Virtuoso Travel Week: Where Human Connection Shapes Luxury Travel

By Leroy Adams
Culture Travels Media Report

From the moment I saw a stunning illuminated display of a magazine cover featuring a Black woman adorned in a dazzling, bejeweled headpiece and crystal-embellished gown. I was struck by her elegance, her smile, and prominence. She was a pleasant surprise as the first face I saw when I arrived at Virtuoso Travel Week. And it was the start of what would be an unforgettable experience at Virtuoso. The lobby, home to the magazine cover, was buzzing with travel advisors, CEOs and executives of tourism boards, luxury hotel chains, cruise lines, and expedition companies—ready to make new business, share a company story, or strengthen existing partnerships. Some were dressed for their first meeting, and others, like me, fresh from the airport with luggage in hand, were scoping out the scene and trying to find my way around. Attentive Virtuoso staff noticed my lost look and quickly jumped in to offer assistance, setting the tone for the days ahead.

Virtuoso Travel Week

Virtuoso Travel Week is often hailed as luxury travel’s most iconic event—sometimes even called the “Fashion Week of Travel.” Each year, it brings together thousands of leading travel professionals and providers from more than 100 countries. The week is designed to foster genuine engagement and open doors to new business opportunities through one-on-one appointments, professional development sessions, and both structured and informal networking. Celebrating its 37th year, Virtuoso has become more than one large gathering, woven in between the Community Globetrotting sessions, press Orientation, Media Networking sessions, and one-one -one appointments were a carefully curated series of smaller events, meaningful conversations, and unforgettable experiences spread across several days. This structure ensures that every attendee—whether an advisor, executive, or partner—finds distinctive value and a unique experience. This year, more than 1,700 companies from 107 countries were represented, making it a truly global marketplace for luxury travel.

I attended on behalf of Culture Travels Media to secure new editorial partnerships, network with decision-makers, and deepen my knowledge of the luxury travel industry.

Human Connections

Matthew Upchurch, the founder of Virtuoso Travel Week, stood at the podium in a conference room before the room of over 60 travel journalists and media from around the world emphasizing the focus on enhancing human connection in this week and through the network—building relationships that enhance the traveler experience, and in turn, increase sales. Based on the demand and feedback from previous events, this year, Virtuoso offered over 40 percent more matched appointments between advisors and preferred partners.

At Virtuoso, attendees can choose from three networking formats. Matched appointments let participants submit preferences for who they’d like to meet, with a proprietary system pairing them to create curated, productive sessions. For those who prefer a more hands-off approach, assigned appointments provide a full pre-set schedule designed by Virtuoso, introducing connections they might not have sought out themselves. Finally, self-selected appointments remain available, giving attendees the flexibility to build and adjust their own schedules to fit their priorities.

Community Globetrotting

One of the networking formats I was most excited to experience was Community Globetrotting. These appointments spotlight the Virtuoso Communities—cruise, adventure, family, culinary, sustainability, wellness, and ultra-luxe travel. With booths themed by destinations, services such as luxury rail journeys, or travel products like bespoke luggage brands, Globetrotting creates an immersive environment where Virtuoso members and partners can discover new offerings.

It remains one of my favorite experiences because destinations often go above and beyond to curate the sights, sounds, and emotions travelers will encounter. For example, Middle Eastern countries like Saudi Arabia transport you instantly into the desert: booths adorned with rich carpets, intricate lanterns, and golden-hued fabrics evoke the vast dunes that stretch endlessly, shifting with the wind and embodying a sense of timeless wonder.

The team from Monaco is not to be outdone. Surrounded by sweeping images of the principality, I was reminded of its irresistible blend of glamour and Mediterranean charm, where pastel facades meet turquoise waters and opulent boulevards. Adding to the sensory experience, visitors are welcomed with the sweet taste of La Maison du Limoncello, a nod to Monaco’s refined culinary culture.

It’s no wonder the Community Globetrotting sessions are always a success—uniting creativity, engaging participants, and sparking partnerships that ultimately drive sales.

Press Program

The media networking session is part of Virtuoso’s dedicated press program, which hosted 60 journalists (including us) from nine countries. Out of 160 applicants from CEOs and executives, only 60 were selected to meet with the journalists to have conversations that could shape editorial coverage and lead to future collaborations. In just 3 hours and 8 minutes, we completed 20 high-impact meetings with brands like IHG Hotels, Luxury Slovenia, AmaWaterways or Explora Journeys.

