The Secret Travel Club Awards 2026

The results are in. After weeks of voting, the Secret Travel Club Awards 2026 winners have been decided by our followers on Instagram. These awards are our celebration of the world’s most beloved destinations, airlines, hotels, and travel experiences, all decided by our Instagram community. Our travel-savvy team carefully shortlisted the nominees, then, we handed the final decision over to you. So, without further ado, here is a round-up of your globe-trotting champions and the places setting the standard for travel this year.

BEST BEACH HOLIDAY DESTINATION

Winner: Mauritius

Famous for its powder-soft sands and sapphire lagoons, Mauritius continues to solidify its reputation as the jewel of the Indian Ocean. The island offers far more than just a standard coastal escape, from the iconic, dramatic backdrop of Le Morne Brabant to the picturesque shores of Belle Mare, the island’s coastline is the epitome of natural beauty. What truly sets Mauritius apart in the beach category is its commitment to immersive experiences. Travellers can pivot from a morning of world-class kitesurfing to an afternoon exploring the "underwater waterfall" illusion.

Other Nominees: Indonesia, Philippines and Seychelles

BEST SKIING DESTINATION

Winner: Switzerland

Switzerland is home to some of the world’s most breathtaking alpine scenery and delivers an exceptional ski experience. From the legendary slopes of Zermatt beneath the Matterhorn to the luxury of St. Moritz and Verbier, expect immaculate pistes, charming mountain villages, and world-class hospitality throughout the season, Switzerland leads the way for snow lovers.

Other Nominees: France, Italy and United States

BEST ADVENTURE DESTINATION

Winner: New Zealand

With a reputation as the world’s ultimate playground, New Zealand continues to set the gold standard for thrill-seekers and nature lovers alike. From the adrenaline-fueled peaks of Queenstown—the unofficial adventure capital of the world—to the rugged, ancient landscapes of Fiordland National Park, the country offers an unparalleled variety of experiences. Whether it's navigating the world’s first uphill zip-line at the Christchurch Adventure Park, white-water rafting down the Tongariro River, or embarking on a heli-hike across the majestic Franz Josef Glacier, New Zealand blends heart-pounding excitement with a deep commitment to kaitiakitanga, the Māori term for guardianship and protection of the natural environment.

Other Nominees: Australia, Costa Rica and United States

BEST HOTEL BRAND

Winner: Marriott

With a footprint that spans over 140 countries, the Marriott group continues to redefine the modern travel experience. From the timeless glamour and legendary service of The Ritz-Carlton to the modern, design-forward innovation of EDITION, Marriott has mastered the art of catering to many different groups of travellers. The brand's dominance is further solidified by the high-energy lifestyle of W Hotels, the serenity of JW Marriott, and the charm of The Luxury Collection.

Other Nominees: Accor, Four Seasons and Shangri-La

BEST BOUTIQUE HOTEL BRAND

Winner: Aman

Aman has long been the gold standard for those seeking ultimate privacy and understated elegance. From the serene, minimalist pavilions of Aman Tokyo perched high above the city to the desert beauty of Amangiri in Utah, every property is designed to feel like a private home rather than a commercial hotel. Whether you’re staying in a restored Venetian palazzo or a remote tented camp in the jungle, the vibe is always relaxed and incredibly private. It’s this focus on peace and high-quality simplicity that keeps it at the top of the boutique world.

Other Nominees: Auberge, Capella and Relais & Châteaux

BEST CRUISE LINE

Winner: Celebrity Cruises

With over 600 sailings visiting more than 280 destinations in over 70 countries, Celebrity’s reach is truly global. They are one of the few lines that actually touch all seven continents, meaning you can pivot from the icy glaciers of Antarctica to the bustling street markets of Southeast Asia. By moving away from the typical "big ship" cliches, Celebrity Cruises has carved out a space as the leader in premium, modern travel at sea. What makes Celebrity stand out isn't just the flashy architecture, but the "relaxed luxury" atmosphere on board. With the recent launch of Celebrity Xcel, the brand has upped the ante again with new concepts like The Bazaar and the Celebrity Pool Club.

