Mastercard Expands Its Priceless Experience Platform Across Nine African Markets
The expansion links travelers to locally inspired activities across destinations including Kenya, Rwanda, Morocco and South Africa, reflecting rising interest in experience-led tourism and deeper cultural engagement.
Mastercard has expanded its global travel and lifestyle platform, Priceless, into Africa, giving cardholders access to curated travel experiences across some of the continent’s most sought-after destinations as international tourism continues to gain momentum.
The initiative covers nine African markets including South Africa, Kenya, Morocco, Mauritius, Ghana, Tanzania, Uganda, Rwanda and Zimbabwe, and is designed to connect travellers with locally inspired experiences that go beyond traditional tourism offerings. The move comes as Africa’s tourism industry records strong growth, with the continent welcoming 81 million international visitors in 2025, an 8% increase from the previous year, according to UN Tourism.
Through the platform, Mastercard cardholders can book a range of experiences spanning wildlife, culture, food, adventure and heritage tourism. The experiences have been developed around growing traveler demand for authentic and immersive journeys that offer deeper engagement with local communities and destinations.
However, the expansion reflects a broader shift in global travel trends, where visitors are increasingly prioritizing meaningful experiences over conventional sightseeing. Industry players are responding by creating products that combine convenience, personalization and local storytelling to attract travelers seeking more than standard holiday packages.
Among the experiences available through the platform are hot air balloon rides over Kenya’s Amboseli ecosystem, guided visits to Ghana’s historic Cape Coast Castle, gorilla trekking expeditions in Rwanda and Uganda, desert experiences in Morocco’s Agafay region, cultural encounters in Mauritius and wildlife conservation-focused activities in South Africa and Zimbabwe. The collection also includes creative and culinary experiences that connect visitors directly with local artisans, designers and communities.
Ahmed Abdel-Karim Hussein, Executive Vice President for Integrated Marketing and Communications at Mastercard in Eastern Europe, the Middle East and Africa, said travelers are increasingly looking for experiences that offer genuine cultural connections and memorable personal moments.
“Africa is one of the most culturally diverse and creatively inspiring destinations in the world, and today’s travellers are seeking moments that are deeply human and rooted in local culture. With Priceless Africa, we are opening the door to authentic, unforgettable experiences, while ensuring Mastercard’s secure and seamless payments support every step of the journey, connecting people to their passions as they discover the continent’s extraordinary spirit.” He said.
Beyond curated travel experiences, Mastercard is also positioning the platform as a broader travel ecosystem by integrating benefits such as hotel and flight discounts, airport lounge access, car rental services and booking capabilities across partner travel platforms. The aim is to simplify travel planning while providing added value for cardholders.
The launch is supported by Mastercard’s “You Have To Be Here” campaign, which seeks to showcase Africa through destination storytelling, travel-focused content and ongoing inspiration aimed at encouraging both regional and international travel. The campaign is expected to run through December 2026 as Mastercard continues to expand its tourism-focused offerings across the continent.
The company said additional experiences and destinations will be added throughout 2026 as the platform expands its footprint beyond the initial nine markets.
The launch also highlights growing interest from global brands in Africa’s tourism sector, which is increasingly being viewed as a major growth opportunity. With improving connectivity, rising international arrivals and increasing demand for experiential travel, the continent is attracting renewed investment from travel, hospitality and financial services companies seeking to tap into one of the world’s fastest-growing tourism markets.
For Mastercard, the expansion of Priceless into Africa represents an effort to position itself not only as a payments provider but also as a facilitator of travel experiences, leveraging its global cardholder network to connect travelers with destinations, cultures and experiences across the continent.
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