Istanbul Leads in Culinary Tourism, Says Mastercard Report

Mastercard Travel Trends 2025 highlights Istanbul as the world’s leading gourmet destination, according to new insights from the Mastercard Economics Institute.

Drawing on data from cross-border dining expenditures and tourist diversity, the report places the Turkish metropolis at the top of a competitive global list, surpassing 43 other cities for its rich and diverse culinary scene.

Istanbul Ranked No. 1 for Global Culinary Appeal

The Mastercard Economics Institute analyzed the number of unique countries represented by tourists dining across cities. Istanbul welcomed visitors from 67 different nations in 2024, marking it as the most internationally diverse culinary city in the study. By calculating a median number of nationalities per restaurant, the report revealed that Istanbul’s food scene successfully bridges cultures from Asia, the Middle East, the Mediterranean, and Eastern Europe—all on one plate.

Restaurants in the city earned praise for their ability to blend these culinary traditions and serve a wide range of flavors, satisfying food lovers of every background. The findings signal not only Istanbul’s growing influence in the tourism sector but also its role as a top-tier destination for travelers seeking memorable food experiences.

Top 10 Gourmet Destinations in 2025

According to the report, Istanbul leads a lineup that includes both well-known European and Asian destinations. The top cities stand out for their culinary diversity, tourism appeal, and cross-border dining activity.

The report also evaluated price factors and found that Beijing, Cannes, and Mykonos are among the most expensive gourmet destinations, while Ayia Napa (Cyprus), Varna (Bulgaria), and Brașov (Romania) were more affordable.

Traveler Motivations Go Beyond Economics

While currency shifts and geopolitical changes influence travel decisions, Mastercard’s findings show that personal interests—such as food, nature, and wellness—are now major drivers of global tourism. Khatija Haque, Chief Economist for Eastern Europe, the Middle East, and Africa (EEMEA) at Mastercard, commented that “meaningful experiences” continue to shape where travelers choose to go, especially in emerging markets that offer unique culinary and ecological diversity.

Among the fastest-growing travel motivations are wellness and eco-tourism. In its Healthy Living Travel Index, the report named Namibia, South Africa, and Botswana as top destinations for spa experiences, natural retreats, and eco-lodges. Meanwhile, national parks in South Africa and Zambia saw the highest shares of tourist spending in 2024, with 23.3% and 15.5% respectively.

Japan and Saudi Arabia Among Surging Travel Destinations

Japan experienced a sixfold increase in tourism from 2019 to 2024, particularly to Kayseri and Cappadocia, driven by favorable currency exchange rates and cultural interest. The number of Japanese travelers to Izmir and Nevşehir also saw strong growth.

On the other hand, Saudi Arabia has emerged as a rising entertainment and business destination. Following recent reforms, cities like Jeddah and Riyadh have seen increased international traffic. Investments in tourism and entertainment infrastructure, including large-scale projects, have positioned the kingdom as a key regional player for both leisure and business travel.

Sporting Events and Currency Shifts Reshape Spending

The Mastercard Travel Trends 2025 report also shows the impact of major sporting events on consumer travel behavior. Spending during the UEFA Champions League Final in London revealed a 61% increase among German travelers and a striking 148% increase among Spanish travelers, after Real Madrid’s victory over Borussia Dortmund.

Currency values continue to affect travel patterns, particularly for travelers seeking affordability. For example, the Japanese yen’s depreciation against the Chinese yuan contributed to a 1.5% increase in travel to mainland China. In contrast, similar currency changes in New Zealand and the U.S. led to much smaller increases of only about 0.2% in tourist numbers.

These findings reflect the broader trend that travelers are balancing cost with experience—choosing destinations that offer both personal value and cultural reward. Whether it’s dining in Istanbul, hiking in Zambia, or soaking in hot springs in Japan, the global traveler of 2025 is guided by more than just airfare deals.