Italy has been bumped as the top overseas destination for Australian and New Zealand luxury travellers for the first time in 20 years, relegated to number two behind Japan, Virtuoso’s 2026 Luxe Report has revealed.

Findings of the study were revealed today in Sydney by Misty Belles, VP Global Public Relations for Virtuoso. The annual survey of Virtuoso travel advisors this year involved a solid 42% increase in feedback compared to last year, with more than 300 frontline ANZ-based luxury sellers getting involved.

A boom in travel and tourism to Japan has elevated the destination as Virtuoso’s most popular country, a move Belles referred to as “really significant”. Japan also ranked first for solo travel.

“Italy has always been our number one destination. This is the first time that Japan has knocked Italy into number two,” the Maryland-based luxury travel expert said.

Belles has previously referred to Japan as the “Italy of Asia” due to its popularity, quipping that “I feel like every person I know has either just come back from Japan or they’re on their way to Japan.” Those comments ring true based on this new data, which for the first time ever was released in Australia first. Other localised versions of the report will be rolled out in other regions of the world this month.

Following Italy in the Top 10 Destinations that ANZ travellers are heading to next year, in order of popularity, are Greece, Croatia, Fiji, Canada, France, Bali, Portugal and Spain. Belles highlighted that Portugal has made its way into the top destinations from this market. That increased demand is likely driven by the popularity of river cruising on the Douro.

Supporting the Top Destination result, the 2026 Luxe Report also found Tokyo as the Top City that Aussies and Kiwis are heading to, followed by Kyoto. Then Paris, Barcelona and London.

Luxury travellers are also very conscious of over-tourism and “crowd control”, with Belles noting that if clients can travel when the weather is more moderate “and escape crowds and explore more freely, that is the ultimate luxury for them. That’s what they are really after.”

“So we’re seeing the tendency towards more serene destinations, more tucked away, out of the way, and then also very authentic destinations like Bhutan, where there is a high value, low volume concept” that’s not going to overwhelming with tourists.

Destinations on the Rise for 2026 for Virtuosos include Antarctica, Sri Lanka, Norway, Vietnam, Egypt, Morocco, Iceland, the Arctic & Malta, and India, with Bhutan also in the mix. Fittingly, the Top Cruise Itinerary for 2026 for high-end travellers was Antarctica, then the Mediterranean, the Danube, Alaska and the Greek Isles.

Among the Top Traveller Motivations are celebrating milestones, eagerness to explore new destinations, spending time with loved ones, rest and relaxation and “escaping foul weather”.

For Family Travel in 2026, the survey identified the most popular destinations were Fiji, Bali, Japan, Vietnam and Italy.

Virtuoso’s study also found advisors in Australia and New Zealand has witnessed a 40% increase in demand for ultra-luxury holidays, think exclusive use, private or exceptionally high-end experiences.

In summary, the 2026 Luxe Report for Australia and New Zealand found:

• travellers are motivated by a desire for new experiences, adventure, wellness and meaningful connections
• trends include multi-generational travel, expedition cruising and longer, slower journeys
• social media, word of mouth and change global conditions are influencing choices