Mastercard has expanded its global lifestyle platform, Priceless.com, by introducing it to Africa. This opens up a new way for Mastercard cardholders worldwide to explore the continent's most iconic locations. The platform features culturally rich journeys across nine African markets, including South Africa, Kenya, Morocco, Mauritius, Ghana, Tanzania, Uganda, Rwanda, and Zimbabwe, providing travelers access to Africa through a premium, carefully selected lens.
Priceless Africa transforms travel into a powerful source of interest, offering opportunities from wildlife viewing under the African sky to visiting hidden galleries and exotic coastal festivals. Cardholders can now discover a unique Africa shaped by creativity, heritage, and a deep connection with local communities. Each experience is curated according to Mastercard's leading interest categories: culture and creativity, culinary, nature and wildlife, and adventure, allowing travelers to safely and seamlessly explore what they love most.
Mastercard provides various travel benefits, such as discounts on hotels and flights, access to airport lounges, and seamless booking through leading travel platforms, car rental, and taxi services. This results in a smooth, secure, and truly valuable journey at every stage.
This launch comes amid the continued growth of Africa's tourism sector, which has become one of the fastest-growing tourist regions globally. According to UN Tourism data, the region welcomed 81 million international tourists in 2025, an 8% increase from the previous year. As more travelers seek authentic, targeted experiences, Mastercard and its partners are supporting this growth through curated experiences in key areas of interest, while also ensuring safe and seamless payments that enhance the journey.
Ahmed Abdel Karim Hussein, Vice President of Integrated Marketing and Communications for Eastern Europe, the Middle East, and Africa, stated: 'Africa is one of the most culturally diverse and creatively inspiring destinations in the world, and modern travelers are looking for moments that are deeply human and rooted in local culture. With Priceless Africa, we open the door to authentic, unforgettable experiences, ensuring that Mastercard's secure and seamless payments support every step of the journey, connecting people with their passions as they discover the extraordinary spirit of the continent.'
Priceless Africa gathers moments that define the continent. Cardholders can take a hot air balloon ride over Amboseli at sunrise, tour Cape Coast Castle by candlelight, trek with mountain gorillas in Rwanda's Volcanoes National Park or Uganda's Bwindi forests, share an evening Bedouin dinner in the Aghaf desert, hike Mount Le Morne Brabant in Mauritius before a home Creole lunch, sail Lake Menai on a traditional dhow, track rhinos on foot in the Matobo Hills, go on a safari with the Kruger K9 anti-poaching team, or create a unique piece with one of Accra's leading fashion houses. Every market, every passion—everything is curated and available for booking in one place.
The launch coincides with Mastercard's 'You Have To Be Here' campaign, a continent-wide creative platform designed to inspire cardholders to discover Africa through curated storytelling and content. This campaign starts on June 18 and runs until December 2026. Priceless Africa is already available on Priceless.com in select markets, with a planned rollout across all nine markets and additional experiences throughout 2026 as Mastercard expands its presence to even more African markets.
