Wellness, nature and food drive 2025 travel trends in EEMEA, according to Mastercard Economics Institute
Jeddah and Riyadh have seen a rise in passenger traffic in 2024 compared to 2019
Istanbul tops the list of globalized foodie cities, which also features Doha, Dubai, Marrakech and Cape Town
South Africa and Zambia dominate cross-border spending within national park areas, Namibia leads wellness travel, and Kenya is a fast-growing contender
Cairo, Egypt: The Mastercard Economics Institute (MEI) today released Travel Trends 2025, its annual report with unique and proprietary consumer spending insights globally. While exchange rates and geopolitical dynamics can influence consumer behavior, the report highlights that passions and purpose-driven motivations remain strong drivers shaping the travel industry.
Whether drawn by Namibia's wellness retreats, Istanbul's dynamic culinary scene, or Saudi Arabia's emerging leisure hubs, travelers are expanding their horizons beyond traditional hotspots. The globalization of sports has also turned big events into global spending hubs, drawing fans across continents.
'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 travelers. 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. The tourism landscape in the EEMEA region is evolving, with emerging destinations attracting investment and powering spending. The Mastercard Economic Institute's report offers interesting insights on how countries are capturing the attention of eager travelers looking for something more than just a change of scene,' said Khatija Haque, chief economist EEMEA, Mastercard Economics Institute.
Drawing on a unique analysis of aggregated and anonymized transaction data and third-party data sources, the report uncovers what is shaping travel choices today. Key findings for EEMEA region include:
Eastern Europe, Middle East and Africa (EEMEA) trends:
Nature-fueled adventures: MEI analyzed major national parks on how commerce in the area is contributing to overall tourist expenditures. Established wilderness giants such as South Africa and Zambia show the highest national park spending as a share of total cross-border, 23.3% and 15.5% in 2024, respectively [2].
Culinary crossroads: Istanbul tops the list of globalized 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.
Wellness in the wild: Africa is establishing itself as a global leader in wellness-centered travel as consumers prioritize rejuvenation and self-care. The Wellness Travel Index (WTI) [3], developed by MEI to highlight destinations leading the way for wellness experiences and self-care , has Namibia, South Africa, and Botswana among the top destinations for travelers seeking spa-style and nature-based retreats and immersive eco lodges. The rising WTI score for Kenya suggests a growing effort in the destination to meet this popular demand.
Top regional hotspots: Recent reforms made it easier to travel to Saudi Arabia which spurred a rise in passenger traffic to Jeddah and Riyadh. 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.
Wheeling and dealing closer to home: In general, business travellers favour trips within their own regions, driven by hybrid work models and geopolitical uncertainty. However, there are exceptions, with UK businesses spending a growing share of their travel budgets in Eastern Europe, the Middle East and Africa (EEMEA) at the expense of trips within their region.
Other global trends:
Sports fandom fuels travel. MEI examined spending within five miles of the venue for the Champions League Final in London. Real Madrid's victory over Borussia Dortmund led to a 61% YOY increase in German spending, outpacing the overall increase of 14%, whereas Spanish spending spiked by 148% YOY, suggesting fans celebrated by splurging.
Currency changes can impact travel, but it varies regionally. In 2024, currency depreciation drove visitors in search of value to Japan, where a 1% JPY depreciation against the RMB led to a 1.5% increase in Chinese Mainland tourists. However, visitors from New Zealand and the U.S. rose only around 0.2% in response to the same degree of depreciation relative to their currencies.
Mastercard is dedicated to helping the global tourism sector grow through market analysis and high-frequency, data-driven insights that enhance the travel experience. By empowering destinations and businesses to better understand evolving consumer trends, Mastercard is helping to shape a more connected and resilient future for travel across Eastern Europe, the Middle East, and Africa.
You can view the full 'Travel Trends 2025: Purpose-driven journeys' and other reports and insights from MEI, here.
-Ends-
NATALIE GHARIB | PR SENIOR ACCOUNT EXECUTIVE
10, Al Esraa St., Off Lebanon St., Mohandessin, Egypt
webershandwickmenat.com/
[2] The analysis created a boundary box using minimum and maximum longitude and latitude of each major national park, measured spending within boundary box.
