Visa redefining role with launch of Visa Destinations

In a move that sees it making a strategic expansion of its role beyond payments, Visa has launched Visa Destinations — a passion-led travel platform live in 10 major locations around the world, as the company redefines its role in the rapidly growing experience-driven travel economy.

Visa Destinations positions the company at the centre of how travellers discover, plan and experience trips.

According to Visa research, travellers are increasingly choosing destinations based on passion, purpose, and experiences, not just geography.

In 2025 alone, 4 in 10 American travellers made a trip to experience music, sports or art festivals1, with major cultural moments acting as magnets for international visitors and catalysts for local economies.

Available exclusively to Visa customers, through a mobile-first platform, Visa Destinations is designed around why people travel, whether they are drawn by food, fashion, sports or simply wandering the streets for hidden gems, it delivers tastemaker recommendations, city guides, and curated experiences to support Visa’s shift from being the way to pay for travel to becoming a travel companion.

Katya Petelina, Head of Global Cross-Border and Global Sales & Commercial Operations at Visa, observed that: “Travel is expected to grow 10% annually over the coming years. It consistently shows resilience to the world’s events and consumers protect it. Our latest Visa Global Travel Intentions Study indicates customers will cut back on everyday spending to save for planned travel.”

And Petelina continued: “With Visa Destinations, we are accompanying travellers throughout their journey and helping them discover the moments that make a destination memorable, while giving our issuers and merchant partners a meaningful way to participate in the economic growth that travel creates.”

Visa Destinations is available and curating experiences in 10 locations, including Paris, London, Dubai, Milan, Rome, Mexico City, New York City, Miami, San Francisco and Thailand.

Once on board, cardholders can enhance their trips through curated offerings across dining, entertainment, culture, hospitality, wellness, shopping and transport, such as exclusive viewing moments and Priority Access to Top of the Rock Observation Deck at Rockefeller Center in New York City and the Louvre in Paris, as well as dining experiences tastemakers recommend.

Premium cardholders, including Visa Infinite and Visa Signature, can enjoy enhanced benefits and tailored travel experiences.

Visa has partnered with global leaders across the financial and travel ecosystem to increase the platform’s value proposition. Global anchor partners include financial institution Santander Group, promoting Visa Destinations to their customers in key regions around the world, and travel partners Global Blue, Star  Alliance, and Trip.com Group.

Together, these partnerships provide Visa cardholders with exclusive access, premium benefits, and locally distinctive experiences that bring cardholders closer to the character of each destination.