European Travelers Embrace Skill‑Learning Vacations, AI Planning Grows in Hungary

A Mastercard survey of more than 27,000 travelers across 28 European countries found that 48 % of respondents plan to acquire a new skill during their summer holiday. Hungarians are similar, with 42 % agreeing to learn a new skill while traveling. Language learning tops the list, followed by culinary workshops and experiences related to local food and drink. One‑fourth of travelers would join cooking classes or learn how regional products such as wine, cheese or beer are made, and 20 % are interested in outdoor survival skills. Overall, 42 % are willing to pay extra for trips that offer skill‑development, preferring local providers that deliver authentic experiences. The study notes tourism employs one in nine Europeans and contributes 10.5 % of EU GDP.

A separate Kiwi.com‑commissioned poll of Hungarians reveals growing use of artificial intelligence for trip planning. While only 5 % would hand over the entire booking process to AI, 20 % envision fully outsourcing their travel planning to AI. The majority use AI as an intelligent assistant, with 87 % ready to follow AI suggestions that could save money, though they would still verify the options. Acceptance varies by age: 62 % of 29‑39‑year‑olds, 56 % of 40‑50‑year‑olds, and 45 % of 18‑28‑year‑olds would rely on AI for the search phase.