[3] WTI is calculated using the share of cross-border accommodation spending at wellness-related merchants, multiplied by each country's share of global wellness-related accommodation transaction
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Harpers Bazaar Arabia
11 hours ago
- Harpers Bazaar Arabia
Aida Al Busaidy: Why To Staycation Over Vacation
Communications strategist and story teller Aida Al Busaidy on staying put and holidaying the old-fashioned way this summer Ever realised just how exhausting it is to plan a trip? I don't know about you, but going on vacation sometimes feels like a lot of work. I would love to be one of those people who just close their eyes, point their index finger to a place on the world map, jump for joy and exclaim, 'Yes, I am definitely catching a flight to see that said mountain.' Honestly, when you reach a certain age, careful planning coupled with an 'I-am-only-a-five-star-hotel' traveller mindset means I need to make sure everything is just right. That includes the weather too. And full disclosure, I pack 24 outfits for a seven-day vacation. After all, I could need more than one outfit change in a day for the 'gram. Travelling as a whole opens your world and heart to so many things if you allow it to. The experiences, the food, the people and most all the creation of long-lasting memories. I, for one, actually have physical albums in which I select the best moments of a holiday – around 15 to 20 highlights – and print photos out so that when guests come over, I go old-school and pull out pictures that take them along my visual journey. Everyone else might go the iCloud route, but I choose to ground my memories in photo albums that double as time capsules for future generations. Let me drop some facts for you. According to Zion Market Research, the global tourism market size was worth $11.39 trillion in 2023 and is predicted to grow to $18.44 trillion by 2032 with a compound annual growth rate of roughly 5.5 per cent between 2024 and 2032. What can we deduce from this? This industry will continue to grow, and international travel with certain niches like medical tourism or wellness seem to be particularly trending now. Let's not forget local tourism too. Staycations – holidaying in your home country – began becoming popular around the 1940s and have become a phenomenon since. When overseas travel was restricted due to the pandemic, it was great seeing how people explored nearer pastures, and emerged with a renewed connection to their home town or neighbouring cities. As much as I want to tick off a few more cities and countries on my very long bucket travel list, this year we have opted to stay home for the summer. Our plan? Mainly to declutter, catch up on sleep and read – something I miss doing. From exhilarating experiences to indulging in the local gastronomy landscape and soaking in stunning views, my plan is to staycation in Dubai's top properties. Because who wouldn't want to be spoiled just a little bit even if its just 23km down the road from your home? And yes, we do live where everyone else chooses to vacation.
Gulf Business
14 hours ago
- Gulf Business
Review: Why HP's OmniBook X marks the next-gen of business laptops
Image: Supplied Whether you're closing a deal from a café in DIFC, fielding investor calls from the back seat of a Hala or Uber cab, or editing an article or presentation on the flight to Riyadh — work today doesn't wait for the right setting. It moves with you, taps your shoulder mid-lunch, and expects a response even at 30,000 feet in the air or in the Metro. Enter the HP OmniBook X — a sleek, AI-powered business laptop. It's nimble, lightweight, and 'smart' enough to deliver your needs. For entrepreneurs building businesses between meetings, consultants flying city to city, or creatives managing back-to-back Zoom calls while the kids are home — this is a device that adapts as fluidly as you do. Ultra-portable, but ready for business At just 1.34 kg and only 14mm thin, the Its 14-inch 2.8K OLED display with 120Hz refresh rate offers razor-sharp visuals, rich colours, and an anti-glare coating — making it equally adept at handling high-stakes presentations or back-to-back Teams calls in tricky lighting. Bonus: the edge-to-edge panel makes the whole thing feel larger than it is. AI-first performance for the way you work now Under the hood, the device is powered by Qualcomm's Snapdragon X Elite X1E-78-100 — HP's first consumer PC to feature this 12-core processor, clocked at up to 3.4 GHz. It's paired with a neural processing unit (NPU) and GPU capable of delivering up to 70 trillion operations per second (TOPS) in combined AI performance, though HP lists 47 TOPS as the standard NPU output. That's serious on-device intelligence — and it makes a difference. Everything from real-time transcription, smart noise filtering, AI-assisted image editing, to Copilot+ features like Recall and Live Captions runs smoothly without calling out to the cloud. Running Windows 11 Home, the OmniBook X offers seamless access to Microsoft's latest AI experiences — enhanced by on-device performance, not just cloud processing. HP's first AI assistant is built in, offering contextual suggestions, performance tuning, and productivity tools that evolve with how you use the device. With up to 32GB of LPDDR5x RAM and 1TB of SSD storage, the OmniBook X handles multitasking with ease — no stutter, no sweat. The integrated Qualcomm Adreno GPU supports light video