Mastercard's new pan-European survey captures the shift to offline experiences in 2026, while a collaboration with Trend Hunter highlights the trends shaping the "Year of Human Connection"
Mastercard's new pan-European survey captures a clear shift towards human, offline experiences, highlighting 2026 as the "Year of Human Connection". Cypriots seem to follow similar trends to Europeans, increasingly opting for experiences that offer meaningful connection, authenticity, and moments with a real emotional imprint.
Almost 7 out of 10 Cypriots (68%) say they value today more than ever the experiences that bring them closer to other people, seeking a balance against the increasingly digital everyday life and the growing presence of artificial intelligence.
At the same time, Cypriots are increasingly turning to experiences that combine active participation with authenticity. 77% say they wish to participate more in outdoor activities in 2026, while 63% prefer experiences that reflect the personality and passion of the people who create them.
This trend is also reflected in the consumer choices of Cypriots. 65% say they increasingly prefer to spend their money on experiences and new activities, confirming a willingness to discover and try new things. At the same time, 60% choose experiences that support small and medium-sized businesses and strengthen local communities, highlighting the importance of supporting the local economy in consumer choices.
The findings are also confirmed by the latest data from the Mastercard Economics Institute, according to which the share of European spending on experiences (excluding travel) increased to 20.4%, from 19.9% in 2024. When consumers are in their home country, they prioritize wellness. In contrast, when traveling abroad, concerts record the biggest increase in spending.
The experiences that Cypriots choose in 2026:
Travel & tourism (89%)
Gastronomic experiences (80%)
Live events & concerts (79%)
Outdoor activities (77%)
Wellness and health experiences (77%)
The trends shaping the "Year of Human Connection"
To understand the cultural forces behind this shift, Mastercard has partnered with Trend Hunter, highlighting six trends that are shaping the 2026 experience through more humane, authentic, and more "offline" options.
Analogue Escapism – Consciously moving away from screens and digital devices, such as vinyl listening bars or photography events without smartphones
Common Ground – Communities connected through shared interests in places where they previously felt excluded
Communal Coping – Collaborative activities that help people face the challenges of modern life together
Conscious Connection – Focused, quality time through shared experiences that foster connection and intimacy with our loved ones
Halcyon Days – Increasing search for nostalgic experiences that revive cultural moments of the past
Indie Everything – Emphasis on independence, authenticity, and "raw" experiences, from DIY concerts to unexplored travel destinations
Mastercard, through the Priceless platform, continues to connect people with unique experiences in more than 30 destinations worldwide, enhancing the human dimension of moments that have real value.
As Natalia Lechmanova, Chief Economist, Europe, of the Mastercard Economics Institute, points out:
"We are also seeing a substantial shift in consumer priorities in Cyprus. As digital tension increases, people are looking for experiences that bring them closer, create shared moments, and leave a real footprint."
