Italy is topping the list of popular destinations for 2026, according to members of luxury travel community ASMALLWORLD, with China coming in second place.

The enduring popularity of Italy is driven largely by repeat visitors, according to ASMALLWORLD CEO Zain Richardson. “Almost all of the luxury travellers who mention it have already been there,” he said. “They’re not first-timers doing Rome and Florence – they’re people who fell in love with the country and realised one trip wasn’t enough.”

From Milan’s design scene to Puglia’s rustic charm and the adventure-filled Dolomites, travellers are rediscovering Italy through a more meaningful lens. “It’s not about ticking boxes anymore, it’s about actually getting under the surface and understanding a place,” Richardson said.

Meanwhile, luxury travellers are increasingly drawn to China’s offer of “authentic adventure in remote regions.” Worldwide searches for flights to China surged by 60% in the past 90 days, ASMALLWORLD revealed, reflecting a newfound fascination with both its major cities and lesser-known provinces.

“Luxury travellers are being drawn to China’s sheer scale and diversity,” says Richardson, noting that destinations such as Yunnan, Inner Mongolia, and Xinjiang are piquing curiosity.

Tying in third place came Portugal, Spain, and South Africa thanks in part to Portugal’s culinary rise, the crowning of Mallorca as Spain’s “new ‘It’ island” and South Africa’s offer of multiple experiences in one country.

Overall, the survey showed that luxury travellers are no longer chasing five-star stays and are instead seeking deeper connections and heightened adventures in destinations they already love.

“People wanting to return to European favourites to explore them more fully, and others finally committing to those bucket list trips they’ve been talking about for years,” Richardson said.