Japan Tops UK Luxury Travelers' Destination List
Virtuoso's 2027 Luxe Report ranks Japan first among international destinations for luxury travelers in the UK and Ireland.
Updated on Nov. 1, 2026 in Asia
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Japan overtook Greece as the most requested international destination among luxury travelers in the UK and Ireland, according to Virtuoso's 2027 Luxe Report. Thailand entered the top five international destinations for the first time.
Why it matters
The ranking reflects shifting preferences among high-spending travelers and signals where travel advisors expect demand to grow. Travel advisors anticipate rising spending per trip, which could influence how luxury destinations market themselves.
Virtuoso's survey drew on insights from more than 3,100 travel advisors across multiple world regions. Seventy-six percent of advisors anticipate a slight or significant increase in spending per trip, while 19 percent expect spending to stay flat.
The players
Virtuoso
Virtuoso is a global network of travel advisors and luxury travel agencies that publishes annual travel industry research.
The details
Japan secured the top international position ahead of Italy, Greece, Thailand and France, while Tokyo led city rankings followed by Paris, Kyoto, London and Cape Town. The Maldives retained its status as the leading honeymoon destination for a fourth consecutive year.
Timeline
Virtuoso's 2027 Luxe Report was released in 2026, forecasting trends for 2027.
Travel Outlook
Virtuoso's annual Luxe Report tracks how luxury destination rankings shift from year to year. The 2027 edition shows Japan ascending while Thailand enters the top five for the first time, and travel advisors expect ultraluxury demand to keep growing.
Travelers planning luxury trips may find Japan and Thailand more in demand, so booking earlier could matter. Advisors expect per-trip spending to rise, which suggests budgeting more for high-end itineraries.
The takeaway
Luxury travelers should watch the top-ranked destinations as advisors shift recommendations toward Japan and Thailand. Building flexibility into plans may help match a higher expected budget with the right experiences.
Further reading
For more on the region, explore Asia travel destinations.
Source note: This article includes information reported by Ttnworldwide.
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Do you plan to take a trip abroad to Japan in the next year?