editing and graphic work, and the system runs whisper-quiet thanks to its fanless design. Battery life that actually keeps up Forget carrying a charger everywhere 'just in case'. HP advertises up to 26‑28 hours of battery life, though real-world testing yields around 16–17 hours — still excellent, but more realistic, thanks to the power efficiency of the ARM-based Snapdragon chip and smart AI tuning. Whether you're powering through spreadsheets on the road or running back-to-back meetings, it's built to last a full workday — and more. And if you do need to plug in? HP Fast Charge takes you from 0 to 50 per cent in just 30 minutes, making it easy to top up between meetings or during a layover. Calls, sound, and the WFH upgrade you deserve Let's face it: audio and camera quality matter just as much as processing power when your office is a screen. The 5MP IR camera with auto-framing, AI noise reduction, and backlight adjustment means you'll look and sound sharp, even in low light or noisy cafes. Whether you're running a webinar, client pitch, or check-in with the team, the experience feels polished — no fiddling, no apologies. Poly Studio audio tuning with dual speakers ensures crystal‑clear sound, making remote conversations feel present and professional — even in noisy environments. HP Audio Boost further enhances volume and clarity, unplugged. Built-in security and connectivity For professionals handling sensitive data, HP's Wolf Security Suite offers enterprise-grade protection out of the box — isolating threats before they reach your system. Windows Hello via IR facial recognition and a fingerprint sensor makes logging in quick, seamless, and secure. And if you opt for the HP SureView Reflect privacy screen, you'll have an extra shield against wandering eyes on planes or in cafés. The Snapdragon‑powered OmniBook X is well‑equipped for connectivity, featuring two USB‑C ports (one at 40 Gbps, one at 10 Gbps), a USB‑A port, and a 3.5 mm audio jack. It supports Wi‑Fi 7 via the FastConnect 7800 chipset. What about gamers? While this isn't a dedicated gaming laptop, casual gamers can enjoy titles like Fortnite , Minecraft , or Valorant on low-to-medium settings with surprisingly good results thanks to the Adreno GPU and high refresh OLED screen. Think of it as a bonus feature, not a selling point — and one that adds more versatility to an already capable machine. Verdict: Smart, swift, adaptable and dependable The HP OmniBook X is what happens when sleek design, intelligent computing, and real-world mobility meet. It's not just built for business. It's built for people who move fast, think faster, and need a device that understands both. Another bonus: The HP OmniBook X PCs are designed using recycled metals and post-consumer recycled plastics. Read:
Khaleej Times
15 hours ago
- Khaleej Times
How Dubai is becoming a key player in the ultra-luxe cruise boom
Once seen as the domain of retired couples enjoying their golden years playing bingo and card games, cruising is seeing a revival as it is being thrust into the world of luxury travel. Major companies are investing in state-of-the-art new ships while global travel players, such as Virgin, are entering the market, and luxury hotel brands, such as Ritz-Carlton, Aman and Four Seasons, are joining the movement. Cruise companies are responding to the gastronomy boom and offering the latest food trends, fine-tuning fitness and wellness travel, and responding to the demand for more sustainable travel, all while offering an increasing number of remote destinations off the more well-trodden cruise routes. Rebecca Ransom, MEA business development manager at Norwegian Cruise Line, said there is huge potential for growth in the luxury sector as cruising still accounts for just 2.7 per cent of the total travel market, according to the Cruise Lines International Association's 2025 State of the Cruise Industry Report. A recent Bloomberg report showed that the ultra-luxury cruise market is growing 2.5 times faster than the broader cruise industry, with projections estimating 1.5 million luxury cruisers by 2028. 'At Norwegian Cruise Line (NCL), we're seeing similar patterns,' Ransom told LUXE. 'High-net-worth markets, such as the United Arab Emirates, Saudi Arabia and Qatar, have shown rapid and stable post-pandemic recovery, with strong growth in both booking volume and revenue. In contrast, markets with lower purchasing power have experienced a more gradual rebound.' To meet this rising demand, many cruise and hospitality brands are expanding their luxury offerings or launching entirely new luxury lines, including NCL. 'We introduced The Haven by Norwegian™ — our exclusive ship-within-a-ship concept — aboard the Norwegian Epic in 2011. This private enclave, accessible only by keycard, is designed for discerning travellers seeking a refined and secluded experience at sea.' The Haven features spacious, elegantly appointed suites, some accommodating up to eight guests, 24-hour butler and concierge services, a private sundeck and restaurant, and priority access to dining, entertainment and shore excursions. Available on just 15 NCL ships, it offers luxury cruising across Europe, Alaska and the Caribbean. It is time for an industry shake-up, she admits. 'In the eyes of many travellers, who are often times not very familiar with the industry, cruising is still considered very dusty and formal, resembling a Titanic-like experience with Captain's dinners, strict dress codes as well as promenades on the sun deck. 