Other Nominees: Cunard, Disney Cruise Line and Seabourn Cruises

BEST CULTURAL DESTINATION

Winner: Cambodia

While the sunrise over Angkor Wat remains a bucket-list rite of passage, the country’s appeal in 2026 lies in its incredible depth and resilience. Travellers are increasingly heading beyond the main gates to explore the remote ruins of Koh Ker and Preah Vihear, or taking in the moving history of Phnom Penh. With its welcoming hospitality and a growing focus on community-based tourism—where you can stay in stilted village houses or visit world-renowned silk farms, Cambodia offers a spiritual, historical and authentic experience.

Other Nominees: China, India and Peru

BEST TOURIST ATTRACTION

Winner: Machu Picchu (Peru)

With the recent launch of ten new colour-coded circuits, the "Lost City" has successfully tackled crowded bottlenecks for a more organised, immersive flow. Whether you're taking the high-mountain route for that classic postcard view or exploring the newly opened Eastern Terraces, the experience feels more like a journey through history rather than just a quick photo op. Peru has introduced a strict plan that balances the demand with conservation, ensuring the granite walls and surrounding cloud forests are protected for the long term.

Other Nominees: Acropolis of Athens (Greece), Angkor Wat (Cambodia) and Taj Mahal (India)

BEST CULTURAL CITY

Winner: Kyoto (Japan)

As Japan’s spiritual and historic heart, Kyoto earns its place as the premier cultural city by offering a connection to over a thousand years of tradition. The city is a masterpiece of preservation, where ancient Zen gardens and traditional tearooms sit tucked between modern neighbourhoods. You can experience the timeless beauty of Kinkaku-ji (Golden Pavilion) reflecting in its pond, or wander through the thousands of red torii gates at Fushimi Inari Taisha.

Other Nominees: Athens (Greece), Beijing (China) and Rome (Italy)

BEST HONEYMOON DESTINATION

Winner: Mauritius

With its beautiful beaches, dramatic volcanic peaks, and turquoise lagoons, Mauritius offers the perfect romantic landscape. It’s a destination where you can experience a champagne sunset cruise, a private dinner under the stars, spend a lazy morning in a secluded beachfront villa to an afternoon or explore the forests of the Black River Gorges. Whether you’re looking to unwind with world-class spa treatments or seek adventure by snorkelling in crystal-clear marine parks, the island provides a perfect, intimate sanctuary. Mauritius is the place we have booked the most for honeymoons, proving itself time and again as the ultimate choice for couples starting their new chapter together.

Other Nominees: Maldives, Saint Lucia and Seychelles

BEST SAFARI DESTINATION

Winner: South Africa

South Africa sets a high bar as the world’s premier safari destination, offering a wildlife experience that is accessible and breathtaking. Unlike anywhere else, it provides the rare opportunity to witness the Big Five within vast, world-renowned reserves like the Kruger National Park. The sheer diversity of the landscape—from the beauty of the Kalahari to the plains of the Sabi Sands, makes every game drive feels like a new discovery. What truly distinguishes a South African safari, however, is the unrivalled quantity of quality lodges. Here, "roughing it" is a foreign concept; instead, you’ll find masterpieces tucked into the wilderness that bring the bush right to your bedside. With expert trackers who possess an incredible ability to find elusive leopards and a commitment to conservation that runs deep, South Africa offers a special connection to the natural world without ever compromising.

Other Nominees: Botswana, Kenya and Tanzania

BEST SAFARI LODGE

Winner: Duba Plains (Botswana)

Deep in the heart of the Okavango Delta, Duba Plains Camp offers a level of intimacy and glamour that is increasingly rare. Designed by National Geographic filmmakers Dereck and Beverly Joubert, the camp feels less like a hotel and more like a private 1920s sanctuary, with only five bespoke tented suites that "float" above the floodplains on recycled railway sleepers. Each suite features private plunge pools, leather-bound trunks, and wrap-around decks that give visitors a front-row seat to one of Africa’s most dramatic wildlife theaters. Duba Plains has exclusive access to its 33,000-hectare private concession, a landscape famous for lion and buffalo encounters and rare sightings of red lechwe.

