Nearly half of European travellers plan to learn a new skill during their summer holidays this year [1].
This trend indicates a shift in tourism behavior where travelers seek personal growth and tangible abilities rather than passive relaxation. The movement toward active learning suggests that the value of a trip is increasingly measured by intellectual or creative gain.
A survey by Mastercard has found that Europeans are swapping poolside lounging for pottery wheels, cooking classes, and creative arts workshops when on holiday, MSN said [2]. The data shows that 49% of European travellers intend to pursue these activities [1].
These "skillidays" focus on immersive experiences that allow tourists to engage with local cultures through hands-on practice. Instead of visiting monuments or relaxing at resorts, many are opting for structured workshops that provide a lasting sense of achievement.
According to the report, many travelers are valuing new skills gained over traditional keepsakes, MSN said [2]. This preference suggests that a learned technique or a completed piece of art is viewed as a more meaningful memento than a physical souvenir purchased at a gift shop.
While traditional leisure remains a part of the summer experience, the integration of education into travel highlights a growing desire for productivity during downtime. The focus on creative arts and culinary skills reflects a broader interest in craftsmanship and artisanal traditions across Europe [1].
“Europeans are swapping poolside lounging for pottery wheels, cooking classes, and creative arts workshops”
The rise of 'skillidays' reflects a transition in the experience economy, where consumers prioritize 'human capital'—knowledge and skills—over the mere consumption of leisure. By replacing traditional souvenirs with learned abilities, travelers are seeking a deeper, more sustainable form of tourism that emphasizes personal development and cultural integration.
