Africa Travel Trends 2025: The Mastercard Economics Institute has released its Travel Trends 2025 report, and the findings show a major shift in how people choose their travel destinations.
Travelers across Africa and the world are now placing more importance on purpose and personal meaning when planning their next trip. They are seeking experiences connected to nature, wellness, food culture, and deeper forms of enjoyment rather than just economic factors or convenience.
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The report highlights that even though exchange rates, political events, and global economic conditions influence movement across borders, personal motivations remain strong. People still want to travel for experiences that help them feel renewed, inspired, and connected to the world around them.
According to Mastercard, this growing interest in meaningful travel presents an important opportunity for African destinations. Many countries are seeing more visitors who want to explore nature, enjoy wellness retreats, or discover new food traditions.
This shift supports local economies and helps strengthen Africa’s position as a rising global tourism hub.
Mark Elliot, who leads Mastercard operations in Africa, explained that the continent is becoming a top destination for travelers who want more than a normal holiday.
Nature experiences, wellness escapes, and food adventures are now shaping the future of tourism across Africa. He noted that these trends are helping local communities benefit from tourism while also creating new chances for growth.
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Khatija Haque, the chief economist at the Mastercard Economics Institute for the EEMEA region, added that Africa’s natural beauty, rich food culture, and wellness offerings continue to attract visitors even during uncertain economic times.
She highlighted that travelers want experiences that feel meaningful, valuable, and connected to the local culture.
The report identifies major travel motivations that are shaping tourism today. These insights reveal how Africa is becoming part of a global movement toward more purposeful travel.
Contents
Key Africa Travel Trends 2025
Nature focused adventures
South Africa and Zambia stand out for visitors interested in outdoor activities and wildlife. Spending by international travelers near South Africa’s national parks is especially high. Almost one quarter of all cross border spending in the country happens in these areas.
This shows how strongly visitors are drawn to the national parks and natural attractions. Zambia also ranks well as an outdoor adventure country, showing that travelers value experiences in wild and natural environments.
Culinary tourism
Food tourism is gaining momentum in Africa. Marrakech is one of the top destinations for visitors who want to experience food from many cultures. Tourists often try traditional Moroccan dishes like tagine and b stella.
Cape Town also appears on the global list of most international food cities, with bobotie being a popular dish among foreign visitors. These examples show how food can bring together people from different countries and create memorable travel experiences.
Wellness centered travel
Wellness tourism is increasing rapidly in Africa. Many travelers now want trips that help them relax, heal, and practice self care. Namibia is becoming a leading wellness destination.
South Africa and Botswana also attract visitors with their spa retreats, nature lodges, and eco friendly accommodations. Kenya is ranked among the top twenty destinations for wellness travel in the Mastercard Wellness Index for 2025.
These destinations offer peaceful spaces where travelers can disconnect and enjoy a healthier lifestyle.
Other Global Travel Trends in the Report
Although Africa is the focus of many insights, the report also highlights several global trends that shape travel around the world.
Adventure and purpose based travel
Travelers are now choosing destinations that align with their interests and goals. For example, adventure lovers are traveling to Nordic countries. Finland’s national parks account for more than seven percent of the country’s cross border spending, showing a strong interest in outdoor and nature activities.
Popular summer destinations
Countries in the Asia Pacific region are leading the list of fast growing summer travel choices.
Flight booking data shows that Tokyo is expected to be the top trending destination for the June to September period in 2025. Osaka comes next, followed by Paris. These cities are gaining momentum due to their culture, attractions, and global appeal.
Travel influenced by sports
Sports tourism has become a major trend worldwide. Fans are willing to travel across borders to watch their favorite teams or athletes.
One example from the report shows that when Shohei Ohtani made his World Series debut, spending by Japanese visitors in Los Angeles increased by ninety one percent. This was six times higher than the average rise in cross border spending.
This proves how powerful sports can be in driving travel decisions.
Currency value and travel choices
Although travelers often choose destinations for personal reasons, economic factors still play a role. When a country’s currency loses value, it can become more attractive to visitors. Japan is an example of this, since a weaker yen has made it a preferred destination for travelers looking for better value during their trips.
Business travel patterns
The report also notes that business travelers now prefer longer trips within their own regions due to hybrid work practices and global uncertainty. However, there are exceptions. Companies in the United Kingdom are increasing their business travel spending in Asia, Europe, the Middle East, and Africa.
Building a Stronger Future for Travel
Mastercard continues to support the global tourism sector with detailed research and real time insights. The company uses economic analysis, spending data, and market trends to help destinations and tourism businesses meet changing customer needs.
By understanding what motivates travelers and what they value most, governments and companies can create better experiences and build stronger tourism systems.
The Travel Trends 2025 report shows that Africa is becoming a major player in the future of tourism. Nature driven adventures, wellness escapes, and food experiences are attracting travelers from across the world.
These trends help visitors form deeper connections with Africa’s landscapes, cultures, and people.
The full Travel Trends 2025 report titled Purpose driven journeys and other insights from the Mastercard Economics Institute are available on the Mastercard website.
Africa Travel Trends 2025: Read More
- New Mastercard Economics Institute Travel Trends Report 2025 – URL
- World Bank Africa Tourism Insights
- African Wildlife Foundation: National Parks and Conservation – Visit
- UNWTO Health and Wellness Tourism Overview – Visit
- Global Wellness Institute Wellness Tourism Research – Visit
- Africa Travel Trends 2025: Nature and Tourism – Category
- Africa Travel Trends 2025: Lagos Nigeria: Lekki Conservation Centre, LCC