Other Nominees: Aman-i-khas (India), Loisaba Tented Camp (Kenya) and Londolozi Game Reserve (South Africa)

BEST EUROPEAN DESTINATION

Winner: Italy

Italy’s recognition as the best European destination comes as no surprise, every street in the country seems to lead to either a breathtaking view or a culinary revelation. The Amalfi Coast remains the crown jewel of the Mediterranean, where towns like Positano and Ravello cling to dramatic cliffs above turquoise waters. Further inland, the architectural masterpieces of Florence, Rome and Siena take centrestage. The experience is anchored by a food culture that is arguably the finest in the world. While Bologna, serves as the country’s gastronomic heart with its rich ragùs and handmade tortellini, every region offers its own masterpiece.

Other Nominees: Greece, Portugal and Spain

BEST CITY BREAK

Winner: Lisbon (Portugal)

Lisbon's appeals lies in its unique ability to feel both grandly historic and cool. Perched on seven hills overlooking the Tagus River, the city is home to spectacular viewpoints like Portas do Sol and Senhora do Monte that offer panoramic vistas of terracotta rooftops. The food scene is a major part of the draw, centred around the legendary Pastel de Nata from Belém and fresh seafood, from grilled sardines to salt-cod (bacalhau). Between the iconic yellow trams passing through districts like Chiado and Bairro Alto, the world-class museums, and the easy access to the fairytale palaces of Sintra, Lisbon provides a depth of options that makes it the perfect, high-energy yet soulful escape for anyone looking for a weekend escape.

Other Nominees: Berlin (Germany), Paris (France) and Prague (Czechia)

BEST HOTEL IN EUROPE

Winner: The Savoy (London, UK)

A British institution that has defined luxury since 1889 has proved that a true legend only gets better with age. Situated on the Northbank of the Thames, it remains the only hotel in London where you can arrive via the UK’s only right-hand traffic driveway before stepping into a world of Edwardian elegance. The hotel is currently undergoing a multi-million-pound refurbishment to ensure its 267 rooms and suites, including the river-view suites that look out over the London Eye and Big Ben. It was the first hotel in Britain to feature electric lights and en-suite bathrooms as it continues to lead the way today.

Other Nominees: Badrutt's Palace (Switzerland), Hotel Il Pellicano (Italy) and The Yeatman Hotel (Portugal)

BEST ASIAN DESTINATION

Winner: Japan

Japan has been crowned this year’s best Asian destination, and it’s easy to see why it continues to top the charts. It is a country of beautiful diversity, where you can spend the morning in a silent temple in Kyoto and the evening under the blinding neon lights of Tokyo. The scenery is just as diverse, from the iconic peak of Mount Fuji to the bamboo forests of Arashiyama and the historic, winding streets of Nara. Japan is a place where "street food" is an art form, from steaming bowls of ramen in a hidden alleyway, buttery wagyu in Osaka, or fresh sushi from a coastal market. It's the ultimate destination for those who want a trip that is visually stunning, and undeniably delicious

Other Nominees: India, Thailand and Vietnam

BEST ASIAN CITY

Winner: Tokyo (Japan)

Often described as a "city of cities," Tokyo is a place that manages to be a high-functioning megacity while feeling human and welcoming. The culinary scene remains the city's heartbeat, boasting more Michelin stars than anywhere else, yet it’s the "low-stakes" dining that often leaves the biggest impression. It’s a place that manages to be a high-functioning megacity while feeling incredibly human and welcoming. Whether you’re exploring the traditional craft shops of Asakusa, walking through the forested grounds of Meiji Jingu, navigating the neon-lit sensory overload of Shibuya Crossing or wandering through the cutting-edge digital art at teamLab Borderless, Tokyo offers endless opportunities for visitors.

