As we head into the final quarter of 2025, many luxury travellers have already booked their trips for next year. And if this year taught us anything, it’s that high-end holidaymakers are seeking more than just five-star stays.
The “set-jetting” phenomenon dominated 2025, with Thailand bookings jumping over 300% after The White Lotus Season 3 aired. But luxury travellers also sought out destinations with genuine cultural depth and returned to childhood favourites to experience them properly.
But where are they heading in 2026?
The world’s leading travel & lifestyle community ASMALLWORLD (www.asmallworld.com) has asked its network of over 100,000 members across 100+ countries to find out.
The data reveals that luxury travellers are done with surface-level tourism. They’re either returning to places like Italy to explore properly, or they’re tackling ambitious trips to remote Chinese provinces and covering South Africa’s diverse regions.
“We’re seeing two things happening with 2026 travel plans: 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”, says Zain Richardson, CEO of ASMALLWORLD.
#1 Italy: The Place Everyone Wants to Revisit
Italy tops the list for 2026, and it’s not just first-time visitors driving demand.
Luxury travellers are planning return trips, with many saying they want to spend more time exploring the country’s diverse regions like Puglia, the Dolomites and Capri alongside the usual stops in Venice and Milan.
The Venice Biennale is pulling art lovers who want to time their visits around major cultural events. Milan continues to attract those seeking fashion and design, whilst Puglia appeals to travellers looking for authentic Italian experiences away from the crowds. The Dolomites draw adventure-seekers wanting dramatic mountain scenery, and Capri remains the choice for island glamour.
“What’s interesting about Italy topping the list is that almost all of the luxury travellers who mention it have already been there. 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. That’s a different kind of travel behaviour entirely.
“The fact that people want to go back to Italy rather than tick off somewhere new says a lot about how luxury travel is changing. It’s not about ticking boxes anymore, it’s about actually getting under the surface and understanding a place.”
#2 China: Authentic Adventure in Remote Regions
China takes second place in terms of where luxury travellers want to visit in 2026, and it appears they are planning ambitious itineraries here.
Worldwide searches for ‘flights to China’ have increased by 60% in the last 90 days alone, with the BBC’s most recent Race Across The World series reported to have helped put the country on the bucket lists of many.
The metropolises of Shanghai and Hong Kong are still listed among the Chinese destinations catching luxury travelers’ eyes for next year, but they are also highlighting a desire to visit lesser-known cities, such as Xi’an, Chongqing, Guangzhou and Shenzhen.
Going deeper too, luxury travelers are also mentioning venturing to more remote regions like Yunnan, Inner Mongolia and Xinjiang.
These aren’t bustling city breaks, they’re proper deep dives into China and uncovering regions most have barely scratched the surface of.
“Luxury travelers are being drawn to China’s sheer scale and diversity, from cutting-edge cities to ancient cultural sites, tropical islands to remote provinces. Shanghai and Hong Kong still feature, but luxury travellers are increasingly treating them as gateways to lesser-seen areas of the country rather than the destinations themselves.”
#3 Portugal: A Culinary Delight
Portugal keeps appearing on luxury travellers’ lists for 2026, which is unsurprising considering this small country has been growing in popularity over recent years.
Along with beautiful scenery and dramatic coastlines, the country is also drawing in luxury travelers on account of its culinary prowess. In 2025, Portugal saw eight of its restaurants awarded a Michelin star, with judges commenting on the country’s gastronomic growth and how many chefs are keen to preserve the culinary heritage.
Portugal also secured its spot on the World’s Best Restaurants list, with Lisbon’s Belcanto taking number 42 and beating lots of other esteemed restaurants in larger cities.
“Despite its size, Portugal offers a really diverse culinary experience throughout the country. The North of the country is focused on traditional, hearty dishes that really speak of Portugal’s heritage, and the food in the South lends itself to the vibrant fishing traditions of the Mediterranean. And being able to drive from Porto to Faro in five hours, it’s an ideal foodie destination!”
#3 Spain: Its New ‘It’ Island
Spain is also in tied third, with luxury travellers specifically interested in visiting Mallorca. The Balearic island has quietly become the Mediterranean’s most coveted luxury escape, with the Biebers, Jennifer Aniston, and Oprah all spotted there this summer.
With a new wave of sophisticated new properties transforming the island’s luxury landscape, including the Mandarin Oriental Punta Negra and Purobeach Resort Santa Ponsa, it’s only natural that the island has caught the attention of more high-end visitors.
“Mallorca has always appealed to discerning travelers, but the recent surge in luxury accommodation openings means the island can accommodate demand at scale. What sets it apart is the breadth of what’s on offer – over twenty golf courses carved into dramatic coastal and mountain landscapes, a remarkable concentration of Michelin-starred dining, and those wonderful family-run bodegas where wine tastings feel genuinely personal rather than performative. It’s rare to find a destination that delivers both polish and authenticity.”
#4 South Africa: Multiple Experiences, One Country
South Africa rounds out the joint third ranking, with the country offering the opportunity for high-end travellers to get maximum variety without the need to hop between different countries.
Providing just that, South Africa is home to safaris with incredible lodges, world-class wine and a fascinating history. Not to mention incredible beaches and breath taking views along its vast coastline.
Luxury travellers are highlighting that their 2026 plans to South Africa feature private game reserves, Franschhoek’s historic estates and cosmopolitan Cape Town, in particular.
Perhaps not surprising considering Cape Town was voted as the “World’s Best City” in the Telegraph Travel Awards this year! “For wealthy professionals with limited holiday time, it’s the destination that ticks every box without wasting a single day.”
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