Mastercard has introduced The Mastercard Collection, a new premium experience platform that brings together enhanced global dining, entertainment and travel benefits for cardholders across Eastern Europe, the Middle East and Africa (EEMEA). The platform targets users of the company’s top-tier cards — World, World Elite, and the newly launched World Legend and World Legend Exclusive Mastercards — marking Mastercard’s most advanced lifestyle offering yet.
Built on insights from the company’s latest consumer research, the launch reflects a growing global shift: people are prioritizing meaningful connections and choosing to spend on experiences that offer fulfilment, community and memorable moments. Almost 75% of surveyed cardholders say they feel most fulfilled when pursuing personal passions such as culinary discovery, arts, travel or cultural immersion — a trend even more pronounced among the highest spenders. (Mastercard proprietary research, 2024)
A Curated Suite of Premium Experiences
Designed to complement issuing banks’ own loyalty and rewards programmes, The Mastercard Collection delivers priority access to exclusive, high-value experiences tailored to evolving consumer expectations. The benefits extend across more than 45 global destinations, with seamless utility whether cardholders are at home or travelling.
“The Mastercard Collection and our World card portfolio go beyond benefits to create experiences that truly matter,” said Prakriti Singh, Executive Vice President, Core Payments, EEMEA at Mastercard. “Consumers today don’t just want access — they want moments that make memories. We are turning everyday payments into extraordinary possibilities.”
Cardholders will enjoy curated dining privileges including priority reservations and exclusive menus at top fine-dining venues such as Aelia, Andaliman, Culinara, La Dame de Pic and Maison Devoille at One&Only Za’abeel, as well as renowned restaurants like Roka Istanbul, Zuma Istanbul, Il Borro Dubai, Josette Dubai, Alici Dubai, MAYABAY Dubai and others.
Expanded Entertainment Access Through Live Nation Partnership
In entertainment, Mastercard is extending its long-standing partnership with Live Nation to the EEMEA region, granting cardholders priority access to over 75 concerts annually across the region and more than 2,500 events worldwide. The offering includes presale tickets, premium seating and exclusive VIP experiences.
“At Mastercard, we believe in the power of connecting people to their passions,” said Ahmed Abdel-Karim Hussein, Executive Vice President, Integrated Marketing and Communications, EEMEA. “Together with partners like Live Nation, we are enriching consumer experiences through curated benefits that unlock priceless moments.”
Travel Benefits for Frequent Flyers and Global Explorers
Frequent travellers can access complimentary entry to over 1,350 airport lounges globally, alongside dining, retail and wellness discounts across airport terminals. A standout benefit is Mastercard’s exclusive fast-track security lane at Istanbul Airport, designed to streamline passenger experience from the moment they arrive. In addition, cardholders gain access to 190 fast-track lanes across more than 30 airports worldwide.
Rollout Timeline
The new World Legend Mastercard is already available to issuing banks in the region. It will roll out to consumers in the UAE, Saudi Arabia and Türkiye in Q4 2025, ahead of a broader multi-country expansion.
By pairing advanced payment technologies with deeply curated lifestyle experiences, Mastercard aims to redefine premium card ownership for the EEMEA region — shifting from transactional perks to meaningful, experience-driven value.