Other Nominees: Bangkok (Thailand), Hanoi (Vietnam) and Seoul (South Korea)

BEST HOTEL IN ASIA

Winner: Buahan, A Banyan Escape (Bali, Indonesia)

Stripping away the traditional boundaries of luxury, Buahan is tucked away in a remote highland enclave of Bali, where it has become famous for its "no walls, no doors" concept. Here, your living space is completely open to the elements, allowing the sights and sounds of the Balinese jungle and the misty peaks of the seven mountains in the distance. The resort’s commitment to "slow life" is felt in every detail, from the zero-waste, farm-to-table cuisine at The Open Kitchen to the traditional healing rituals at the Toja Spa. With just 16 private pool villas crafted from reclaimed ironwood, Buahan feels less like a hotel and more like a secret sanctuary.

Other Nominees: Capella Bangkok (Thailand), Six Senses Laamu (Maldives) and The Mitsui Kyoto (Japan)

BEST AFRICAN DESTINATION

Winner: South Africa

From the scenic Garden Route to the historic streets of Johannesburg, South Africa offers a rich, layered experience that goes far beyond the typical holiday. While the wildlife is world-renowned, the country’s cities and landscapes are equally compelling. Cape Town, often called the "Mother City," continues to rise in popularity with its iconic silhouette of Table Mountain and the nearby sprawling vineyards of the Cape Winelands. South Africa offers high-energy exploration alongside some of the planet’s most breathtaking natural wonders making it a definitive choice for the continent’s top honour.

Other Nominees: Kenya, Mauritius and Tanzania

BEST AFRICAN CITY

Winner: Cape Town (South Africa)

Cape Town is one of the few places on earth where a city centre is situated between a world-wonder mountain range and two colliding oceans. The city invites you to be active, whether you're hiking up Table Mountain for a 360-degree sunrise or heading to Boulders Beach to hang out with the resident colony of African penguins.What makes Cape Town stand out isn't just the views, but the infectious energy of its people. You can spend a morning browsing the markets of The Old Biscuit Mill, an afternoon wine-tasting in the nearby valley of Constantia, and an evening watching the sunset from the lively V&A Waterfront.

Other Nominees: Hurghada (Egypt), Nairobi (Kenya) and Rabat (Morocco)

BEST HOTEL IN AFRICA

Winner: One&Only Cape Town (South Africa)

Set in the heart of the V&A Waterfront, the hotel acts as a island sanctuary, offering the most iconic views of Table Mountain found anywhere in the city. After a recent extensive redesign, the rooms and suites now reflect the cool, earthy tones of the surrounding landscape. It is home to the only Nobu in Africa, in which world-class Japanese-Peruvian fuses with local Cape seafood. The hotel also has a spa situated on its own private island. It’s more than just a place to stay; it is a glamorous, peaceful gateway to the very best of the Mother City.

Other Nominees: Kempinski Seychelles, Royal Mansour (Morocco) and Shangri-La Le Touessrok (Mauritius)

BEST NORTH AMERICAN DESTINATION

Winner: United States

The United States feels like several continents rolled into one; you can start your journey among the neon-lit skyscrapers of New York City or the political monuments of Washington, D.C., and quickly find yourself at the majestic Grand Canyon or the wonderlands of Yellowstone. The draw of the U.S. lies in its iconic road-trip culture and its world-class protected wilderness. From the rugged, wild frontiers of Alaska to the sun-soaked, theme-park thrills of Orlando, the country remains the global leader in entertainment and attractions.

