Travellers are increasingly motivated by affordability, sports, and wellness in 2025, according to a report by the Mastercard Economics Institute (MEI).
Tokyo and Osaka are 2025’s top trending summer destinations, the report found, having seen the largest increase in tourism over previous years as Japan’s yen depreciated. Sports events like the Champions League final and the Baseball World Series have also led to major growth in tourism.
“According to MEI’s analysis, Tokyo and Osaka will be the top two trending global tourist destinations this summer, with the largest increase in tourism demand relative to previous levels, continuing last year’s trajectory. Its currency depreciation, although it has recently partially reversed, presumably is still a significant factor making it a desirable place to visit,” according to the report.
“The other destinations on the list highlight the importance of value — particularly in the Asia Pacific region — and the appeal of beach towns, such as Mallorca, Spain; Nha Trang, Vietnam and Rio de Janeiro, Brazil.” Asia Pacific destinations listed include Shanghai, Seoul, and Beijing.
Japan’s increase in tourism is partly driven by the yen’s depreciation. Its 1% decline against China’s yuan led to a 1.5% increase in mainland Chinese travellers last year, and the number of Singaporean visitors to Japan reached a new high following a 40% rise in Singapore’s dollar against the yen.
However, visitors from countries like the United States and Australia increased by just 0.3% and 0.4%. “Travellers from Asia tend to be more sensitive to exchange rate shifts, as such movements can significantly affect their purchasing power during international travel,” the report found.
Tourists are also drawn to large international sporting events, according to MEI. Japanese cardholders spent almost 91% more around Los Angeles’ Dodger Stadium during the Baseball World Series last year, spurred by star Japanese player Shohei Ohtani.
Similar large increases were seen from Spanish and German visitors to London during 2024’s Champions League final, featuring Real Madrid and Borussia Dortmund.
Namibia, South Africa, and Thailand topped MEI’s Wellness Travel Index, indicating foreign spending at wellness-related accommodation and industries. New Zealand also rose up the rankings to third place.
South Africa and Zambia led in foreign spending on national parks, with 23.3% of all foreign cardholders’ spending in South Africa directed to the country’s national parks.
