Young female tourist taking a photo of the Osaka Castle, the popular destination in Osaka, Japan.
Image Credit: Shutterstock/kitzcorner
For more than two decades, Italy has dominated Virtuoso's annual Luxe Report. But the 2027 rankings have a new leader. Japan has overtaken the perennial favorite for the first time in the report's history, ending Italy's reign at the top of one of the travel industry's most closely watched rankings.
The findings draw on insights from more than 3,100 travel advisors across 50-plus countries. Rather than measuring tourist arrivals or confirmed bookings, the report captures their firsthand knowledge of client preferences.
Why Japan Is Winning Over Luxury Travelers
Tokyo and Kyoto claim the top two positions among global cities in Virtuoso's 2027 rankings. The country also ranks second for family travel, third for solo trips and sixth for honeymoons.
To find out whether Japan is replacing Italy in client inquiries and bookings or joining travelers' wish lists, we asked Kanku Michelson, a Virtuoso travel advisor at Dilworth Travel, about her clients' preferences.
“I am seeing this amongst clients who are avid travelers, and who have already had frequent trips to Europe. A trip to Japan is a destination that they perceive to be unique, deeply meaningful, and generally within their budget and on par with a trip to Europe,” says Michelson.
“Part of what’s driving this as well is the feeling that there may be overtourism in some mainstream European destinations, and there is a desire to visit just one country and create an itinerary that offers a slower pace,” she explains.
Italy Is Not Out of Favor
Italy's move to second place does not necessarily indicate that fewer travelers are booking the country. In fact, it retains the No. 1 position among both American and Canadian Virtuoso advisors. Japan ranks second in both markets, suggesting North American travelers still favor Italy despite the shift in global rankings.
Rome ranks fifth among the world's most requested cities in Virtuoso's 2027 Luxe Report. The Eternal City welcomed a record 22.9 million tourist arrivals in 2025, including 12 million international visitors, according to the city's tourism authorities. That represents a 3.42% increase over 2024, alongside nearly 53 million overnight stays.
Luxury Hotels Are Betting Big on Japan
Tokyo's next two luxury hotel debuts could hardly be more different: a contemporary Waldorf Astoria in historic Nihonbashi and a nearly century-old Meguro landmark celebrated for its extraordinary collection of Japanese art.
The Waldorf Astoria Tokyo Nihonbashi is scheduled to open in autumn 2027. The 197-room hotel will occupy the 39th through 47th floors of a new skyscraper. Accommodations start at a generous 646 square feet, and guests will have access to three restaurants and the brand's signature Peacock Alley lounge.
The nearly century-old Hotel Gajoen is preparing to join Hilton's LXR Hotels & Resorts collection. The property will house just 60 suites measuring more than 1,075 square feet, alongside five dining venues. Its preserved Hyakudan Kaidan, a historic staircase and series of elaborately decorated rooms, is among Tokyo's most distinctive architectural treasures.
Japan Is Not Asia's Only Rising Star
China claimed the No. 1 position on Virtuoso's list of destinations on the rise for 2027, ahead of other emerging favorites such as Vietnam and South Korea. Both countries also earned spots in the top 10.
China's expanded visa-free entry policies have made the country more accessible to international visitors. In Vietnam, luxury properties such as Four Seasons Resort The Nam Hai near Hoi An and Regent Phu Quoc have helped establish the country's reputation for high-end hospitality. South Korea's capital is also drawing investment from international luxury brands, including Rosewood, which plans to open its first Seoul hotel in 2027.
River cruising is another area attracting interest in Asia. Cruise Lines International Association (CLIA) identifies growing demand for itineraries outside Europe's traditional waterways, particularly in Asia and South America.
The Mekong River has attracted an impressive collection of operators, including AmaWaterways' AmaDara, Scenic's Scenic Spirit, Uniworld's Mekong Jewel, Viking's Viking Saigon and Aqua Expeditions' Aqua Mekong.
Why Japan Is Easier to Explore Than Ever
Japan's high-speed rail network allows travelers to combine Tokyo and Kyoto in a single itinerary without relying on domestic flights. The Tokaido Shinkansen connects the two cities in approximately two hours and 15 minutes on the fastest services, and the country's extensive train connections open up destinations such as Kanazawa and the hot spring resorts of Hakone.
“While Japan once may have felt like a remote and challenging place to visit for the US market, that is no longer the case. US-based airfare options have greatly increased, encouraging travelers to now consider Japan as a tenable, feasible option,” says Michelson.
“Travelers are also seeking destinations and itineraries more focused on culinary exploration, wellness, and culture. Japan is a destination that beautifully exemplifies these priorities and leaves a lasting, deeply meaningful impression on those who visit.”
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