Mastercard Insights Highlighting Sports as a Catalyst for Tourism

• During Azerbaijan Grand Prix week last year in Baku international arrivals surged by 87%, with spending volumes up to 77% and transaction counts up to 85%.
  
  
• Spending expanded well beyond Baku, with transactions in non-capital regions increasing 3 times compared to the previous period.
  
  
• Visitor spending was particularly strong on accommodation and dining, with hotel bookings more than doubling and restaurant expenses increasing by over 140%, showing a broader spread of spending across categories.
  
  
• Compared to other major global sports events, Azerbaijan recorded the highest year-on-year growth in inbound tourism.

Baku, September 2025 – As Azerbaijan prepares to welcome the Azerbaijan Grand Prix, Mastercard is sharing new insights into how large-scale sporting events drive tourism, accelerate digital payments, and create long-term opportunities for local economies.

According to Mastercard Insights, the Azerbaijan Grand Prix stands out globally for its impact on inbound tourism and transaction activity. During the Azerbaijan Grand Prix week, the number of international visitors to Azerbaijan surged by 87% compared to the same period last year, with spending volumes rising by 77%. Notably, spending extended well beyond Baku, with non-capital regions registering a 241% increase in transactions, highlighting the nationwide benefits of global sports events.

Visitor spending patterns also demonstrate diversification. While accommodation and dining remained leading categories, growing by 127% and 141% respectively, retail, fashion, and marketplace purchases captured a larger share of tourist wallets compared to

2023. Tourists from Turkey, the UK, Georgia, Kazakhstan, and Germany played a particularly strong role, with Turkish visitors increasing hotel spend by 238% and British travelers raising restaurant spend by 346%.

A Global Pattern: From UK to Munich

 - The European basketball championship. Recent evaluations of European basketball tournaments, reveal a substantial economic boost for host cities, with a combined impact of €270 million across Berlin, Cologne, Milan, Prague, and Tbilisi. The event attracted over 650,000 spectators, including 50,000 international fans, and generated €227 million through direct and indirect spending, alongside €39 million in media value and €4 million in social benefits. These figures underscore the growing commercial and cultural significance of continental basketball, offering valuable opportunities for sponsors like Mastercard to engage with diverse audiences while contributing to local economies.

 - European Football Finals: Driving Tourism and Local Spendings. Mastercard analysis highlights the significant economic impact of major football matches on host cities, driven by the spending behavior of passionate fans. In Turkey, visitors stayed on average three nights and spent €855 per person over a 3-day period, primarily through card payments. These events led to a surge in local spending, with card transactions increasing by 54% compared to the previous weekend and 41% compared to the following weekend—resulting in an overall average rise of 48%. Meanwhile, 2024 was earmarked with notable events expected to attract record numbers of travelers from around the world. The Mastercard Economics Institute’s “trending destinations” section highlighted Munich, Germany, where the opening game of the European Championship occurred in June. Munich ranked as the topmost trending global tourist destination from June 2024 through August 2024, with the largest increase in tourism demand heading into the summer relative to normal levels (Travel Trends 2024: Breaking Boundaries).

 - The historic Open tournament of golf, Royal Liverpool  Mastercard SpendingPulse data reveals that hospitality-related sectors experienced the biggest boost, with lodging sales increasing by 30% from 2022 to 2023, and restaurant and in-store spend both increasing by around a quarter (+25% and +27% respectively). European and international visitors alike are set to prioritize spend on experiences, with almost 9 in 10 people (88%) saying they plan to spend the same, or more, on experiences in 2024, compared to 2023. Over 4 in 10 (41%) said that how ‘one of a kind’ an experience is would be a determining factor in whether to spend on an experience, highlighting their ambition to make lifelong memories. (Mastercard Experience Economy Open | Mastercard Newsroom)

Azerbaijan: A Global Frontrunner

“Azerbaijan Grand Prix is more than a race—it’s an economic engine,” said Emil Zeynalov, Country manager for Azerbaijan at Mastercard. “We see not only a sharp increase in visitors but also broader benefits: local businesses embracing digital payments, regions beyond Baku welcoming more tourists, and travelers enjoying seamless, secure experiences. For Azerbaijan, this isn’t just about a weekend of excitement—it’s about building a stronger digital economy.”

According to Mastercard insights, with an 87% year-on-year increase in international visitors during Azerbaijan Grand Prix week last year, Baku not only outperformed peer events but also showcased how a strategically hosted sporting spectacle can elevate a country’s visibility, diversify spending patterns, and strengthen the digital payments ecosystem. Building on this momentum, international arrivals are forecast to surge by around 90% for this year’s race week, underscoring Azerbaijan’s rising profile on the global stage.

Payments as the Infrastructure of Experience

Digital payments remain central to this growth story. As thousands of fans converge, frictionless payments ensure that local businesses—from cafés to hotels to artisan shops—can meet demand efficiently. The rise in card and digital wallet usage during the Formula 1 week demonstrates both consumer preference for secure, convenient payments and the readiness of Azerbaijani merchants to meet the expectations of a global audience.