Mastercard launches The Mastercard collection to elevate premium cardholder experiences across EEMEA

EMEA – Mastercard has launched The Mastercard Collection, a new suite of global dining, entertainment, and travel benefits in the Eastern Europe, Middle East, and Africa (EEMEA) region.

Designed for Mastercard’s World, World Elite, and the newly introduced World Legend and World Legend Exclusive cards, this collection targets the company’s most premium credit cardholders.

This offering complements issuing banks’ rewards programs, granting cardholders priority access to exclusive experiences in over 45 destinations.

Benefits include priority reservations and curated menus at elite restaurants like One and Only Zabeel’s Aelia and Andaliman, Roka Istanbul, Zuma Istanbul, and Josette Dubai.

The Collection enhances entertainment access through Mastercard’s partnership with Live Nation, offering pre-sale tickets, premium seating, and VIP experiences at 75+ regional concerts annually.

Travel perks include complimentary access to 1,350 airport lounges worldwide and an exclusive Mastercard fast-track security lane at Istanbul Airport, alongside 190 fast-track lanes at 30+ global airports.

Prakriti Singh, EVP of Core Payments, EEMEA, emphasized creating memorable experiences beyond traditional benefits.

Ahmed Abdel-Karim Hussein, EVP of Integrated Marketing and Communications, highlighted Mastercard’s dedication to connecting consumers with their passions through curated lifestyle benefits.

Research indicates 75% of cardholders experience fulfillment pursuing passions like culinary exploration and cultural immersion, particularly the top 30% of earners who spend twice the average.

The World Legend Mastercard is currently available to banks and will debut to consumers in the UAE, Saudi Arabia, and Türkiye in Q4 2025, followed by broader rollout across EEMEA.

Mastercard  has been actively investing in the hospitality and travel sectors across the Middle East and Africa to enhance consumer experiences and accelerate digital adoption.

Beyond launching The Mastercard Collection, the company has partnered with key regional players like Live Nation to expand premium entertainment offerings and secure exclusive access to concerts and VIP events.

In the payments space, Mastercard collaborates with telecom providers such as Orange Middle East and Africa to extend mobile financial services to millions of new users across multiple African countries.

This partnership supports digital payments adoption in underbanked communities, enabling seamless transactions in travel bookings and hospitality.

Mastercard also invests in technology solutions to improve payment security and efficiency at major airports and hotels, including fast-track security lanes and digital wallet integrations.

These strategic moves align with Mastercard’s goal to deepen customer engagement in the region’s booming tourism and travel markets while driving financial inclusion and economic growth.

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