Cairo Mastercard Economics Institute Highlights the Surging Influence of Wellness, Nature, and Culinary Travel on EEMEA Tourism Here’s All You Need to Know

The Global Travel Insights Revealed by Mastercard’s Economics Institute

In the Travel Trends 2025 report by Mastercard Economics Institute, it was revealed that travel choices are significantly influenced by consumer desires for meaningful experiences. Emerging destinations are now attracting travelers who seek more than just traditional vacation spots. From Namibia’s wellness retreats to Istanbul’s food scene, the travel industry is evolving with a focus on purposeful travel experiences.

Key Regional Trends: EEMEA’s Growing Influence on Global Travel

The report provides deep insights into travel patterns across Eastern Europe, the Middle East, and Africa (EEMEA). It shows that destinations in this region are increasingly shaping travel decisions with unique attractions and experiences.

• Nature-Based Travel: South Africa and Zambia dominate as leaders in national park tourism, with South Africa leading at 23.3% of total cross-border spending in 2024. This rise in eco-tourism and nature-focused travel fuels the global appeal of these regions for travelers seeking adventure and natural beauty.
• Culinary Travel: Among food lovers, Istanbul is emerging as a global culinary hotspot. Hosting tourists from 67 countries, it tops the list of globalized foodie cities, followed by Doha, Dubai, Marrakech, and Cape Town. These cities are drawing culinary tourists who appreciate not just great food but also rich cultural experiences.
• Wellness Travel: Africa is making strides in wellness tourism, with destinations like Namibia, South Africa, and Botswana leading the charge. Wellness centers, eco-lodges, and nature retreats are becoming increasingly popular. In fact, Kenya’s rise in the Wellness Travel Index (WTI) suggests it is rapidly becoming a sought-after destination for those pursuing rejuvenation and self-care in serene environments.

Rising Tourism in Saudi Arabia: New Opportunities for Global Travelers

Saudi Arabia has implemented several reforms that are transforming its tourism sector. As a result, Jeddah and Riyadh have seen significant increases in passenger traffic in 2024 compared to 2019. The government’s efforts to diversify its economy and invest in tourism infrastructure are positioning the country as a promising leisure hub. Notably, massive projects in Saudi Arabia are driving both business and leisure tourism, enhancing its appeal as an emerging destination in the region.

The Global Shift: Sports and Currency Influence on Travel

The global travel landscape is also being influenced by sports tourism. For example, the 2024 Champions League Final in London saw a notable increase in spending among fans, with German tourists contributing a 61% year-on-year (YOY) increase, while Spanish visitors spent 148% more. These figures indicate that sports events are increasingly becoming global hubs for tourism, where fans celebrate their team’s victory through substantial travel and spending.

Currency fluctuations are also reshaping travel patterns. The depreciation of the Japanese Yen (JPY) in 2024 led to a slight increase in Chinese tourists visiting Japan. On the other hand, visitors from New Zealand and the United States only showed a minimal increase in response to currency shifts. This highlights the varying impacts that currency changes have on travel decisions across different regions.

Mastercard’s Role in Shaping the Future of Global Travel

Mastercard continues to support the growth of the global tourism sector through data-driven insights and market analysis. By helping businesses and destinations better understand evolving consumer trends, Mastercard is contributing to the development of a more connected and resilient global travel industry. This is especially crucial as the tourism landscape in the EEMEA region continues to grow and diversify, providing new opportunities for both travelers and investors.

Global Impact of Emerging Travel Trends

These shifting travel patterns have significant implications for the broader travel industry. The rise of eco-tourism, culinary adventures, wellness retreats, and the influence of sports tourism will likely lead to a more dynamic and diversified travel market. As travelers increasingly seek meaningful experiences, destinations that can offer unique, purpose-driven travel experiences are set to benefit.

With the growing popularity of regions like Eastern Europe, the Middle East, and Africa, the global tourism map is changing. Travelers are moving beyond the traditional hotspots, seeking new and authentic experiences. The impact on the travel industry will be profound, as businesses and destinations evolve to meet the demands of a more diverse and experience-driven traveler base.