Japan Overtakes Italy in Virtuoso 2027 Luxe Report
Japan ranks first in the luxury travel advisor report for the first time, while Italy keeps the top spot among North American advisors.
Updated on Nov. 7, 2026 in Asia
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Japan has overtaken Italy as the top destination in Virtuoso's 2027 Luxe Report, ending Italy's more than two-decade run at No. 1. Italy still holds the top position among American and Canadian Virtuoso advisors.
Why it matters
The shift reflects changing traveler interest, as clients who have frequently visited Europe increasingly view Japan as distinctive, meaningful and within budget. Concern about overtourism at some mainstream European destinations is also steering interest toward Japan and slower-paced itineraries.
Tokyo and Kyoto claim the top two global city positions, and the Tokaido Shinkansen links the two cities in about two hours and 15 minutes. Japan ranks second for family travel, third for solo trips and sixth for honeymoons.
The players
Virtuoso
A global network of luxury travel advisors whose annual Luxe Report ranks destinations based on advisor insights.
Waldorf Astoria Tokyo Nihonbashi
A luxury hotel scheduled to open in Tokyo in autumn 2027, with 197 rooms and starting accommodations of 646 square feet.
The details
Tokyo and Kyoto hold the top two spots among global cities, with Japan's high-speed rail allowing travelers to combine them in one itinerary without domestic flights. Rome ranks fifth among the world's most requested cities, while China tops Virtuoso's list of rising destinations for 2027.
Timeline
2025: Rome recorded a record 22.9 million tourist arrivals, including 12 million international visitors.
Autumn 2027: The Waldorf Astoria Tokyo Nihonbashi is scheduled to open.
2027: Rosewood plans to open its first Seoul hotel.
Travel Outlook
Japan's first-ever No. 1 ranking in the Virtuoso Luxe Report breaks a streak of Italian dominance that lasted more than two decades. The shift suggests luxury travelers are diversifying away from Europe as overtourism concerns grow.
Travelers considering Japan can combine Tokyo and Kyoto in a single trip using the high-speed rail network without needing domestic flights. Those interested in luxury stays may want to watch for new hotel openings in Tokyo and Seoul in 2027.
The takeaway
Travelers seeking alternatives to crowded European hotspots may find Japan's rail-connected cities and slower-paced itineraries a compelling option. Booking early for new 2027 openings could secure access to the latest luxury properties.
What happens next
The Waldorf Astoria Tokyo Nihonbashi is scheduled to open in autumn 2027, and Rosewood plans its first Seoul hotel in 2027.
Further reading
For more on where luxury travelers are heading, explore Asia destinations.
Source note: This article includes information reported by The Grand Junction Daily Sentinel.
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Would you choose Japan over a traditional European trip for your next vacation?
