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Learn how Mastercard collaborates with tourism authorities around the world
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Turespaña, Spain’s destination marketing organization, was seeking to attract more sustainability-conscious tourists to the country and adapt its offerings to these travelers. To support this objective, Mastercard performed an analysis exploring international tourists’ attitudes, while analyzing the potential spend propensity for sustainable experiences in the country. Turespaña was able to better understand tourist sentiment, identify key audience segments for future promotions and adapt experiences on its website to focus more on sustainability.
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Spain, considered one of the best tourist destinations for travelers sensitive to sustainability
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EYE BROW
Developing sustainable tourism through analysis and segmentation of traveler behavior
The Sevilla City Office collaborated with Mastercard to position the Spanish city as a digital, inclusive capital that promotes sustainable tourism. Leveraging Mastercard‘s sustainability data insights, the “Discover Juan’s Seville“ campaign highlighted the local culture, diversity and authenticity of the city. Marketing tactics included leveraging outdoor advertising, street marketing, social media content and a promotional landing page, all featuring a local influencer.
Seville, Spain
Positioning Seville as a sustainable tourism destination
Málaga City Council and Mastercard continue to advance the use of data intelligence applications for the tourism sector. Together, we have developed a new platform, whereby Málaga’s small and medium-sized tourism businesses can gain insights derived from anonymized, aggregated transactional data, powered by artificial intelligence. The collaboration demonstrates a new model to leverage responsible AI to support innovation for small and medium-sized enterprises.
Málaga, Spain
Harnessing AI to promote digitalization and innovation in Málaga’s tourism sector
Mastercard and Les Digiteurs partner to increase cybersecurity awareness for SMEs in France
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Increasing resilience through cybersecurity awareness and assessment
Mastercard collaborated with the Paris Ile-de-France Chamber of Commerce and Industry to promote better cybersecurity awareness and developed a unique approach to ecosystem resilience. Mastercard supported the organization and its thousands of small and medium-sized business members through a combination of online, quick cyber risk self-assessment tools, targeted threat and benchmark reports and webinars and training sessions. As a result, the Paris Ile-de-France Chamber of Commerce and Industry has continuous oversight of cyber risks within its ecosystem and continues to promote action to increase resilience.
The events industry is increasingly a strategic priority for many destinations. Mastercard collaborated with OTCP (Office of Tourism and Congress of Paris) to design a platform to measure and raise awareness of the economic, social and carbon impact of events held in the city. The Mastercard Labs as a Service team ran a five-day design-thinking sprint to scope, design and develop an event impact platform to provide greater visibility on the impact of events. With this platform, Mastercard and OTCP are building a more sustainable event industry in Paris, improving the attractiveness of the destination, while educating event organizers and attendees on the environmental impact of conferences and other major events.
Mastercard partners with LEAF to expand financial inclusion and increase the incomes of more than 1 million farmers
Equipping farmers with digital tools
CASE STUDY
Driving sustainability through event impact measurement
Paris, France
To stay competitive, destinations need to develop a deeper understanding of traveler expectations and desires. Mastercard collaborated with the German tourism association, Magic Cities, to develop a tourism benchmark to better understand traveler motivations including home country, seasonality and the propensity of business vs leisure travel. Ten Magic Cities across Germany harnessed aggregated, anonymized Mastercard data insights for a better understanding of tourist behavior.
Harnessing data insights across Germany’s Magic Cities
After the COVID-19 pandemic, Prague’s city government wanted to gain insight into visitors’ behavior to manage tourism flows more effectively. Prague City Tourism collaborated with Mastercard to conduct a microanalysis into tourism spend, activities, movement and concentration, to inform the city’s tourism recovery. The program established a new data framework to avoid overcrowding in Prague’s 300 x 300m central area, enabling the city government to empower strategic and operational decision-making while better understanding tourist behavior and balancing tourism flows.
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Prague, Czech Republic
Propelling Prague’s tourism revival through data insights
Mastercard collaborated with the Croatian National Tourist Board to launch a co-branded marketing campaign, entitled “Experience all Croatia has to offer”. The purpose of the campaign was to attract travelers from targeted travel corridors to visit Croatia. The campaign featured exclusive content, experiences and benefits for “Croatia for Mastercard” cardholders and showcased an interactive AR 360° video experience to drive greater engagement.
Experience all Croatia has to offer
Attracting new travelers through digital destination marketing
Measuring event impact to assess environmental and social attractiveness
Gothenburg’s events industry is booming, but there is a growing concern about the environmental and social impact of events taking place in the city. Mastercard collaborated with the city of Gothenburg to develop a platform to calculate the impact of events and demonstrate their socioeconomic contributions. The Mastercard Labs as a Service team ran a five-day design-thinking sprint to scope, design and develop an event impact platform to provide visibility on the economic, social and environmental impact of events. With this platform, Gothenburg can use these insights to drive improved event portfolio management, attract long-term investment and ultimately increase the city’s attractiveness.
