Azores.

Meanwhile, classic favourites – Italy, France and Greece – continue to dominate as top international destinations, says Virtuoso.

Lisbon has replaced Paris as the preferred city, but Tokyo’s momentum has carried it into this year’s top five.

Costa Rica has climbed from third to second place among top family destinations and newly joined the list of destinations on the rise.

Croatia remains popular, with Dubrovnik still drawing crowds, but there’s growing interest in lesser-known spots like inland Istria, especially among gourmet enthusiasts who are looking to go beyond the obvious to enjoy truffle hunting and wine-tasting, says Virtuoso

Top luxury trends

Top Travel Trends                                                                Destinations on the Rise  

1. Celebration travel                                                                 1. Portugal    

2. Multigenerational family travel                                              2. Antarctica      

3. Adventure cruising                                                                3. Costa Rica 

4. Family travel (immediate family)                                           4. Iceland  

5. Authenticity                                                                          5. Colombia   

Top Global Destinations                                                      Top Cities   

1. Italy                                                                                      1. Lisbon  

2. Greece                                                                                 2. Barcelona     

3. France                                                                                  3. Paris  

4. Japan                                                                                   4. Rome 

5. Croatia                                                                                 5. Tokyo 

Top Family Travel Destinations                                          Top Adventure Destinations  

1. Mexico                                                                                 1. Antarctica  

2. Costa Rica                                                                           2. Alaska  

3. Dominican Republic                                                            3. Iceland  

4. Orlando, Florida                                                                  4. Galápagos Islands  

5. Italy                                                                                     5. South Africa 

Top Honeymoon Destinations                                            Top Cruise Itineraries   

1. French Polynesia                                                                  1. Mediterranean    

2. Greece                                                                                   2. Danube River  

3. Bali                                                                                        3. Alaska    

4. Italy                                                                                        4. Caribbean 

5. Fiji                                                                                          5. Greek Isles   

Top Aspects of Sustainable Tourism                                  Top Travel Motivations  

1. Wildlife conservation/interaction                                          1. Celebrating a milestone 

2. Avoiding over-touristed destinations                                     2. Escaping foul weather 

3. Booking with companies that employ locals                         3. Excitement of exploring a new destination     

4. Giving back to/supporting local communities                        4. Spending time with loved ones    

5. Booking with companies with ethical standards                   5. Rest and relaxation 

Top Solo Travel Experiences:  

1. Guided tours  

2. Ocean cruising          

3. Expedition cruising   

4. River cruising  

5. Italy  

More than 2,200 travel advisors from Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East took the Luxe Report survey.

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