We’re almost halfway through the year, and the passions and purposes motivating travellers are well and truly taking shape.
That is, according to The Mastercard Economic Institute (MEI) which analysed consumer spending to determine key trends driving the travel industry – particularly in the Middle East – this year.
While earlier this year, American Express predicted nostalgia and family will motivate travellers in 2025, and Hilton anticipated adventure and high-tech to lead traveller decision-making, MEI has found wellness and nature to be key drivers for travellers.
According to MEI’s report, travellers are increasingly exploring wellness retreats, enjoying culinary experiences and visiting leisure hubs in countries such as Turkey and Saudi Arabia.
“Tourism remains an important driver for growth and diversification in the EEMEA region, and it’s great to see that the natural beauty, culinary variety and special experiences across Africa, the Middle East and Eastern Europe, are held in such high regard by travellers,” said Khatija Haque, chief economist EEMEA, Mastercard Economics Institute.
“And while economic and geopolitical drivers do impact the decision of where to go, the desire for meaningful experiences still drives a big part of our travel decisions.”
Let’s take a closer look at the some of the trends MEI has flagged for the travel industry in 2025:
Outdoor adventures
We’re all tired of sitting behind a desk and spending the majority of our lives indoors! There’s a drive to get outside and see nature in all its glory, and it’s happening more-so this year.
MEI analysed major national parks to see how commerce in the area is contributing to overall tourist expenditures, and they found established wilderness giants such as South Africa and Zambia had the highest national park spending as a share of total cross-border, 23.3% and 15.5% in 2024, respectively.
Eating around the world
There’s a reason more online content creators are leaning towards videos that capture culinary dishes from around the world – and it’s because people have an increasing interest in treating their pallets to exotic food and meals.
According to MEI, Istanbul topped the list of globalised foodie cities with its median restaurant hosting tourists from 67 different countries in 2024. Doha, Dubai, Marrakech and Cape Town are also on the list with diverse culinary experiences alongside their rich cultural attractions.
Discovering once barred destinations
Countries like Saudi Arabia are becoming easier for tourists to access, and they’re taking advantage of that accessibility.
MEI found that the recent reforms and social advancements (including Saudi Arabia’s first all-female bar staff) in the Kingdom has spurred a rise in tourism to cities such as Jeddah and Riyadh. This should come as no surprise given that Saudi Arabia met its 2030 tourism goals, seven years ahead of schedule!
The government’s economic diversification efforts have also attracted newcomers: Investment in massive projects has created jobs and boosted business travel, while the development of tourism and leisure infrastructure is turning the kingdom into an emerging leisure destination.
Keeping business close to home
MEI claimed that business travel is generally favoured when it’s kept close to home, particularly within a company or organisation’s HQ region. This has remained on par with previous years, except for UK businesses which are spending more on travel budgets in Eastern Europe, the Middle East and Africa.
Read the full report here.
