The Mastercard Economics Institute (MEI) has released its annual Travel Trends 2025 report, revealing the latest consumer spending insights and motivation when it comes to travel.

Cross-border movement is often influenced by the most pressing economic factors of the moment, such as exchange rates and geopolitical tensions. However, these are not the only factors driving consumers’ travel spending decisions, including those in Africa. Personal and purpose-driven factors remain powerful even when economic uncertainty looms.

Building on the resilience of the global travel sector seen last year, the 2025 report highlights how destinations across the African continent are increasingly appealing to tourists and, creating additional opportunities for local markets to develop tourism.

“Africa is emerging as a global leader in purpose-driven travel, where nature, wellness, and culinary experiences are redefining the continent’s tourism landscape. These trends present a powerful opportunity to drive inclusive growth, support local economies, and position Africa as a key player in the future of global tourism,” said Mark Elliot, division president, Africa, Mastercard.

Whether drawn by Namibia’s wellness retreats, South Africa’s wilderness experiences or Morocco’s vibrant culinary scene, travelers are expanding their horizons beyond traditional hotspots.

“Tourism is playing an important role in Africa’s growth story. Travelers are increasingly drawn to the continent’s natural beauty, culinary diversity, and wellness experiences. While economic and geopolitical factors matter, the pursuit of meaningful, purpose-driven travel remains strong. The Mastercard Economics Institute’s report sheds light on how countries are tapping into this trend to attract visitors and boost local economies,” said Khatija Haque, chief economist EEMEA, Mastercard Economics Institute.

By exploring a full range of travel motivations, the report identifies the main themes shaping travel today:

Africa trends:

• Nature-fueled adventures: South Africa and Zambia dominate cross-border spending around national park areas. Spending around South Africa’s major national parks far outpaced that of other countries, with nearly a quarter of the cross-border spending occurring within these zones. Zambia is also highly ranked as an outdoor adventure destination.
• Culinary crossroads: Marrakech ranks highly on the foodie list with its median restaurant hosting tourists from many different countries, often to enjoy meals of tagine and b’stilla. Cape Town is also on the list, with its bobotie dish proving popular with visitors.
• Wellness in the wild: Africa is establishing itself as a global leader in wellness-centered travel as consumers prioritize rejuvenation and self-care. Namibia, South Africa and Botswana are among the top destinations for travelers seeking spa-style and nature-based retreats and immersive eco lodges. Kenya is also ranked among the top 20 destinations for wellness In the Mastercard Wellness Index 2025.

Other global trends:

• Spa, summit and savor: Personal passions and goals motivate travel choices. Adventure-seekers are heading to the Nordics, where Finland’s national parks account for 7.1% of cross-border spending in the country.
• Summer destination draws: The Asia-Pacific region commands the list of trending summer destinations. Flight booking data reveals the top global destinations gaining most momentum for June-September travel, relative to last year. Tokyo is the number one trending spot for summer 2025, followed by Osaka and then Paris.
• Fuelled by fans: Fans travel internationally to see their favorite teams and athletes play. Case in point? During Shohei Ohtani’s World Series debut, spending by Japanese visitors in Los Angeles surged by 91%, six times the broader cross-border boost. 
• Money matters: Despite geopolitical tensions and fluctuating prices, the factors that motivate consumers to travel are often more complex than just economic. But currency depreciation can make certain destinations, like Japan, more attractive due to their better value for money.
• Wheeling and dealing closer to home: In general, business travelers favor longer trips within their own regions, driven by hybrid work models and geopolitical uncertainty. However, there are exceptions, with UK businesses spending a growing share of their travel budgets in Asia, Europe, the Middle East and Africa.

Mastercard is dedicated to helping the global tourism sector grow through market analysis and high-frequency, data-driven insights that enhance the travel experience. By empowering destinations and businesses to better understand evolving consumer trends, Mastercard is helping to shape a more connected and resilient future for travel across Africa.

You can view the full “Travel Trends 2025: Purpose-driven journeys” and other reports and insights from the Mastercard Economics Institute can be found here.

The Governor of Enugu State, Dr. Peter Mbah, has expressed his eagerness to partner with Guinness Nigeria PLC to accelerate his administration’s sports development effort, describing the state as the home of sporting legends, who have ruled the world of sports as well as home of abundant talents for the future.

Mbah spoke when a team of Guinness Nigeria’s management showcased the English Premier League, EPL, trophy, to him at Government House, Enugu, on Friday.

It is recalled that Guinness Nigeria and the Premier League partnered to bring the iconic silverware for display in Enugu on Friday, May 16 and in Lagos on Saturday May 17 and Sunday, 18 to give EPL’s teeming fans in Nigeria the rare opportunity to experience the trophy.

Speaking during the presentation of the trophy at the Lion Building, Enugu State Government House, Mbah noted that beside putting in place legislative frameworks for sports development, his administration was also embarking on a massive reconstruction of the Nnamdi Azikiwe Stadium and Awgu Games Village preparatory to hosting the 2026 edition of the National Sports Festival.

“Like Guinness, we regard sports as a positive force in Enugu. We are not surprised that the Guinness flagship event is being held here in Enugu. Just like Guinness, we also see sports as a platform to foster social cohesion. We are not just paying lip service to sports; we actually have our skin in the game.

“We believe that the EPL is quite a spectacle with audiences across the world and you couldn’t have chosen a better city for the flagship event than Enugu.

“Again, since here is the home of Rangers and since we have also recognised that this is where it all happens, let us begin to think about more collaboration with Guinness to see how we can secure endorsement with the Guinness corporate brand. This should be on the table because Rangers also won the 2023/2024 Nigerian Premier League title.

