Premium card spending in Pakistan witnessed record-breaking growth during the 2025 summer holiday season, with digital transactions more than doubling, according to new data released by Visa on September 17, 2025. The findings from Visa’s Consumer Spending Insights, published through its Visa Consulting & Analytics Retail Spend Monitor, highlight a significant shift in consumer behavior, driven by increased digital adoption and evolving travel preferences.
Overall summer spending on Visa premium consumer cards in Pakistan rose 36% year-on-year, reflecting both a recovery in travel and a deeper reliance on digital payments. The standout figure, however, was digital spending, which soared by 110%, underscoring how premium cardholders are increasingly prioritizing convenience, security, and alternative payment methods.
Travel continued to dominate the spending patterns of Pakistani premium cardholders, accounting for a major share of overall activity. Longer getaways emerged as a key trend, capturing 66% of total travel expenditure and generating higher average spending per trip. Outbound travel saw a clear pivot toward emerging destinations, with Malaysia, Thailand, Qatar, Azerbaijan, Switzerland, and Indonesia recording a collective 63% increase. Premium Visa cardholders alone contributed to an 11% rise in outbound travel spending, now representing nearly 80% of total summer travel spend.
The preference for exploring new destinations was balanced by growth in local leisure choices. Staycations within Pakistan increased by 26%, while spending on dining and leisure activities surged by 57%. This reflects how Pakistani consumers are not only embracing international travel but also investing in lifestyle and recreational experiences at home.
The timing of travel also revealed important behavioral patterns. A majority of cardholders, around 84%, opted for last-minute travel plans within a month of their trips. Only 7% began planning three months ahead, while 9% planned within one to three months. This last-minute approach aligns with the flexibility enabled by digital payments, offering consumers the freedom to secure bookings and make purchases on demand.
eCommerce emerged as another strong driver of spending growth, recording a 19% increase among premium Visa cardholders. This further illustrates the expanding role of online shopping and alternative payment solutions in Pakistan’s financial ecosystem, especially as consumers continue to seek digital-first experiences.
Inbound travel spending by international premium cardholders in Pakistan also strengthened, providing a boost to the local economy. Visitors from the Gulf region, particularly Saudi Arabia and Bahrain, as well as from African markets such as South Africa, Mozambique, and Malawi, recorded a 33% increase in spending. European cardholders also contributed, with spending from the United Kingdom, Turkey, the Netherlands, and Belgium rising by 44%.
Visa’s Retail Spend Monitor, developed by Visa Consulting & Analytics, provides a comprehensive snapshot of consumer behavior across retail, travel, and experience-related activity. The 2025 summer data covers the period from July 1 to August 15 and is based on a subset of VisaNet transactions, complemented by survey estimates for other payment methods.
The record 110% growth in digital payments among Pakistan’s premium cardholders signals a broader transformation in consumer habits, as more individuals embrace cashless options for everyday and travel-related purchases. With the surge in both local and international spending, the data underscores the growing importance of digital transactions in powering Pakistan’s economy and highlights how premium cardholders are at the forefront of this change.
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