Riyadh, Saudi Arabia – May 13, 2025: The Mastercard Economics Institute (MEI) has unveiled its Travel Trends 2025 report, offering a data-driven look at the evolving travel preferences of consumers in Eastern Europe, the Middle East, and Africa (EEMEA). As the world continues to adapt to changing economic and social dynamics, travelers in this region are seeking meaningful experiences that prioritize wellness, nature, and culinary exploration.

The Travel Trends 2025 report reveals that travelers in the EEMEA region are moving beyond traditional tourist destinations, favoring immersive experiences that connect them with nature, well-being, and authentic cuisine.

1. Nature-Fueled Adventures

Nature remains a top priority for EEMEA travelers, with South Africa and Zambia leading in cross-border spending within national park areas. South Africa recorded 23.3% of total cross-border spending in national parks, while Zambia followed with 15.5%. This highlights the region’s commitment to eco-tourism and sustainable travel experiences.

2. Culinary Crossroads: Global Foodie Destinations

Istanbul has been named the top globalized foodie city in the EEMEA region, with restaurants welcoming tourists from 67 different countries in 2024. Other notable culinary destinations include:

  • Doha – Blending Middle Eastern flavors with international cuisine.
  • Dubai – Offering a wide range of global dining options in a cosmopolitan setting.
  • Marrakech – Known for its traditional Moroccan dishes and vibrant street food.
  • Cape Town – Celebrated for its diverse cuisine influenced by African, Dutch, and Asian flavors.

3. Wellness in the Wild: Africa’s Rising Wellness Tourism

Africa is emerging as a leader in wellness-centered travel, driven by the region’s stunning natural landscapes and rejuvenating experiences. According to the Wellness Travel Index (WTI), Namibia, South Africa, and Botswana are among the top destinations for wellness travelers seeking spa retreats, nature-based therapies, and eco-lodges.

  • Namibia – Known for its luxury wellness resorts set in serene desert landscapes.
  • South Africa – Offering a mix of mountain retreats, coastal wellness centers, and nature-infused experiences.
  • Botswana – Famed for its luxury safari lodges that blend wellness with adventure.

4. Saudi Arabia: A Rising Leisure and Business Hub

Saudi Arabia has experienced significant growth in passenger traffic to Jeddah and Riyadh, driven by recent travel reforms and massive investments in tourism infrastructure. The Kingdom’s Vision 2030 initiative continues to transform it into a global leisure destination, attracting both tourists and business travelers.

5. Regional Business Travel Preferences

Business travelers in the EEMEA region continue to prefer destinations closer to home, driven by hybrid work models and regional connections. However, the report also highlights a shift among UK businesses, which are increasingly spending their travel budgets in EEMEA countries rather than within Europe.

Saudi Arabia, South Africa, and Istanbul Lead Travel Growth

The Travel Trends 2025 report also identifies standout destinations in the EEMEA region that are capturing the attention of global travelers:

  • Saudi Arabia: Rapidly growing as a leisure destination, supported by major tourism projects and cultural attractions.
  • South Africa: Leading in nature-based tourism with world-renowned national parks and wellness retreats.
  • Istanbul: A global culinary hotspot with a diverse range of food experiences.

Khatija Haque, Chief Economist EEMEA at Mastercard Economics Institute, commented:

“Tourism remains an important driver for growth and diversification in the EEMEA region. The natural beauty, culinary variety, and special experiences across Africa, the Middle East, and Eastern Europe are held in high regard by travelers. Our report highlights how countries are capturing the attention of travelers seeking more than just a change of scene.”

The Future of EEMEA Travel: Purpose-Driven Journeys

As the EEMEA region continues to evolve as a global travel destination, wellness, nature, and culinary experiences are expected to remain at the forefront of travel trends. Countries that invest in sustainable tourism, cultural experiences, and wellness-focused offerings are well-positioned to attract a growing number of international visitors.

To explore the full Travel Trends 2025 report and other insights from the Mastercard Economics Institute, visit the official Mastercard website.