Other Nominees: Canada, Costa Rica and Mexico

BEST NORTH AMERICAN CITY

Winner: New York City (United States)

New York City is driven by a relentless, electric energy and more than lives up to it's famous "city that never sleeps" tagline. This is very much personified in Times Square, which is the epicentre of the city's energy, standing under the massive digital billboards is a rite of passage . Central Park gives visitors a chance to you can escape the noise and wander through 843 acres of paths and meadows. New York is renowned for its famous culinary scene, where the "real" New York is best tasted at local institutions like Katz’s Delicatessen, famous for its massive pastrami sandwiches, or with a classic, late-night thin-crust slice from the legendary Joe’s Pizza in Greenwich Village.

BEST HOTEL IN NORTH AMERICA

Winner: Bellagio (Las Vegas, United States)

The Bellagio remains the crown jewel of the Las Vegas Strip, blending European luxury with the high-stakes excitement of the desert. Its iconic eight-acre lake where the Fountains of Bellagio perform a choreographed dance of water, light, and music, draws crowds from across the globe to the resort’s front door. Inside the hotel you will find the breathtaking Conservatory & Botanical Gardens, which transforms every season into a floral masterpiece, and the stunning glass ceiling of the lobby is decorated with colourful blossoms. From its lively casino floor and the artistry of "O" by Cirque du Soleil to its refined Michelin-starred dining, the resort offers a truly immersive luxury experience.

Other Nominees: Chablé Yucatán (Mexico), Fairmont Le Château Frontenac (Canada) and Hermitage Bay (Antigua and Barbuda)

BEST SOUTH AMERICAN DESTINATION

Winner: Argentina

Argentina attracts visitors with a stunning geographical diversity that stretches from the subtropical heat of the north to the glacial wonders of the south. In Buenos Aires you can experience the passion of the birthplace of the tango and eat at world-class steakhouses, while the colourful streets of La Boca and the historic Recoleta offer an escape. Beyond the capital, the country’s natural drama features the breathtaking Iguazú Falls, the high-altitude vineyards of Mendoza’s wine country, and the jagged peaks of Patagonia. Whether trekking across the cracks of the Perito Moreno Glacier or exploring the rugged beauty of the Andean northwest, visitors find a country defined by large horizons and a welcoming culture that makes every journey feel like an adventure.

Other Nominees: Brazil, Colombia and Peru

BEST SOUTH AMERICAN CITY

Winner: Rio De Janeiro (Brazil)

Rio de Janeiro is defined by the iconic silhouette of Christ the Redeemer atop Corcovado and the soaring peaks of Sugarloaf Mountain, the city offers a visual spectacle that is unmatched in the Southern Hemisphere. Its world-renowned coastline, stretching from the golden sands of Copacabana to the sun-drenched shores of Ipanema, serves as the heart of Rio’s social life, where beach culture and bossa nova beats come together for a daily celebration. Beyond the shoreline, the city pulses with an electric festive energy, most notably during the world’s largest Carnival, but also throughout the year in the samba-fueled dance halls of Lapa and the colourful street art of Santa Teresa.

Other Nominees: Buenos Aires (Argentina), Cartagena (Colombia) and Cusco (Peru)

BEST HOTEL IN SOUTH AMERICA

Winner: Hotel das Cataratas (Foz do Iguaçu, Brazil)

As the only resort situated inside Brazil's Iguassu National Park, Hotel das Cataratas offers an unparalleled experience defined by its exclusive proximity to one of the world’s most breathtaking natural wonders. This pastel-pink gem allows guests the rare privilege of wandering the forest paths at dawn and dusk, witnessing the power of the Iguazu Falls long after the park has closed to the general public. The interior of the hotel reflects a timeless luxury, featuring traditional Portuguese tiles, dark wood furnishings, and beautiful tropical gardens that echo the surrounding Atlantic Rainforest.

