Mastercard has expanded its global lifestyle platform, Priceless.com, to Africa, giving cardholders access to curated travel experiences across nine destinations as the company looks to tap into growing demand for experiential tourism on the continent.
The new Priceless Africa offering covers South Africa, Kenya, Morocco, Mauritius, Ghana, Tanzania, Uganda, Rwanda and Zimbabwe. Mastercard cardholders can now book experiences spanning culture, food, wildlife and adventure while also accessing the company’s travel-related benefits.
“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,” said Ahmed Abdel-Karim Hussein, Executive Vice President, Integrated Marketing & Communications for Eastern Europe, Middle East and Africa at Mastercard.
“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.”
The platform features experiences across Mastercard’s four passion categories: culture and creativity, culinary, nature and wildlife, and adventure.
The African rollout is supported by Mastercard’s “You Have To Be Here” campaign, a continent-wide travel marketing initiative designed to inspire cardholders through destination storytelling and curated travel content. The campaign runs until December 2026.
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