Luxury tourism is accelerating its growth and redefining global traveler preferences

Luxury tourism is experiencing an unprecedented period of expansion. According to various industry reports, this segment is expected to exceed $2.1 trillion by 2035, with annual growth rates ranging between 7 and 8 percent, depending on the source. These figures reflect not only a post-pandemic recovery, but also an evolution in the way travelers understand luxury.

Today, luxury is no longer defined exclusively by extreme comfort or visible exclusivity. New consumers seek authentic, profound, and purposeful experiences. From wellness retreats and sustainable safaris to personalized culinary journeys and itineraries focused on cultural connection, the focus is shifting toward offerings that excite, transform, and leave a positive impact.

Europe continues to lead the global market, but strong growth is projected in Asia-Pacific, the Middle East, and Latin America, regions where digitalization, the expansion of the upper class, and a new generation of travelers are driving demand. HNWIs (high net worth individuals) aren't the only players: millennials and Gen Z are also raising the bar, prioritizing social impact, the design of unique experiences, and true sustainability.

According to the Virtuoso Luxe Report 2025, the top trends in this segment include transformational travel, wellness tourism, intentional solo travel (slow travel), multigenerational experiences, and getaways designed around natural events or personal goals. More than 55% of luxury travelers plan to spend more per trip in 2025, seeking experiences that connect with their values.

Personalization plays a central role: it's no longer about offering standard luxury, but rather about creating tailored proposals, where every detail is tailored to each traveler's profile. In this context, travel advisors and specialized operators are consolidating their position as key players in articulating this new demand.

Given this scenario, destinations and tourism companies face a strategic challenge: adapting to a luxury that no longer revolves around price or brand, but rather the quality of time, the emotion generated, and the story travelers can tell. The growth is clear, but so are the demands. Whoever understands this transformation will make the difference in the next decade of high-end tourism.