United States, China, Japan, New Zealand, Turkey, France, Switzerland, Spain, Greece, And Thailand Surge Ahead As The Most Sought-after Travel Hotspots Worldwide For Culinary Tourism

Mastercard Travel Trends 2025 reveals that United States, China, Japan, New Zealand, Turkey, France, Switzerland, Spain, Greece, and Thailand are leading the global surge in culinary tourism, setting new standards for vibrant cultural experiences, sustainable travel, and gastronomic diversity. Istanbul, in particular, stands out as the top gourmet destination, attracting visitors from dozens of countries with its unique blend of flavors bridging multiple continents. These countries are shaping the future of international travel by combining wellness, eco-tourism, and world-class dining, making 2025 a landmark year for transformative and experience-driven journeys.

Mastercard Travel Trends 2025 unveils Istanbul as the premier global destination for gourmet travelers, spotlighting new research from the Mastercard Economics Institute. This annual report dives deep into evolving travel behaviors and spending patterns, revealing how culinary diversity, emerging destinations, and lifestyle trends are shaping the global travel landscape.

Istanbul Claims the Crown as the World’s Leading Culinary City
Through a comprehensive analysis of international dining expenditures and tourist nationality diversity, the Mastercard Economics Institute has crowned Istanbul as the world’s top gourmet destination for 2025. Outranking 43 other competitive cities, Istanbul’s unique position at the crossroads of Europe and Asia enables it to offer an unparalleled fusion of flavors that reflect multiple continents and cultures.

The institute examined the breadth of countries represented among visitors dining in various cities. In 2024, Istanbul attracted food enthusiasts from an astounding 67 different nations — the highest in the study. This measure of international diversity showcases Istanbul’s remarkable ability to appeal to a broad spectrum of palates and cultural tastes. The median number of nationalities per restaurant further demonstrates how the city seamlessly blends Asian, Middle Eastern, Mediterranean, and Eastern European culinary traditions on a single menu.

Top Gourmet Destinations Defining Travel in 2025
Beyond Istanbul’s leading position, Mastercard’s report highlights a rich lineup of cities renowned for their diverse food scenes, tourist appeal, and cross-border dining activity. The top ten gourmet destinations encompass iconic European and Asian hotspots, each delivering a distinctive gastronomic experience that attracts global travelers:

1. Istanbul, Turkey (Europe/Asia)
2. Cannes, France (Europe)
3. Interlaken, Switzerland (Europe)
4. Barcelona, Spain (Europe)
5. Dubrovnik, Croatia (Europe)
6. Mykonos, Greece (Europe)
7. Rome, Italy (Europe)
8. Valletta, Malta (Europe)
9. Bangkok, Thailand (Asia)
10. Bali, Indonesia (Asia)

The report also sheds light on dining costs within these destinations. Cities like Beijing, Cannes, and Mykonos rank among the most expensive for gourmet experiences, while places such as Ayia Napa in Cyprus, Varna in Bulgaria, and Brașov in Romania offer more affordable culinary options for travelers seeking value without sacrificing flavor.

Wellness and Eco-Tourism Accelerate Travel Motivations
A notable shift in traveler priorities is the rising interest in wellness and environmentally conscious tourism. Mastercard’s Healthy Living Travel Index identifies Namibia, South Africa, and Botswana as premier destinations for spa retreats, nature immersion, and eco-lodging. These countries have successfully capitalized on the growing demand for sustainable travel experiences that combine relaxation with responsible environmental stewardship.

Tourist spending within national parks in South Africa and Zambia surged in 2024, accounting for 23.3% and 15.5% of total travel expenditure respectively. This trend underlines the increasing importance of natural attractions and wildlife conservation in shaping travel choices for the modern explorer.

Japan and Saudi Arabia Emerge as High-Growth Travel Destinations
Japan’s tourism sector has experienced extraordinary growth over recent years, with visitor numbers multiplying sixfold between 2019 and 2024. Popular areas such as Kayseri and Cappadocia have benefited from favorable currency exchange rates and heightened cultural interest, drawing a steady influx of Japanese travelers. Additionally, cities like Izmir and Nevşehir have seen rising numbers of tourists from Japan, further broadening the country’s appeal.

Meanwhile, Saudi Arabia is rapidly gaining momentum as a significant destination for both entertainment and business travelers. Following extensive reforms aimed at diversifying its economy and boosting tourism, cities like Jeddah and Riyadh have seen a surge in international arrivals. The kingdom’s strategic investments in tourism infrastructure, including major entertainment projects and cultural initiatives, have positioned it as a dynamic hub in the Middle East for leisure and corporate travel alike.

Major Sporting Events and Currency Fluctuations Influence Travel Spending
The Mastercard Travel Trends report reveals how global sporting events impact traveler behavior and spending patterns. For example, during the UEFA Champions League Final held in London, German travelers increased their spending by 61%, while Spanish tourists surged their expenditure by an impressive 148% following Real Madrid’s win over Borussia Dortmund. Such spikes highlight how major events can stimulate significant economic activity within host cities and among visiting nationals.

Currency exchange rates continue to play a crucial role in shaping travel destinations. The depreciation of the Japanese yen relative to the Chinese yuan contributed to a 1.5% rise in travel to mainland China. Conversely, similar currency shifts affecting New Zealand and the United States resulted in more modest increases of roughly 0.2% in inbound tourist volumes. These fluctuations demonstrate how travelers weigh affordability alongside experiential value when planning trips.

The Evolving Traveler of 2025 Prioritizes Experience and Value
Taken together, these findings reflect broader shifts in global travel. Today’s traveler balances cost considerations with a desire for authentic, culturally rich experiences. Whether indulging in Istanbul’s world-class food scene, embarking on eco-adventures in southern Africa, or soaking in Japan’s renowned hot springs, travelers seek destinations that deliver both personal fulfillment and lasting memories.

Mastercard’s 2025 report illustrates that travel decisions are increasingly driven by a combination of lifestyle preferences, economic factors, and global events. Culinary diversity, wellness offerings, sustainable tourism, and emerging markets all play pivotal roles in defining where and how people choose to explore the world.

United States, China, Japan, New Zealand, Turkey, France, Switzerland, Spain, Greece, and Thailand lead the way in culinary tourism, driving vibrant cultural and sustainable travel experiences worldwide. Istanbul tops the list as the ultimate gourmet destination, setting new benchmarks for global food lovers in 2025.

As international borders open wider and consumer confidence grows, the travel industry can expect continued innovation and diversification. Istanbul’s recognition as the ultimate gourmet destination underscores the enduring power of food to unite cultures and inspire wanderlust. At the same time, the rise of destinations like Saudi Arabia and Japan signals fresh opportunities for growth and transformation in the global travel market.