Wellness, adventure and food and wine: these are what those who travel look for

Sports, wellness and wine tourism are the common threads in the travel sector. The former often determines the choice of destination (and if Italy and Poland are the preferred countries for those looking to get back into shape, Europe leads the ranking of destinations that attract tourists who are passionate about food and wine while the allure of adventure among forests and fjords is growing. These are some of the indications that emerge from the new edition of the 'Travel Trends Report 2025' analysis by the Mastercard Economics Institute (MEI) which offers new insights into the Italian and global situation of the travel sector and the spending habits of travellers for 2025. «The travel sector in Europe continues to show extraordinary resilience - , underlines Natalia Lechmanova, Chief Economist Europe for the Mastercard Economics Institute. - Even in an uncertain economic context, we observe a growing propensity on the part of European travellers to favour experiences that respond to needs full of meaning and that generate lasting value».

The report paints a picture of consumers across Europe increasingly preferring value experiences when choosing a destination. In particular, the search for connection, well-being, sport, adventure and food and wine experiences offered are driving consumer choice. The desire to undertake authentic and meaningful experiences is therefore confirmed as the driving force of travellers, even in a context characterised by economic uncertainty. And while more traditional factors such as exchange rates and geopolitical dynamics – tariffs in the forefront – influence traveler behavior, Europe continues to stand out as one of the world's leading tourism hubs, with its rich culinary heritage, diverse landscapes and wellness-oriented offerings attracting travelers from all over the world. Based on an exclusive analysis of aggregated and anonymized data from the Mastercard network, along with third-party sources, the report reveals the main consumer spending trends in the travel sector for 2025. "At Mastercard, we are constantly working to be a reference player for the entire travel ecosystem, continuing to offer support and innovative solutions capable of generating added value for tourists and all the actors involved," said Luca Corti, Country Manager Italy at Mastercard.

There are many examples that can be given but one for all is Real Madrid's victory over Borussia Dortmund which led to an increase in spending by German consumers of 61% on an annual basis, exceeding the overall increase of 14%. While spending by Spanish consumers recorded a surge of 148% on an annual basis, a clear sign of celebrations by fans who have indulged in crazy spending. In short, people travel to follow their favorite team and to attend the sporting event of the year. They know something about it in Rome where on the occasion of the International Tennis Tournament the capital is sold out.

Based on flight bookings between June and September, Tokyo is the most desired city for summer 2025, followed by Palma de Mallorca, Hurghada, Paris, Osaka, Beijing and London. For Italy, Rome and Milan are confirmed as top destinations for Asian and Middle Eastern travellers. For European travellers, Tokyo remains the most popular destination, followed by Palma de Mallorca, Hurghada, Paris, Osaka, Beijing and London. For Italy, the cities of Rome and Milan are present as top destinations for Asian and Middle Eastern travellers. In particular, looking at the growth rates of flight bookings, Milan remains an exceptional destination for tourists from Europe and Africa, respectively in 8th and 10th place. Rome, on the other hand, is the favourite destination for American tourists, reaching 6th place. An interesting new entry is Alghero, which conquers the top 15, positioning itself among the most popular seaside destinations for Europeans (12th place). And if Tirana, Albania, recorded the largest increase in European visitors between 2019 and 2024, especially thanks to Italian tourists, among the favorite destinations for Italian tourists, Paris, Barcelona and Sharm-el-Sheik remain.

To analyze travel trends through cross-border consumer spending, MEI has developed the Wellness Travel Index (WTI) of leading destinations in the field of wellness and personal care experiences. Italy (6th place) and Poland (10th) are the fastest growing European destinations, demonstrating the diversification of tourism offerings in response to the evolution of travelers' needs, with mountains, cities of art and food and wine offerings always winning.