Mastercard launched its Priceless experience platform in Israel on June 12, 2023. The introduction added activities in the country to a wider marketplace spanning more than 35 destinations and offering experiences that cardholders could also give as gifts.

The initial selection included a visit to Tel Aviv's Hatikva market, tours in Jerusalem, street-art experiences and wine tasting in the Northern Galilee. Mastercard also listed access to the Uri Geller Museum and digital yoga sessions associated with the Dead Sea and Ein Gedi.

The company positioned the platform around interests such as food, culture, music and sport for residents and travelers. It accompanied the launch with a musical collaboration involving Israeli artist Kutiman, using locally recorded sounds and scenes.

Mastercard said its Economics Institute had observed a 27.2% rise in visitor spending on experiences in Israel in March 2023 compared with March 2019. The launch connected the company's local tourism activity with its broader cardholder-experience program.