'There are still cruise lines that strive to deliver this kind of cruise experience, but there are also many cruise lines offering a more modern and relaxed experience. Even in the luxury segment.' Ransom says that the UAE, and Dubai in particular, is emerging as a key player in the global luxury cruise market. 'With its world-class port infrastructure, exceptional air connectivity, and reputation as a premier luxury destination, Dubai serves both as a strategic embarkation point and a marquee port of call for premium cruise itineraries across the Middle East, Asia, and Africa,' she said. 'While our presence in Dubai has so far been limited to select turnaround operations and port calls, we see significant opportunity to expand our deployment in the region. As demand for cruising continues to grow globally, we are actively exploring ways to enhance our footprint in the Gulf.' Sapna Aidasani, marketing director at Pluto Travels, says Covid had a huge impact on the industry, seeing smaller, more intimate cruises forging ahead with a focus on smaller yachts and boutique cruises. She said offerings have also diversified with many cruises now focusing on detox, mindfulness and wellness retreats onboard, and upgraded connectivity seeing a rise in longer itineraries allowing people to work while they cruise, as trends show the rise of high-net-worth travellers blending business and leisure travel. 'Luxury at sea has reached an entirely new level,' she said. 'With iconic five-star brands, like Ritz-Carlton and Four Seasons, entering the cruise industry, elegance now sails across oceans. These aren't just cruises — they're floating luxury hotels offering the same signature experiences and personalised service their guests expect on land.' The Ritz-Carlton Yacht Collection has retractable marine platforms located at the aft of the yacht that serve as a private, ocean-level lounge that blurs the line between the vessel and the sea. 'It's not just a marina; it's a floating beach club designed to deliver an intimate, ocean-front luxury experience that rivals any private island,' added Aidasani. A nine-day cruise in the Mediterranean or Northern Europe and Baltic this summer departing from European ports will set travellers back at least $15,400. The brand's third superyacht, Luminara, which launches this summer, will have space for 452 passengers with experiences including 'diamond dust' facials. A 13-day African itinerary, starting from Cape Town, will cost travellers from $18,600, and a 14-night Asian tour from Hong Kong starts at $21,400. There is no end to the luxury offerings being created as hotels now battle for the sea. The 95-suite Four Seasons 1, opening next January with weeklong sailings to the likes of Antigua costing over $32,500 per suite, will go up to as much as $330,000 for the glass-enclosed, 10,000-square-foot penthouse for a week. And next summer, the Orient Express will launch its 220-meter, 54-suite vessel with a Guerlain spa, water sports and food by French Michelin-starred chef Yannick Alléno. The cost of a three-night cruise around the Côte d'Azur will be $19,075 per cabin. Instead of focusing on the older generation in their retirement years, cruising has also varied its offerings in a way that has transformed its reach. From cruise weddings to wellness cruises, she says that networking events for high level business communities are also jumping aboard, while it is also appealing to the party crowd with the likes of Greek island hopping among the favourites. Dubai is benefiting from this growing luxury cruise market once the European season winds down between October and March, welcoming some of the world's top cruise liners during this period, with routes covering the UAE, Oman, and Qatar. Cruises range from short two-day sailings to immersive five to six day journeys, making them incredibly popular among travellers from Central Asia. 'In short, the luxury cruise market is not just docking in Dubai, it's investing in it,' Aidasani added. 'One of the most exclusive experiences for Dubai's elite is the luxury cruise route from Dubai to Abu Dhabi and onwards to Sir Bani Yas Island, a hidden gem. This island offers a unique mix of African-style wildlife safaris, ultra-luxury beach resorts, and private suite villas, all in one destination. These two-day cruises are redefining high-end leisure travel within the UAE, drawing a growing luxury footfall to the country's undiscovered coastal treasures.' Aleksei Makarov, co-founder of Octanta Maritime Academy, which has just opened a school in Dubai, said cruising today is not what it was a decade ago. 'The industry has undergone a quiet revolution, moving from mass tourism to highly curated, high-end travel. Guests now board ships for transformative experiences. Yacht-like vessels, boutique expedition cruises, and ultra-luxury riverboats have emerged as floating sanctuaries. With brands like Ritz-Carlton and Four Seasons entering the space, the message is clear: cruising is no longer just a product — it's a lifestyle.' He told LUXE that the pandemic was a reset. 'Travellers began to seek privacy, safety, and meaning. Cruising, in its new form, offers all three. At the same time, younger generations have entered the space, demanding modern design, sustainability, and authenticity. The industry responded by reimagining the product: smaller ships, immersive itineraries, smarter tech, and elevated service standards.'
