MasterCard recently published its Global Destination Cities Index: Play, highlighting international trends in leisure and luxury travel. The report identifies cities where the vast majority of overnight visitors traveled for non-business reasons in 2017—purposes that span family visits and vacations to eco-tourism and adventure travel.
The report’s top 10 destinations, ranked by the share of overnight visits that were for leisure rather than business, are:
- Punta Cana, Dominican Republic (99.9% leisure)
- Cusco, Peru (98% leisure)
- Djerba, Tunisia (97.7% leisure)
- Riviera Maya, Mexico (97.5% leisure)
- Palma de Mallorca, Spain (97.2% leisure)
- Cancún, Mexico (96.8% leisure)
- Bali, Indonesia (96.7% leisure)
- Panama City, Panama (96.3% leisure)
- Orlando, United States (94.1% leisure)
- Phuket, Thailand (93% leisure)
“Travel allows us to broaden our horizons by exploring new places, people and experiences,” said Francis Hondal, president of loyalty and managed services at MasterCard. “The MasterCard Global Destination Cities Index: Play shows that special cities around the world are tapping into that trend and building a brand of fun, relaxation and enjoyment for like-minded travelers.”
By focusing on destinations with overwhelmingly leisure-driven visitation, the index points to markets that cater to recreational travel—from beach resorts and historic sites to family theme parks and nature-based adventures. These cities often invest in tourism infrastructure, hospitality services and attractions that appeal to travelers seeking relaxation, entertainment and memorable experiences. For destinations, a high leisure share can guide marketing and product development aimed at families, couples and individual travelers looking for restorative or experiential getaways.
For travelers, the list underscores well-known holiday hotspots as well as cultural and natural destinations that continue to draw visitors for leisure rather than work. Whether planning a beach escape in Punta Cana or Bali, exploring archaeological and cultural sites in Cusco, or enjoying theme parks in Orlando, the index helps highlight places where leisure travel dominates and where services and experiences are tailored to leisure visitors.
MasterCard’s analysis provides useful context for tourism planners, travel businesses and leisure travelers by identifying where non-business travel is most prominent. This information can help destination marketing organizations, hotels and tour operators better align their offerings with visitor expectations and demand for relaxation, adventure and cultural enrichment.