Other Nominees: Arakur Ushuaia (Argentina), Monasterio (Peru) and Sofitel Legend Santa Clara (Colombia)

BEST MIDDLE EASTERN DESTINATION

Winner: United Arab Emirates

It is important to note that the voting for this distinction took place before the recent outbreak of tensions in the broader region. As we celebrate the UAE's unique appeal, we wish for a swift end to the conflict and prioritise the safety of all those living in the area and hold onto the hope that peaceful travel can resume in the near future. The United Arab Emirates continues to be a premier global gateway, seamlessly blending visionary futurism with deep-rooted Arabian heritage. From the gravity-defying height of the Burj Khalifa and the other architectural marvels of Dubai to the cultural treasures of Abu Dhabi’s Louvre, the country offers a diverse landscape of luxury, innovation, and vast desert dunes ideal for adrenaline junkies.

Other Nominees: Oman, Qatar and Saudi Arabia

BEST MIDDLE EASTERN CITY

Winner: Dubai (United Arab Emirates)

Dubai is a dazzling desert metropolis that has redefined the modern skyline with its bold architectural ambition and a lifestyle that fuses ultra-luxury with traditional Emirati roots. At the heart of its high-energy vibe is the Burj Khalifa, the world's tallest building, which overlooks the expansive Dubai Mall, a destination in its own right that offers everything from high-end fashion to a massive indoor aquarium. The city's push toward the future is visible in landmarks like The Museum of the Future, while its iconic coastline is shaped by engineering marvels like the Palm Jumeirah. It is important to note again that the voting for this distinction took place before the recent outbreak of tensions in the broader region; as we celebrate the city's unique appeal, we wish for a swift end to the conflict and prioritise the safety of all those living in the area.

Other Nominees: Abu Dhabi (UAE), Doha (Qatar) and Petra (Jordan)

BEST HOTEL IN MIDDLE EAST

Winner: Banyan Tree Dubai (United Arab Emirates)

The Banyan Tree Dubai has swiftly cemented its status as a crown jewel of regional hospitality, since its debut on Bluewaters Island, the resort has redefined the "Dubai escape" by substituting traditional glitz for its signature "sanctuary for the senses" philosophy. By integrating 500 meters of private beachfront with world-class wellness facilities and beautiful Asian-inspired greenery, the property offers a rare sense of peacefulness despite its proximity to the city's lively pulse.

Other Nominees: Bvlgari Resort Dubai (UAE), Our Habitas AlUla (Saudi Arabia) and Raffles Doha (Qatar)

BEST DESTINATION IN OCEANIA

Winner: New Zealand

New Zealand has developed an unrivalled reputation as a premier global hub for adventure travel. New Zealand's tourism board is committed to the Tiaki Promise of sustainable travel and the deep-rooted connection of Māori hospitality. While Oceania is packed with stunning island escapes, New Zealand stands out by offering a "best of both worlds" experiences, from the alpine landscapes of the South Island to the geothermal wonders of the North. By consistently delivering world-class hospitality and pristine wilderness, New Zealand maintains its edge over its Pacific neighbours, proving that its unique blend of manaakitanga (hospitality) and breathtaking scenery remains the gold standard for the region

Other Nominees: Australia, Fiji and French Polynesia

BEST CITY IN OCEANIA

Winner: Sydney (Australia)

While it has always relied on its icons like the Opera House and the Harbour Bridge, the city has evolved beyond its famous skyline. Sydney provides a rare combination of a high-energy, global business hub and a laid-back coastal lifestyle, where you can grab a world-class coffee in the CBD and be surfing at Bondi twenty minutes later. It remains the gateway to the Pacific, proving that a city can be a sprawling metropolis and a breezy beach town all at the same time.

Other Nominees: Cairns, Melbourne and Perth

BEST HOTEL IN OCEANIA

Winner: Four Seasons Bora Bora (French Polynesia)

While the region is full of stunning overwater bungalows, this property feels like a private island escape rather than a standard hotel. Set against the dramatic backdrop of Mount Otemanu, the resort has managed to stay ahead of newer competitors by leaning into its large private lagoon sanctuary and a genuine commitment to marine conservation. Its recent refurbishments have kept the aesthetic fresh and modern without losing its traditional Polynesian charm.

