European Travelers Embrace Skill‑Focused Holiday Trend

A Mastercard survey of more than 27,000 travelers across 28 European countries found that nearly half of Europeans plan to acquire a new skill during their summer holidays. The “skilliday” concept, driven mainly by Gen‑Z, replaces traditional “fly‑and‑flop” vacations with trips that include language lessons, cooking workshops, sports, or survival training. About 37 % of respondents have already booked trips specifically to learn a new skill, and 51 % believe such experiences are more rewarding than conventional vacations. Travelers also value the lasting memory of a new ability over material souvenirs, and 42 % are willing to pay more for skill‑focused travel, especially when organized by local providers.

The trend presents a commercial opportunity for small and medium‑sized tourism businesses, as skill‑based trips can attract visitors to less‑touristed regions and off‑season periods, spreading economic benefits more evenly across the EU tourism sector.