Where Are Luxury Travelers Actually Going Now? Not Where You’d Think

With the U.S.-Israel and Iran war sparking a jet fuel crisis and reducing flight offerings, plus the ongoing challenges of overtourism, staffing shortages, new border controls, extreme weather and climate change, it’s no exaggeration to say the travel industry is in turmoil.

Data shows travelers have wasted no time in responding to the volatile situation by shifting vacation styles and destinations. Some are looking to trains over planes, while others are spurning obvious, high-traffic hotspots in favor of little-considered options.

According to luxury travel specialists 360 Private Travel, vacationers are thinking more carefully about where they choose to go, particularly when travel routes or destinations feel less straightforward than they once did.

“Clients are becoming more open to places they might not have considered before. And often, those are the trips they come back talking about the most,” says James Turner, Founder and CEO of 360 Private Travel, via email.

Here are five destinations he’s seeing a rising interest in that might not immediately spring to mind for a luxury break.

Brazil For Seasonal Landscapes And Rare Wildlife Encounters

Brazil stands out for the sheer range of experiences you can combine in one trip, says Turner. Between June and September is the best time to visit, when the country’s rich wildlife and natural beauty are in their prime.

In Lençóis Maranhenses, an 80km stretch of white sand dunes fills with rainwater, creating thousands of freshwater lagoons scattered across the desert. You’ll walk across dunes before dropping into clear pools like Lagoa Bonita and Lagoa Azul, which only exist for a few months each year.

For wildlife, the northern Pantanal is home to one of the highest concentrations of jaguars anywhere in the world. Traveling by boat along the Cuiabá River, you have a strong chance of seeing jaguar, giant otters, capybara, and hyacinth macaws in a single day.

You can also combine this with time in Salvador, a UNESCO-listed city known for its colonial architecture and Afro-Brazilian culture.

Bolivia For Surreal Panoramas And High-Altitude Wonders

Bolivia isn’t often front of mind for long-haul travel, but it offers some of the most visually striking landscapes in South America, according to Turner. Between June and October, the dry season reveals the salt flats at their most expansive.

The Salar de Uyuni is the standout—the world’s largest salt flat, spanning over 4,000 square miles at nearly 12,000 feet above sea level. During the rainy season, a thin layer of water creates a mirror effect that reflects the sky almost perfectly.

Within the salt flats, Incahuasi Island rises out of the landscape, covered in giant cacti that can live for over 1,000 years. Beyond Uyuni, the Eduardo Avaroa Andean Fauna National Reserve introduces a completely different environment, with red and green lagoons, flamingos, geysers, and high-altitude deserts.

In Sucre, a UNESCO World Heritage city, you’ll find well-preserved colonial architecture and a slower pace that contrasts with the Altiplano landscapes.

Sierra Leone For Wild Coastlines And Emerging Surf Culture

“Sierra Leone is still under the radar for most travelers, but that’s part of what makes it so appealing right now,” says Turner. Between November and April, the dry season brings reliable weather, calmer seas, and steady surf conditions along the coast.

Bureh Beach is one of West Africa’s best surf spots, with consistent waves and very few crowds. Nearby, Tokeh Beach offers calmer waters and a long stretch of sand backed by forested hills.

For wildlife and conservation, the Tacugama Chimpanzee Sanctuary just outside Freetown plays a key role in protecting rescued chimps, giving visitors a chance to learn about conservation efforts in the region.

Further afield, the Turtle Islands remain largely untouched, with simple accommodation and access to quiet beaches and traditional fishing communities.

Gabon For Rare Wildlife In One Of Africa’s Least Visited Countries

“Gabon is one of those places that very few people have on their radar, but it offers some of the most remarkable wildlife experiences in Africa,” Turner says. Between July and September, drier conditions make wildlife easier to spot, while humpback whales migrate along the coastline.

In Loango National Park, often referred to as “Africa’s last Eden,” you can see forest elephants walking along the beach, western lowland gorillas in dense rainforest, and, in rare cases, hippos moving through the surf.

Further inland, Lopé National Park—a UNESCO World Heritage Site—combines rainforest and savannah, creating ideal conditions for spotting mandrills, chimpanzees, and forest buffalo. It’s also one of the best places to understand how Central Africa’s ecosystems have evolved over time.

Access is more limited than in other safari destinations, which naturally keeps visitor numbers low and experiences more personal, Turner adds.

Kyrgyzstan For Nomadic Culture And High-Altitude Landscapes

Kyrgyzstan offers a completely different kind of travel experience—one centered around landscape, tradition, and space, according to Turner. Between June and September, the country opens up fully, with access to high mountain lakes, yurt camps, and remote valleys.

Lake Issyk-Kul, one of the world’s largest alpine lakes, sits at over 1,600 meters above sea level and is a quieter alternative to more developed lake destinations. Nearby, the Tian Shan mountains open up into wide valleys and high passes that are best explored on horseback or on foot.

Staying in traditional yurt camps around Song-Kul Lake gives you direct access to nomadic life, where herders still move seasonally with their livestock. You’ll eat locally prepared meals, sleep under canvas, and experience a way of life that hasn’t changed significantly for generations.

In places like Bokonbaevo, you can also witness eagle hunting, where trained golden eagles are used in a practice that dates back centuries.