Wellness, nature and food: key drivers of 2025 travel trends in EEMEA

From the wilderness  of Zambia to the dynamic culinary scene of Istanbul and the rising appeal of Saudi Arabia’s leisure hubs, travel across Eastern Europe, Middle East and Africa (EEMEA) is becoming increasingly purpose-driven. Our latest Travel Trends report, issued by the Mastercard Economic Institute (MEI), reveals that despite ongoing global headwinds, including currency fluctuations and geopolitical uncertainty, travelers are prioritizing experiences that are meaningful, immersive and connected to their personal passions.

Our proprietary analysis of global transaction data shows that travelers are looking beyond perennial favorite destinations for inspiration. Saudi Arabia, for example, has seen a significant rise in passenger travel to Jeddah and Riyadh in comparison to the previous year, driven by streamlined visa processing and growing investment in leisure infrastructure. These developments, combined with the Kingdom’s focus on economic diversification, are making Saudi cities an appealing choice for leisure and business travelers. 

Egypt’s Red Sea cities such as Hurghada and Sharm El-Sheikh, continue to grow in popularity, featuring in the top 15 trending global destinations for summer 2025. Across the African continent, the draw of nature-based travel is accelerating. South Africa and Zambia are leading in cross-border tourism spend around national parks and wildlife experiences, while Botswana and Namibia are emerging as favored locations for wellness travel. Kenya, too, is gaining ground on MEI’s Wellness Travel Index, signaling a broader consumer shift toward eco-retreats and self-care getaways.

Cultural and culinary tourism also feature prominently in the trends this year; Istanbul currently tops the global list of cities for culinary enthusiasts, with the average restaurant drawing diners from across 67 nationalities in 2024. Destinations such as Doha, Dubai, Marrakech and Cape Town also feature high on travelers’ list, thanks to their compelling blend of rich cultural offerings and diverse gastronomy. 

We are seeing increased spending around venues hosting major sporting events, as travelers combine their passion for sport with travel experiences. At the same time, currency fluctuations are impacting regional travel decisions, while corporate travel budgets are increasingly directed toward intra-regional trips, although, a report found that UK-based companies are allocating more of their travel spend to EEMEA, highlighting the region’s growing appeal in the global business landscape. 

As passion-and purpose-led travel reshapes the tourism landscape across EEMEA, MEI’s insights continue to illuminate how data can drive smarter decisions, stronger connections and a more resilient, experience-rich future for global travel.