Nearly half of European travelers intend to learn a new skill during their summer vacations this year [1].
This shift toward "skillidays" suggests a change in how tourists view leisure time, moving away from passive relaxation toward active personal growth. By integrating education into travel, holidaymakers seek to make their trips more enriching and memorable.
A recent survey conducted by Mastercard across 28 European countries [3] highlighted this trend. The data, collected from more than 27,000 holidaymakers [2], shows that approximately 50% of respondents plan to acquire a new ability while away from home [1].
Individual experiences mirror these broad statistics. Danaye, a vacationer, used her time away to conquer a personal fear by learning how to jet-ski [4]. Her experience illustrates the motivation behind the trend, as many travelers use the freedom of a holiday to tackle challenges they might avoid during their daily routines [5].
While traditional sightseeing remains popular, the desire for tangible outcomes, such as a new hobby or a mastered technique, is becoming a primary driver for trip planning. The survey indicates that this pursuit of knowledge is widespread across the continent, spanning various demographics and destinations [3].
The trend reflects a broader move toward experiential travel, where the value of a trip is measured by the skills gained rather than just the locations visited [5].
“Nearly half of European travellers plan to learn a new skill this summer.”
The rise of 'skillidays' indicates a commercial shift in the travel industry, where tourists are increasingly prioritizing personal development over traditional leisure. This trend may lead to a higher demand for curated educational experiences and certification-based activities at resorts and tourist destinations across Europe.