Data-Driven Insights & Industry Trends

While the broader U.S. tourism sector has faced declines this year, Virtuoso painted a very different picture for luxury travel at its annual Travel Week. The outlook is not only resilient—it’s thriving. Virtuoso’s 2025 Global Luxury Traveler Report revealed that safety, shifting demographics, and evolving lifestyle preferences are reshaping the future of high-end travel.

A Market on the Rise

Luxury travel continues its upward climb in 2025, with sales up 12% year-over-year between January and June. Hotels are fueling much of that growth, surging 26% in the first half of the year and projected to reach 33% by year’s end. Cruises and tours remain equally strong, with 30% of U.S. luxury travelers planning to set sail within the next 12 months.

Why Travelers Rely on Advisors

For 75% of luxury travelers, safety remains the leading reason to work with a travel advisor. In an industry where reassurance and trust are paramount, this insight underscores the enduring value of personalized expertise over online booking platforms.

Seasonality and Generational Shifts

Travel seasons are shifting, too. Fall has emerged as the new “prime season,” with bookings up 30% and sales climbing 39% compared to last year. Generational differences also continue to shape the market: Gen Z and Millennials seek immersive, transformative experiences that emphasize culture and connection, while older travelers prefer comfort, curated itineraries, and specialized interests.

Emerging Themes and Trends

Sustainability is no longer an afterthought—it’s a priority. Sixty-four percent of luxury travelers now say they’re making eco-conscious decisions as part of their planning. Solo female travelers, particularly those over 65—the so-called Wander Women—are also driving mindful, responsible travel experiences. And climate concerns are steering new behaviors: “coolcations,” or escapes to cooler destinations, are becoming increasingly popular as travelers adapt to shifting weather patterns.

Jamaica Is Thriving

What stood out most at Virtuoso Travel Week wasn’t just the expansive data points or which new cruise line has the largest ship. It was a reminder that a strong tourism market has the power to drive economic development for communities—and, in my case, specifically Black communities.

For instance, in my conversation with Ryan Powell, CEO of andBeyond Kenya, we spoke about our shared belief that tourism should directly serve the communities we visit. Powell outlined plans to curate a trip for Black Executive Men, a private equity network with community impact at the core of its mission. A percentage of the costs from that journey would flow directly back into the local communities, creating both a transformative travel experience and tangible economic benefits.

Jamaica is also demonstrating how tourism can fuel national growth while investing in its people. The island is having a record-breaking year, generating $2.4 billion in tourism revenue already in 2024—and according to Angella Bennett, Regional Director of the Jamaica Tourist Board, they’re only getting started. “This has been a legacy year for Jamaica. We’re seeing organic growth fueled by significant investment,” she explains. “We’re ensuring every new build and investment benefits the Jamaican staff and workers, with hotels building homes.”

Air Canada has increased its capacity to Jamaica by 23%, adding two new nonstop routes and boosting service to Montego Bay’s Sangster International Airport. This winter alone will see 30,000 more seats, climbing from 293,000 to 327,000. The influx of flights is helping meet the surge of travelers drawn to Jamaica’s unique blend of cultural pride, hospitality, and innovation.

For Bennett, however, the numbers tell only part of the story. “We want the people of Jamaica to be part of this success,” she emphasizes, pointing to community-based initiatives as central to every new project. It’s an important reminder that tourism brings visitors  to a destination and can uplift the very communities that make the experience possible.

Exciting Partnerships

While I made many valuable connections, one that excites me just a bit more is with the Tourist & Engagement Director for Diriyah, Saudi Arabia. I’ve been fascinated with visiting since my last trip to the Middle East in 2019. Their Minister of Tourism is a regular on my LinkedIn feed, sharing exciting new travel updates, experiences, and events. Additionally, through the Saudi kingdom fund, they’re reportedly investing in the LeBron James and Maverick Carter international basketball league—a travel and sports story I couldn’t pass up.

This conference will directly shape our upcoming coverage of luxury travel. What I thought was not a space we could bring to our audience, I walked away from perhaps accepting and appreciating the vast number of opportunities to bring luxury travel to more Black readers and travelers—who, based on the data, are spending big on travel. We’re already planning press trips and content marketing campaigns with Jamaica, Barbados, Argentina, Monaco, Turks and Caicos, and several luxury hotels like IHG, Sereno, and others.

If you’re curious about luxury travel or leanring more about Virtuoso Travel Week, visit here.