Other Nominees: Huka Lodge (New Zealand), Le Taha'a (French Polynesia) and Park Hyatt Sydney (Australia)

BEST LONG HAUL AIRLINE

Winner: Singapore Airlines

While other carriers often trade on flashy gimmicks, Singapore Airlines has stayed at the top by mastering the fundamentals: consistent seat comfort, a massive entertainment library, and cabin service that is widely considered the gold standard of the industry. Singapore Airlines offer specialised cabin lighting, wellness-focused menus, and a Premium Economy that actually feels premium. By managing to make a gruelling journey across half the globe feel like a genuinely high-end experience rather than an endurance test, they’ve proven that reliability and attention to detail are still the ultimate luxuries in the sky.

Other Nominees: Cathay Pacific, Emirates and Qatar Airways

BEST SHORT HAUL AIRLINE

Winner: SwissAir

While many European carriers have pivoted toward a "low-cost" model for short distances, SWISS has maintained its edge by doubling down on efficiency and that signature Swiss hospitality. In an era of European flight delays, SWISS typically maintains a reputation for precision and getting the timing right. Whether it’s the ease of their Zurich hub, the quality of their onboard "Swiss Saveurs" menu, or the simple tradition of handing out Swiss chocolate before landing, they’ve managed to make short-haul travel feel less like a bus ride and more like a curated service.

Other Nominees: Air France, Lufthansa and Turkish Airlines

BEST AIRPORT

Winner: Singapore Changi

Changi remains the undisputed leader by treating the airport as a destination in itself. The Jewel, it's retail and nature complex feature the Rain Vortex, the world's tallest indoor waterfall. The airport contains unmatched amenities, you can wander through butterfly gardens, catch a free movie between long-haul flights, swim in rooftop pools, cure jet lag in a snooze lounges or experience some world-class dining. They never sit still; Changi is constantly piloting new biometric technology to make security and immigration feel invisible.

Other Nominees: Doha Hamad, Seoul Incheon and Tokyo Haneda

BEST CULINARY DESTINATION

Winner: Italy

The appeal of Italian food lies in its regional pride. Whether it’s the rich, buttery pastas of Emilia-Romagna or the simple, world-class pizza of Naples, the focus is always on high-quality, seasonal ingredients. It's not just the food; it's the experience, it's about the long lunches, the Aperitivo culture, and the idea that a meal is a social event. By keeping things authentic and resisting the urge to over-commercialise its food culture, it remains a hot spot for food connoisseurs.

Other Nominees: Japan, Peru and United States

BEST SHOPPING DESTINATION

Winner: Tokyo (Japan)

While the city has its share of high-end Ginza boutiques, its real strength lies in how accessible it has become. Between a favourable exchange rate and the variety of retail levels, Tokyo has mastered "smart luxury." It’s a city where you can deck out a wardrobe at a massive, multi-story Uniqlo flagship for significantly less than anywhere else in the world, then head over to Shinjuku to dive into the legendary second-hand handbag market. The vintage scene here is essentially the gold standard; because of Japan’s strict laws against counterfeits and a cultural obsession with keeping items in mint condition, you can get "pre-loved" Chanel or Hermès bags that look brand new but at a fraction of the original cost.

Other Nominees: Dubai (UAE), New York City (USA) and Paris (France)

BEST GOLFING DESTINATION

Winner: Scotland

For many golfers, a trip to Scotland is a pilgrimage, the country has leaned into its "wild and rugged" aesthetic to attract a younger, more adventurous generation of players. It isn't just about the "Holy Grail" of the Old Course at St Andrews or the championship pedigree of Carnoustie; it’s about the sheer amount of world-class links courses. Scotland remains unique because you can play a historic, community-owned course for under £50 or go all-out at a five-star resort like Gleneagles. The views from Scotland’s top courses are often the highlight of the round, whether you’re standing on an elevated tee or looking out across the North Sea, the scenery is as much a part of the experience as the golf itself.

Other Nominees: Ireland, Spain and United States