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This study analyses and explores the origins of the concept of luxury tourism and its ongoing evolution. A focus group was chosen as the field research method to collect primary data, in order to explore and discuss the redefinition of the new luxury tourism in different complementary perspectives. The central outcomes point out that the concept of luxury tourism has changed over time. In recent years it has advanced more towards sustainability, and is perceived differently from different cultural characteristics, perspectives and contexts, depending on the type and profile of tourist. The main implications and suggestions for future advances and directions are discussed, and closing remarks related to sustainable luxury tourism in the outbreak post-COVID-19 are provided. [ABSTRACT FROM AUTHOR]