Zicasso's 2026 Luxury Travel Trends Report

Safari travelers are exploring beyond South Africa's well-trodden game reserves to discover the wildlife-rich landscapes of neighboring countries. Island seekers are trading Greece's popular summer corners for Ireland's coastal drama and Celtic heritage. Across every major travel region, our data reveals a sophisticated shift: travelers now research multiple destinations within a region, choosing based on their specific interests rather than simply booking the most famous name.

The result benefits both travelers and destinations: visitors enjoy more authentic experiences while the positive impact of tourism spreads across multiple countries, supporting broader conservation efforts.

Regional Redistribution Highlights:

• South Africa safari bookings: Declined from 36.3% to 26.6% of regional share
• Tanzania: Rose to 21.9%
• Zimbabwe: Increased to 16.3%
• Botswana: Grew to 10.2%
• Greece: Declined 4.8 percentage points as Ireland entered Europe's top five

This pattern appears across Asia, where Thailand declined 6.7 percentage points while Japan expanded its dominance, and in the South Pacific, where New Zealand and Australia demonstrate a pendulum pattern as travelers alternate between the two countries in consecutive years.

The common thread: travelers make intentional choices based on what each destination uniquely offers.

Beyond the established favorites of Italy, France, and Spain, European travel is expanding north and east. Travelers seek the same elements that make Western Europe appealing, such as rich history, distinctive architecture, and culinary traditions, but with better value in mind, and the excitement of destinations still in their discovery phase.

Poland's historic cities, like Krakow, offer an authentic and accessible European atmosphere. Wales delivers dramatic coastlines and medieval castles at a density unmatched anywhere else. Sweden attracts those drawn to Scandinavian design, sustainable travel practices, and Nordic natural beauty. These destinations now provide the infrastructure and luxury hospitality that once distinguished only Western European classics, while maintaining an authenticity that comes before tourism saturation.

Fastest-Growing European Destinations:

1. Poland: +229%
2. Wales: +226%
3. Sweden: +143%
4. Czechia: +94%
5. Norway: +82%

The appeal extends beyond individual countries to how they connect. Scenic trains between Prague and Krakow, short flights linking Scandinavian capitals, and scenic drives through Alpine passes allow travelers to experience multiple cultures within a single trip. This compact geography aligns perfectly with the trend toward multi-destination efficiency, letting you explore three distinct European countries in the time traditional itineraries devoted to one.

Japan demonstrates how the right combination of factors can drive sustained growth rather than the typical boom-and-plateau pattern. The country rose from rank 9 globally to rank 6, capturing more than one-third of all Asian luxury travel. Rather than showing signs of saturation, Japan's appeal continues to expand as more travelers discover its depth.

Japan’s cultural richness and natural beauty within a compact, highly efficient geography drive the interest. Bullet trains connect Tokyo, Kyoto, and Osaka in under three hours. You can experience imperial palaces, mountain hot springs, and coastal villages without the extended ground transportation that complicates other Asia itineraries.

Japan's Growth Trajectory:

• Global ranking: Rose from rank 9 (2025) to rank 6 (2026)
• Regional dominance: Commands 34.1% of Asia luxury travel
• Year-over-year acceleration: 4.4 percentage-point growth

Japan also rewards repeat visits. First-time travelers explore iconic sites like Kyoto's temples and Tokyo's neighborhoods. Return visitors discover regional experiences: Hokkaido's winter landscapes, Okinawa's subtropical islands, rural onsen towns, and regional culinary specialties from kaiseki cuisine to local sake breweries.

Accommodations jumped into the top 10 travel priorities for the first time, rising from rank 13 to rank 8. This shift appeared simultaneously across Europe, Africa, Asia, and the South Pacific signaling that travelers everywhere now view where they stay as integral to their destination experience rather than simply a place to sleep.

When trips become shorter and more intentional, every element gains importance. Morning rituals in a Japanese ryokan, evenings on the terrace of a Tuscan villa, nights under canvas in the African bush: these are essential components of cultural immersion.

Accommodation Priority Shift:

• Previous ranking: 13th (2025)
• Current ranking: 8th (2026)
• Regional consistency: Entered top 10 simultaneously in Europe, Africa, Asia, and South Pacific
• Movement: +5 positions year-over-year

This elevation of accommodations complements other 2026 trends. As travelers combine multiple destinations into efficient itineraries, the quality of each element matters more. Where you rest and recharge becomes as thoughtfully curated as the experiences filling your days.

Luxury travel in 2026 rewards those who approach planning with intention and insight. Whether you're drawn to Eastern Europe's emerging destinations, seeking regional alternatives to traditional favorites, or looking for efficient multi-country itineraries that maximize your time, understanding these trends helps you craft journeys that reflect an evolved approach to travel.

A full version of the report can be found in our comprehensive PDF document.

If you're ready to explore how these trends might shape your travel plans, or looking for inspiration for your next adventure, our travel specialists can help create a custom experience tailored to your interests, needs, and travel goals. Contact us to begin planning your next extraordinary journey.