Gothenburg, Sweden
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Measuring the economic and environmental impact of Rally Sweden
Hosting Rally Sweden was an opportunity for the city of Umeå, but this posed a challenge to preserve environmental progress, while creating a memorable visitor experience. Mastercard collaborated with Umeå to align its tourism growth plans with its net-zero ambitions. Mastercard provided Umeå Carbon Calculator insights to understand the environmental impact of visitors‘ and residents‘ spending and analyzed the economic impact of the Rally in the city. This analysis helped Umeå better understand the environmental and economic side effects of the event and identify actions to make city events more sustainable.
Umeå, Sweden
How the city of Umeå, Sweden, is using spending data to strive for net zero
Promoting tourism in one of Europe’s 2023 Capitals of Culture
In collaboration with the Timișoara Destination Management Organisation and Timișoara City Hall, Mastercard is supporting the promotion of the Romanian city, one of Europe’s 2023 Capitals of Culture, as a key tourism destination for foreign travelers, while informing city policies with aggregated and anonymized data insights. The objective is to ensure a continuous flow of tourists to Timișoara in the coming years.
Timișoara, Romania
Optimizing the digital traveler experience through co-creation
The Osaka Convention & Tourism Bureau (OCTB) felt the city’s existing tourist journey no longer represented nor reflected changing tourist behaviors following the pandemic. The Mastercard Labs as a Service team hosted a three-day customer-centric design sprint to develop a new customer journey offering the unique and authentic Osaka travel experience by embracing the power of digital. The sprint brought the resulting solutions to life to solve existing tourist pain points and face the challenges digital tourism brings.
Osaka, Japan
The Chilean government wanted to reinforce domestic tourism and attract greater numbers of international travelers to come to Chile, thereby driving higher transactions with offers in relevant categories of tourism merchants. Mastercard collaborated with the Chile National Tourism Agency (SERNATUR) and the Federation of Enterprises of Chile (FEDETUR) to launch Mastercard’s Travel Recovery. The campaign promoted discounts, benefits and diverse Priceless experiences to Chilean and global Mastercard cardholders to support the recovery and growth of the Chilean tourism industry.
Mastercard Travel Recovery: Discovering Chile, the World’s Best Green Destination 2022
Innovative marketing campaign to drive foreign and domestic tourism revival
In collaboration with the Costa Rica Institute of Tourism and Correos de Costa Rica, Mastercard is helping to power the Tico Treasures platform in Costa Rica. This innovative program seeks to enhance the traveler experience while generating new opportunities for local producers and SMEs in the country. Visitors are now able to seamlessly purchase local products in person or online and have the items shipped to their homes across the world, courtesy of the Costa Rican Postal Service. The initiative promotes innovation and digitalization and seeks to develop tourism in a more sustainable and inclusive way.
The Mastercard Tourism Innovation Hub is proud to support the development and launch of the e-Tourist program in Costa Rica
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Developing more inclusive tourism in Costa Rica
Innovation for sustainable tourism
The Costa Rican Tourism Authority, Mastercard and the National Bank of Costa Rica collaborated to launch a strategic initiative to design a sustainable tourism program. Tourists arriving in Costa Rica can now print a biodegradable prepaid Wildlife Impact Card at the airport to spend while in the country. Cardholders can track the carbon footprint of their spending, encouraging more sustainable spending choices, and offset their emissions by making donations to protect endangered species and to the Priceless Planet Coalition. With this program, Costa Rica and Mastercard are promoting a more sustainability-conscious tourism while digitalizing the payments industry and increasing payment security.
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The government of Panama has collaborated with Mastercard to foster greater financial inclusion in the country, with a specific focus on SMEs operating in the tourism sector through the creation of a financial inclusion ecosystem. The program enables a seamless payments experience for tourists by equipping SMEs with digital acceptance capabilities via tools like mobile POS. The initiative also aids tourism SMEs to better manage their cash flow and finances across tourism seasonality with business accounts, cards and tools such as e-invoicing, accounting and payroll services. By providing tourism SMEs in Panama with access to educational tools to acquire new business skills, the program supports sustainable growth within the country’s tourism sector.
A dedicated platform for small and medium-sized tourism enterprises to promote digital education, training and cybersecurity.
Fostering financial inclusion for Tourism SMEs in Panama
Data-driven decision-making for the Swiss tourism ecosystem
Together with the Lucerne University of Applied Sciences and Arts and a major telecommunications provider, Mastercard is supporting the Swiss tourism ecosystem in establishing a foundation for future data-driven decision-making. Among other initiatives, Mastercard measures and analyzes visitor behavior and develops use cases demonstrating how the tourism sector can leverage anonymized, aggregated data to improve destination strategy.
The objective of the Kenya Tourism Board (KTB) was to grow tourist arrivals and improve destination offerings. Mastercard collaborated with KTB to help the agency to analyze anonymized traveler profiles and assess the economic impact of policies through Mastercard's Data Insights capabilities. Through a multi-pronged approach leveraging Mastercard's Managed Marketing Services and Priceless, the collaboration has involved campaign planning and execution as well as the creation of bespoke travel packages with experiences across wildlife, nature and culture.
Mastercard announces MoU with Kenya Tourism Board (KTB) to help boost tourism
Boosting Kenya's tourism economy through data insights and marketing services
