Affluent travelers are widening their travel map, and insights from Visa’s Emerging Travel Trends Among High-Income Travelers report show a clear pattern.
The most in-demand luxury destinations are no longer the usual Paris-Dubai-Maldives trio. High-income travelers are seeking quieter environments, more profound cultural experiences, and premium service without the crowds.
Visa’s data shows several vacation destinations where spending from affluent travelers is rising sharply, signaling a shift toward destinations with cultural heritage, nature, and refined hospitality.
Hokkaido’s Hot Springs and Mountain Resorts
Noboribetsu Onsen in Hokkaido, Japan (sepavone/depositphotos)
(sepavone/depositphotos)
Hokkaido is an emerging hotspot for luxury, and the reasons are pretty straightforward. Its open natural beauty, volcanic hot springs, boutique mountain resorts, and winter sports make for an escape that feels expansive and calm.
Affluent vacationers enjoy the island’s private onsen accommodations, chef-driven dining, and ski areas like Niseko that emphasize superb service.
Mendoza for its Vineyards and Wellness Options
Valle de Uco, Mendoza, Argentina (nickalbi/depositphotos)
(nickalbi/depositphotos)
Visa’s findings show increased upscale interest in Argentina, particularly in Mendoza, where wellness options, wine estates, and mountain scenery are enticing draws.
High-spending travelers are choosing vineyard hotels, chef-led tasting menus, and small-group outdoor experiences such as horseback rides through the foothills. Mendoza is quiet, spacious, and centered on quality.
Mersa Matruh is a Quiet Mediterranean Escape
Marsa Matruh, Egypt (alexander2323/depositphotos)
(alexander2323/depositphotos)
Mersa Matruh’s clear water, calm bays, and expanding resort infrastructure make it a quieter Egyptian complement to destinations like Sharm El-Sheikh or Hurghada.
High-income vacationers are interested in Matruh for the warm weather, new hotel projects, and relaxed beaches with minimal crowds.
Lyon is a Culinary-Driven Luxury Getaway
Lyon, France (bloodua/depositphotos)
(bloodua/depositphotos)
France’s culinary capital blends historic architecture with a food scene that rivals much larger destinations.
Upscale visitors prefer Lyon for its gourmet restaurants, access to Rhône Valley wines, and boutique hotels close to the Presqu’île and Vieux Lyon. It’s a refined French getaway without the intensity of Paris.
Lucerne Offers Boutique Lakeside Luxury
Lucerne, Switzerlnd (xbrchx/depositphotos)
(xbrchx/depositphotos)
Lucerne is popular with high-income travelers wanting classic European charm. The city’s position along Lake Lucerne, combined with access to the Swiss Alps, makes it a reliable year-round luxury base.
Vacationers prefer lakeside hotels, private boat charters, and day trips to mountain peaks like Pilatus and Rigi. Lucerne delivers an organized, peaceful style of luxury supported by Swiss hospitality standards.
Mallorca For Its Refined Island Experience
Cales de Mallorca, Spain (Wander Worthy)
(Wander Worthy)
Spain is among the emerging destinations for affluent travel, with Mallorca highlighted as a renewed favorite. The island’s evolution over the past decade has shifted it toward high-end boutique hotels, restored fincas, quiet coves, and chef-led dining.
Vacationers with larger budgets often choose the Tramuntana region for its mountain villages and small luxury properties.
Munich is an Urban Retreat with Cultural Depth
Munich, Germany (prescott10/depositphotos)
(prescott10/depositphotos)
Luxury travelers appreciate Munich’s combination of efficient infrastructure, cultural sites, refined hotels, and Bavarian dining.
Unlike larger capitals, Munich has a pace that suits luxury travelers who want walkable neighborhoods and curated experiences. Munich’s calendar of art exhibitions, classical performances, and seasonal festivals offers a steady stream of high-quality events.
Bern Combines History with Modern Luxury
Bern, Switzerlnd (iascic/depositphotos)
(iascic/depositphotos)
Bern’s UNESCO-listed Old Town, riverfront walks, and emerging boutique-hotel scene offer an alternative to Europe’s more intense capitals.
Bern has culture, architecture, and access to nature, yet feels composed and relaxed. Its quiet cafés, art galleries, and local shops create a setting where you can enjoy slower, more intentional days in comfort.