How Travel Trends are Reshaping Global Payments
Forget the destination bucket list. Today’s travels are about something deeper: self-discovery. Travelers don’t just want to see the world, they want to connect with it through authentic experiences and meaningful interactions.
With two out of three consumers1 having traveled abroad in the last year, this demand is fueling a massive shift in how they spend. And that shift is driving a boom in cross-border payments – a market predicted to reach a staggering $250 trillion by 20272.
The ‘Why’ of Travel is Changing
As the travel industry moves from sightseeing to immersive experiences, more consumers are planning trips around entertainment or sporting events in 2025, highlighting the power of experiential travel. ‘Gig-tripping’ is a prime example, with 56%3 of music fans in the UAE, US, and UK willing to travel internationally to see their favorite artists, even paying a premium for accommodation and transportation.
Saudi Arabia’s Riyadh Season exemplifies this growing phenomenon attracting over 500,000 international Visa cardholders in Q4 20244, boosted by events like the Amr Diab Concert and the Harry Potter Experience. Sports tourism is also flourishing, with fans increasing their budgets for hotels and transportation. Last year’s Formula 1 Etihad Airways Abu Dhabi Grand Prix attracted 133,000 Visa cardholders from around the world, driving a 29% net rise in transactions in the UAE5.
Technology is integral to these rising trends, reshaping the travel journey, from personalized itineraries powered by AI to seamless mobile check-ins and contactless payments, with the digitally native Gen Z driving this demand. Projected to be 30% of all travelers by 20306, they already wield substantial spending power.
This growing digital-first mindset is also evident in travelers’ shopping behaviors. Today, 67%7 of consumers make monthly e-commerce purchases while traveling – a clear indicator of increasing reliance on digital solutions. This trend is particularly strong in the Middle East, where mobile penetration rates are among the highest globally.
But beyond convenience, travel is becoming deeply personal – and so are the purchases made long the way.
Travel’s New Currency: Goods Getaways
The days of generic trinkets are fading with souvenirs being replaced with tangible memories, carefully curated to capture the essence of a destination. Driven by a growing mindfulness about spending and a desire for authenticity, Millennials and Gen Z, in particular, crave experiences and products tailored to their unique tastes. Gen Z is leading this charge, fueling a new trend: ‘goods getaways’ where travelers actively plan trips around acquiring unique items difficult to find back home.
A prime example is the viral sensation of the Fix Dubai chocolate bar in 2024, a simple treat which became a symbol of a destination. Its limited availability via Deliveroo – an e-commerce food delivery service in Dubai – at specific times (2pm and 5pm) created a frenzy. Visa’s analysis of Deliveroo transactions from non-domestic cards revealed unusual spending peaks during these windows, driven by tourists eager to snag the coveted treat. The average transaction size doubled at 2pm and increased by 60% at 5pm8, confirming the chocolate bar’s significant impact on tourist spending.
The top international spenders during these Fix Dubai windows were cardholders from the UK, US, Kazakhstan, Kuwait, and Saudi Arabia. Even more telling, cardholders from Singapore, South Korea, and Armenia, typically not big Deliveroo spenders in the UAE, significantly increased their spending during these limited-time slots.
Travel Without Borders
Fueled by e-commerce, travel, and remittances, cross-border transactions reached a staggering 771 million9 between June 2023 and June 2024, reflecting a growing trend of travelers jetting off abroad. These globetrotters need a reliable payment method; something simple, safe, and dependable in any corner of the world. While credit and debit cards remain the most popular choice for international travel, used by over 50%10, the landscape is constantly changing. Traveler preferences are also shifting, as is seen in the over 70%11 of GCC travelers who prefer digital wallets– a trend that reflects the growing demand for seamless and secure payment experiences.
As cross-border transactions surge, consumers crave choice and guidance. A sizeable portion feel overwhelmed - either lacking sufficient options or by the availability of many. The desire for clarity is palpable, with 71%12 consumers highlighting they could use help navigating the complex world of payment options. Above all, security reigned supreme. It was the number one factor influencing payment method selection, eclipsing even fees.
This is where Visa plays a critical role. By connecting over 8.5 billion cards, accounts, and digital wallets across more than 160 currencies, we’re empowering travelers, businesses, and economies with secure and seamless global payments. Solutions like Visa Direct go beyond traditional transactions – offering real time money movement that builds trust, expands access, and drives inclusive economic growth.
With tourism redefining itself across Central and Eastern Europe, Middle East and Africa, payments must evolve in lockstep. The rise in cross-border travel, remittances, and ecommerce is not just driving economic opportunity – it’s reshaping expectations. Travelers today expect intuitive, global experiences that work seamlessly everywhere.
Addressing these ever-evolving needs is essential to unlocking the full potential of the $250 trillion cross-border payment market and supporting the continued growth of the region’s travel industry. Because in a world where travel knows no borders, neither should payments.
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1Unlocking the future: banking on cross-border payment habits, Visa Direct’s Global Cross-Border Report – 6,500 consumers surveyed across 13 countries: UAE (CEMEA), US, Canada (NA); Brazil, Mexico (LAC); UK, France, Germany, Sweden (EU); Australia, Hong Kong, Philippines, and Singapore (APAC)
2Unlocking the future: banking on cross-border payment habits, Visa Direct’s Global Cross-Border Report
3New travel trends for the new year: How will people travel in 2025? 17 December 2024
4Riyadh Season Adds Sparkle to Saudi Economy with 47.6% Surge in International Visitors, Visa Data Shows, Visa Travel Pulse
5F1 Abu Dhabi Grand Prix 2024 Drives 34% Net Increase in International Visitor Spend, Visa Data Shows, Visa Travel Pulse
6How to capture the beauty spend of Gen Z travellers, Kapila Ireland, Vogue Business, 5 November 2024
7Visa Direct’s global cross-border consumer habits report
8Global Travel Insight (Visa Business and Economic Insights), Mohamed Bardastani Principal CEMEA Economist at Visa and Maria Virskaya Data Scientist at Visa, February 2025
9Visa Direct’s global cross-border consumer habits reports
10Visa Direct’s global cross-border consumer habits reports
11Visa Global Travel Intentions (GTI) Study
12Unlocking the future: banking on cross-border payment habits, Visa Direct’s Global Cross-Border Report – 6,500 consumers surveyed across 13 countries: UAE (CEMEA), US, Canada (NA); Brazil, Mexico (LAC); UK, France, Germany, Sweden (EU); Australia, Hong Kong, Philippines, and Singapore (APAC)
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