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

Istanbul Tops 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. In the report, Istanbul's restaurants, which blend Asian, Middle Eastern, Mediterranean and Eastern European cuisines, stood out for their success in appealing to tourists from different countries.

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

Japanese Tourists' Interest in Anatolia

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

Healthy Living and Nature Travel Are Prominent

The report emphasized that tourists seeking a healthy lifestyle showed 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 were also regions where tourist spending intensified.

Sports Events and Exchange Rates Affect Travel

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

In addition, the change in exchange rates also affected 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.

Mastercard Economics Institute Chief Economist for Middle East, Africa, and Eastern Europe Khatija Haque said, "The desire for meaningful experiences is becoming an increasingly decisive factor in destination choices."