MASTERCARD’S latest Travel Trends 2024 report reveals a significant shift in consumer preferences, with travellers prioritising meaningful experiences over material possessions.

Today’s tourists seek to explore new cultures, connect with nature, and indulge in unique culinary experiences. They are also making strategic financial decisions, opting for longer stays to fully immerse themselves in the local scene.

Increasing Vacation Duration

The global average vacation length has risen from 4.5 days in 2020 to 5.5 days in 2024. In the Caribbean, for instance, time spent in Barbados rose from an average of 7.8 to 8.5 days between 2020 and 2024. While this might seem like a small increase, it translates to an additional day of spending on food, activities, and experiences, providing a significant boost to local businesses and service providers.

Revival of Cruise Travel

Another significant trend is the resurgence of cruise travel, with demand now exceeding pre-pandemic levels. In 2023, The Bahamas saw nearly 3 million more cruise passengers compared to 2019, underscoring the sector’s robust recovery.

Building a Sustainable and Resilient Tourism Industry

In collaboration with government officials, Mastercard is dedicated to fostering a sustainable and resilient tourism industry. In 2019, Jamaica’s Minister of Tourism Edmund Bartlett launched the Global Tourism Resilience and Crisis Management Centre (GTRCMC), a pioneering initiative aimed at helping tourism stakeholders worldwide prepare for, manage, and recover from crises.

In January 2023, the Kingston-based GTRCMC partnered with Mastercard, leveraging the network, resources, and insights of Mastercard’s Tourism Innovation Hub. This collaboration allows local authorities in Jamaica to utilize Mastercard’s data to better serve international and domestic travellers, ensuring sustained growth and competitiveness.

Thriving Jamaican Tourism Industry

Tourism plays a vital role in Caribbean economies, and Jamaica’s tourism industry is experiencing significant growth with an anticipated rise in travel during the summer season. As travel trends continue to evolve, Mastercard remains committed to collaborating with its partners to develop innovative financial solutions that enhance the travel experience for cardholders. By providing cutting-edge technology, Mastercard aims to strengthen the tourism sector and empower small businesses to thrive in Jamaica’s dynamic tourism landscape.

Dalton Fowles is Country Manager for Jamaica, Barbados, Trinidad and Tobago, and the Eastern Caribbean at Mastercard