Luxury Crystal Ball: Virtuoso’s 2026 Canadian Luxe Report
by Bruce Parkinson
Virtuoso Travel Week is underway in Las Vegas.
Luxury and experiential travel network Virtuoso has published its 2026 Luxe Report, tapping into the knowledge of its travel agency members to determine what’s now and what’s next for affluent travellers.
Virtuoso says findings show luxury travellers are no longer satisfied with luxury for its own sake. Instead, they are pursuing exotic encounters, slowing down to savour each moment and curating journeys that are meaningful, restorative and personal.
Data suggests luxury travellers are willing to spend more but are mindful of rising costs, seeking value that enhances their experiences. This makes their relationship with a trusted travel advisor even more essential, Virtuoso says.
Nearly half of Virtuoso’s Canadian advisors surveyed foresee at least a slight rise in travel demand next year, with 13% anticipating a significant increase. Spend per trip is expected to remain high, with 60% predicting at least a modest increase (five points above this year’s global percentage), while 18% expect spend to stay the same.
Key findings from the 2026 Virtuoso Luxe Report: Canada:
In 2026, Virtuoso says, affluent Canadian travellers are chasing both cooler settings and sun-soaked escapes.
Iceland takes the number one spot for destinations on the rise, captivating travellers with its dramatic landscapes and geothermal wonders, while Antarctica attracts thrill-seekers eager for once-in-a-lifetime expeditions.
Warm-weather destinations shine just as brightly: Costa Rica ranks second among rising destinations, celebrated for its lush rainforests, abundant wildlife and versatility as a top choice for family getaways, adventure travel and honeymoons.
Morocco and Vietnam each climbed two spots from last year, securing their place in the top five destinations on the rise. Japan continues to capture attention across multiple categories, placing in the top five global destinations and making the top 10 for family travel, solo travel and cruises.
For the first time, Kyoto joins Tokyo as one of the top 10 cities to visit in 2026. Closer to home, Canada makes its mark with strong domestic appeal, ranking in the top five for family and adventure travel, and securing the number one spot for solo trips.
Stylish alternatives to potentially over-touristed European icons are stealing the spotlight, including Riga, Latvia, with its striking Art Nouveau architecture, Albania’s sun-soaked Riviera, Montenegro’s intimate Adriatic resorts and Malta’s historic towns brimming with Mediterranean charm. Each serves as a less expensive, less crowded alternative to more touristed countries like Italy and Croatia.
Here are some of the top 5 lists for specific categories. You can explore the full 2026 Virtuoso Luxe Report: Canada here.
Top Global Destinations:
- Italy
- Portugal
- Greece
- Japan
- Croatia
Destinations on the Rise:
- Iceland
- Costa Rica
- Antarctica
- Morocco
- Vietnam
Top Cities:
- Lisbon
- Barcelona
- Paris
- Budapest
- Tokyo
Top Adventure Destinations:
- Antarctica
- Canada
- Iceland
- Costa Rica
- Galápagos Islands
Top Honeymoon Destinations:
- Greece
- Italy
- Bali
- French Polynesia
- Fiji
Top Cruise Itineraries
- Mediterranean
- Danube River
- Alaska
- Caribbean
- Greek Isles
Top Family Travel Destinations:
- Costa Rica
- Dominican Republic
- Mexico
- Canada
- Italy
More than 2,400 travel advisors from Virtuoso-affiliated agencies in North America, Latin America, Asia-Pacific, the Caribbean, Europe, Africa and the Middle East took the Luxe Report survey.