“We are just about giving the Nnamdi Azikiwe Stadium and Awgu Games Village a new lease of life, making sure they meet FIFA and World Athletics standards ahead of the National Sports Festival. So, we look forward to more strategic collaboration with Guinness. We are quite a business-friendly state,” he stated.

Earlier, the leader of the delegation and the Corporate Relations Director at Guinness Nigeria PLC, Rotimi Odusola, described Enugu State as the spiritual home of sports in Nigeria, noting the exploits of Rangers.

He said it was only natural to choose Enugu for the display of the EPL silverware, given its history and the great job Governor Mbah had done in repositioning the state.

“Some may wonder why Enugu. There is a reason for us to choose Enugu as the first place in Nigeria since this trophy arrived yesterday. It is because we know that Enugu State is the spiritual home of football in Nigeria. As a young football lover, I can’t forget all of the stories around Enugu Rangers football team.

“I want to also appreciate you for the work you are doing. The last time I was in Enugu was in 2022 and I have seen remarkable improvements in Enugu State since my last visit.

“This presentation of the EPL trophy is an opportunity for us to reinforce Guinness Nigeria being a business that has been intricate in the fabric of Nigeria for 75 years. We also want to use this opportunity to create magical moments for our consumers and members of the public through the collaboration between Guinness globally and the English Premier League,” he added.

The event was witnessed by the Commissioner for Youth and Sports Development, Enugu State, Barr. Lloyd Ekweremadu; Commissioner for Culture and Tourism, Dame Ugochi Madueke; Director, Marketing and Innovations, Guinness Nigeria, Yinka Bakare; Director, Corporate Relations, Guinness Nigeria, Rotimi Odusola; Head of Marketing, Guinness Nigeria, Ramanathan Sollayepan; Head of Division, South-East Region, Guinness Nigeria, Adesoji Opeyemi; General Manager, Rangers International Football Club of Enugu, Barr. Amobi Ezeaku; and the Chairman, Enugu State Football Association, Barr. Tony Ugwu, among others.

Glo Foundation, Globacom’s CSR arm, on Saturday celebrated more than 1,000 sanitation workers in Lagos State at a special event tagged, Rest and Relaxation Day, held at the headquarters of the Lagos Waste Management Authority, (LAWMA), Ijora, Olopa, Lagos.

Apart from treating the sweepers to great fun, music, games, food, and bonding activities, aimed at reducing stress and promoting the health and wellness of the workers, the Foundation also promised a four-week skills acquisition training for the workers or their dependents in bead making, barbing, fashion design, digital skills and more, to equip them with permanent vocations.

Head of Glo Foundation, Mrs. Jumobi Mofe-Damijo, explained that the Foundation decided to honour the cleaners with a Rest and Relaxation event to express gratitude to them for the important work they do daily, event at great danger to their lives on roads across the state. She noted that the effort of Glo Foundation in this regard would also extend to other states across the country so as to renew a sense of belonging among those who are doing critical jobs across the country.

“We recognize the important and thankless jobs that you do all over the state in ensuring that our roads and streets are clean every day. We recognize the hazards you face from drivers who don’t appreciate you and are at times impatient while you are by the roadside sweeping. It is the reason why we are here today to let you know how much we value you and your huge contributions to keeping Lagos clean on a continuous basis,” she added.

She also disclosed that there were empowerment and skills acquisition programmes planned for the sweepers which will be held in the following months. They include Fashion Skills (Fashion Design, jewelry making, Fabric Embellishment & Beading); Baking skills: (Basic cake and decoration, Fried and baked pastry, Bread making, soft skills and Entrepreneurship class); Digital Skills (Digital marketing, social media management, and e-commerce).

Speaking at the event, the Managing Director/CEO of LAWMA, Dr. Muyiwa Gbadegesin, lauded the initiative as a well thought-out idea, to shield the workers from health risks and boost their wellness status.

According to him: “This gesture falls squarely within the frame of the THEMES+ agenda of the Governor Babajide Sanwo-Olu’s Administration, which prioritizes health and wellness of the people. No doubt that we are used to the culture of working round the clock, and hardly finding the time for intentional rest, during which to recuperate and rejuvenate our tired minds and bodies, to reduce stress and prevent health risks. This much needed occasional relief is at the heart of today’s event. And we thank the Glo Foundation for the kind gesture and encouragement”.

The LAWMA boss thanked the foundation for its planned skill acquisition programme for some sanitation workers, aimed at equipping them for financial stability. “As the saying goes, when you teach a man to fish, you have succeeded in feeding him for the rest of his life. That is exactly what Glo Foundation is set to achieve with that programme, and we are eternally grateful for the kind gesture”, he noted.

Some sanitation workers expressed heartfelt gratitude to Glo Foundation for organizing the event, promising to continue their diligent work to keep Lagos State clean.

“It’s been a while since I have had this much fun, I am truly grateful to LAWMA and the Glo Foundation for organizing this amazing event. I am looking forward to enjoying every moment of it,” said Iyabo Joseph.

Another sweeper, Lateefat Alabi said: “I am very happy today. I appreciate our Glo Foundation and LAWMA for this event. This will motivate me to keep doing my job diligently always”.

Other highlights of the event included dance competition, raffle draw, and gift presentation, where two sweepers won a microwave and a grinding machine, bringing joy to the winners.

In attendance were LAWMA management staff, the Bobakeye of Ijora, Iganmu & Apapa kingdom, Prince Adekemi Ojora, and several Glo Foundation officials, who engaged directly with the workers and freely shared in the fun and pageantry.

As the sun slowly set and the music wound down, there was a lingering sense of fun and humour, suggesting that the event was actually more than just a corporate gesture — it was a statement that every worker matters. It was a good opportunity for the sweepers to be celebrated and be seen beyond the orange uniforms and daily street sweeping schedules.