A new survey by Mastercard highlights the dynamic rise of "skillidays", with almost half of Europeans (48%) planning to learn a new skill during their holidays this summer, with Gen Z leading the trend.
The classic summer vacation is gradually giving way to a new travel trend: the so-called "skilliday" — from the combination of the words skills and holiday — i.e. trips that combine leisure with learning a new skill.
According to a large new survey by Mastercard, which involved more than 27,000 travellers from 28 European countries, almost half of Europeans, 48%, plan to learn something new during their vacation
More than one in three Europeans, 37%, has already booked a trip to learn a new skill this year. This can range from learning a foreign language and taking part in cooking classes, to practicing a sport or even learning basic survival skills in nature.
The trend is particularly pronounced among younger ages, with 57% of people aged 18-24 and 52% of travellers aged 25-34 having already organized a similar trip. At the same time, more than half of Europeans (51%) say that travel becomes more valuable when it gives them the opportunity to learn something new, while almost half (48%) consider that the knowledge and skills they acquire are now a more valuable "souvenir" than traditional souvenirs.
The activities that attract the most interest include:
Learning basic phrases in a new language (30%)
Cooking classes and culinary experiences with local chefs (28%)
Production of local products and beverages, such as wine and cheeses (28%)
Wellness and movement activities (yoga, meditation, dance) (25%)
Traditional arts and crafts (pottery, weaving) (24%)
Creative activities (photography, painting, writing) (23%)
Sports programs and outdoor activities (19%)
Survival skills in nature (18%)
Traditional craft techniques (14%)
Sustainable living practices (13%)
The rise of "skillidays" also creates new opportunities for small and medium-sized enterprises in the tourism sector, a sector that employs one in nine workers in Europe and contributes significantly to the European economy, including Cyprus. Two in five travellers l(42%) say they are willing to spend more money on a trip that offers them the opportunity to acquire a new skill, often turning to local providers that can provide authentic experiences.
Commenting on the survey's findings, Natalia Lechmanova, Chief Economist, Europe, Mastercard Economics Institute, said: "This trend reflects a broader shift in the way people choose to use their money, giving more value to experiences. Trips that combine vacations and learning new skills offer travellers a more meaningful experience, while also enhancing less popular destinations, rural areas and periods with lower tourist traffic, contributing to a more balanced distribution of tourism benefits."
Through priceless.com platform, Mastercard offers its cardholders access to unique experiences around the world, enabling them to discover new destinations, get closer to the local culture and experience trips with real value.
