For the wealthy, overseas holidays are no longer enough. City-maxxing is reshaping tourism

For wealthy travelers, one city is no longer enough. Increasingly, they are spending several weeks moving between cities around the world, trying to fit as many destinations as possible into a single journey. Travel experts have given the trend a name: city-maxxing.

The pattern features in “The State of Travel in 2026,” a report prepared by Virtuoso, a company specializing in luxury travel advice. The report draws on the firm’s internal data, as well as surveys of industry experts and clients, and identifies trends expected to shape high-end tourism.

Luxury travel built around unique and exceptional experiences drove the sector’s growth in 2025, the report says. Nearly two-thirds of wealthy respondents, 60 percent, said a long-planned dream trip was their priority. Another 54 percent put tailor-made private journeys first. They also expect exclusive services on planes and in hotels, along with restaurant reservations, including at Michelin-starred establishments.

The report says affluent travelers are allowing themselves more time to enjoy these experiences. Their longer holidays increasingly include several cities and even multiple continents. Instead of limiting themselves to remote luxury resorts, they are choosing lively metropolises such as Singapore, London and New York.

Virtuoso says wealthy travelers cross an average of one or two national borders during these trips. The most popular combinations are in Europe: France and Italy, followed by Britain and Italy, and Italy and Switzerland. Italy appears in every leading pairing, while Florence, Rome and Venice feature in two out of five journeys.