Wellness, nature-based retreats, and culinary adventures are driving a sharp rise in travel across Eastern Europe, the Middle East, and Africa (EEMEA), according to Mastercard Economics Institute’s Travel Trends 2025 report.
The study reveals that travellers are increasingly motivated by purpose and passion — seeking rejuvenating, immersive experiences over traditional sightseeing. The report, which tracks global consumer spending, underscores a continued transformation in the EEMEA tourism landscape — where destinations like Namibia, Istanbul, and Riyadh are outperforming based on their unique offerings. “Tourism remains an important driver for growth and diversification in the EEMEA region,” said Khatija Haque, Chief Economist for EEMEA at Mastercard Economics Institute. “And while economic and geopolitical drivers do impact travel choices, the desire for meaningful experiences still leads many decisions,” Haque added.
Here are some key trends in the EEMEA travel landscape:
Wellness in the Wild
Africa continues its rise as a wellness travel leader. Mastercard’s proprietary Wellness Travel Index (WTI) highlights Namibia, South Africa, and Botswana as top destinations for spa-style, nature-based retreats and immersive eco-lodges. Kenya is also climbing the ranks with increasing wellness-focused tourism infrastructure.
Nature-Fueled Adventures
South Africa and Zambia recorded the highest national park spending as a share of cross-border tourist expenditure in 2024 — 23.3% and 15.5%, respectively — underscoring how natural reserves remain economic engines in the region.
Culinary Crossroads
Istanbul leads as a globalised foodie capital, with the average restaurant serving guests from 67 different nationalities in 2024. Cities like Doha, Dubai, Marrakech, and Cape Town also scored high for combining gastronomy with cultural richness.
Leisure in Saudi Arabia
Reforms easing visa access and massive tourism investments have made Saudi Arabia’s Jeddah and Riyadh emerging hotspots. With infrastructure projects linked to Vision 2030, the Kingdom is repositioning itself as a regional leisure and business destination.
Shift in Business Travel Patterns
While business travel remains largely regional due to hybrid work models and geopolitical uncertainty, the EEMEA region is seeing increased spend from UK-based businesses — reflecting a shift in corporate travel budgets away from traditional markets.
