Japan has overtaken Greece as the most requested international destination for luxury travelers from the United Kingdom and Ireland, according to the 2027 Virtuoso Luxe Report released on October 31. The United States, which held the top position in the previous year’s ranking, fell to second place.
Infrastructure and Safety Drive the Shift
The ranking reflects a broader assessment of travel quality. Japan ranked number one in the World Economic Forum’s Travel & Tourism Development Index (TTDI) for 2026, jumping two spots from the previous edition. The index evaluates 17 behind-the-scenes factors that make traveling smooth, safe, and enjoyable, according to state and international reports. Key ranking factors include safety, cleanliness, public transit quality like bullet trains, and digital conveniences such as easy mobile payments and fast Wi-Fi. Officials said the country’s ability to disperse visitors beyond the traditional hubs of Tokyo, Kyoto, and Osaka also contributed to the high score.
Asia Strengthens Its Foothold
Thailand made its debut in the top five destinations for UK and Irish travelers, giving Asia a stronger presence among established European favorites. The Virtuoso report indicates that advisors see clients maximizing purchasing power, favoring destinations that deliver full-tilt luxury at a friendlier cost. Vietnam, Thailand, Mexico, and Costa Rica were noted as beneficiaries of this trend, though travelers are not trading down on amenities.
Spend Accelerates as Demand Holds
Advisors are entering 2027 with an optimistic outlook. A majority, 56 percent, expect leisure travel demand to rise slightly in the coming year, while another 23 percent anticipate a significant increase. That confidence carries through to expenditure: 76 percent predict a slight to significant increase in spend per trip. Only 19 percent of those surveyed expect spending to remain the same, suggesting that luxury travellers are accelerating their prioritisation of meaningful experiences and investing more in access, quality, and time. Even with that enthusiasm, value and safety have become increasingly important considerations in where and how they travel.
Sources
- The 2027 Virtuoso Luxe Report United Kingdom & Ireland: Japan Claims the No. 1 Spot
- Kirisuto no Haka
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Photo: Basile Morin (CC BY-SA 4.0)
