According to the Mastercard Economics Institute's Travel Trends 2025 Report, Istanbul ranked first among 43 cities in the food and beverage category. The city stood out with its multicultural cuisine and tourist diversity.

Istanbul Takes the Top Spot in Mastercard's 2025 Travel Report

The Travel Trends 2025 Report published by the Mastercard Economics Institute revealed that Istanbul ranks first in the world in the food and beverage category. The report highlighted that Istanbul's restaurants, which blend Asian, Middle Eastern, Mediterranean, and Eastern European cuisines, successfully appeal to tourists from different countries.

In 2024, Istanbul, which hosted tourists from 67 countries, ranked first among 43 cities in Mastercard's analysis based on cross-border restaurant spending. The list also included popular gastronomy destinations from Europe such as Cannes, Interlaken, Barcelona, Dubrovnik, Mykonos; and Thailand and Indonesia from Asia.

Japanese Tourists Show Interest in Anatolia

According to the report, between 2019 and 2024, the interest of Japanese tourists in Turkey has increased exponentially. While the number of tourists coming to Kayseri from Japan increased approximately 6 times, Nevşehir and İzmir also became other cities that Japanese visitors focused on. In addition, increases exceeding twofold were recorded in the number of tourists coming from the United Kingdom to Antalya, and from the USA and Canada to Istanbul.

Healthy Living and Nature Travel are Prominent

The report emphasized that tourists seeking a healthy lifestyle show interest in concepts such as spas, nature retreats, and ecological accommodation. Namibia, South Africa, and Botswana became the most prominent destinations in this field, while national parks in South Africa and Zambia also became regions where tourist spending intensified.

Sports Events and Exchange Rates Affect Travel

It was observed that major sporting events such as the 2024 UEFA Champions League Final directly impacted spending. The final between Real Madrid and Borussia Dortmund increased the spending of Germans by 61% and Spaniards by 148%.

In addition, changes in exchange rates also influenced travel preferences. The 1% depreciation of the Japanese Yen against the Chinese Yuan resulted in a 1.5% increase in the number of tourists going to China.

Khatija Haque, Head of Eastern Europe, Middle East & Africa, Mastercard Economics Institute, said, “The desire for meaningful experiences is becoming increasingly decisive in destination choices.”