Mastercard has expanded its global lifestyle platform, Priceless.com, to Africa, giving cardholders access to curated travel experiences across nine destinations, including Uganda.
Priceless Africa is a new travel experiences platform that combines curated tourism offerings with secure digital payment services.
The launch follows strong growth in the continent’s tourism sector. According to UN Tourism, Africa received 81 million international tourist arrivals in 2025, an 8 percent increase over the previous year, making it one of the fastest-growing tourism regions globally.
Mastercard said changing travel preferences are driving demand for authentic, experience-based tourism centred on local culture, cuisine, wildlife and adventure rather than traditional sightseeing.
The company has responded by expanding its global Priceless.com platform into nine African markets, including Uganda, Kenya, Rwanda, Tanzania, South Africa, Ghana, Morocco, Mauritius and Zimbabwe.
Beyond curated travel experiences, Mastercard is integrating financial services into the tourism ecosystem by offering cardholders travel discounts, airport lounge access, hotel and flight savings, car rental services and seamless digital payment solutions.
Ahmed Abdel-Karim Hussein, Executive Vice President for Integrated Marketing and Communications in Eastern Europe, the Middle East and Africa, said Africa’s cultural diversity and creativity continue to attract travellers seeking meaningful experiences.
The launch is supported by Mastercard’s “You Have To Be Here” campaign, which will run until December 2026 to promote African destinations through storytelling and digital travel content.
The company said it will continue adding new experiences and expanding into additional African markets throughout 2026, reinforcing its long-term commitment to the continent’s tourism economy.
