Forget lounging by the pool: a growing number of European holidaymakers are swapping sunbeds for pottery wheels and cooking classes. A new survey by Mastercard, covering more than 27,000 travellers across 28 European countries, reveals that 48% plan to learn a new skill as part of their summer travel this year.
The trend, which Mastercard has dubbed the “skilliday,” reflects a broader shift in how Europeans value their leisure time. According to the data, 42% of respondents are willing to pay more for a trip that offers a learning experience, and 37% have already booked a skill-based holiday. For many, the skills acquired abroad are considered more valuable than traditional souvenirs: 48% said the abilities they gain are worth more than any trinket they could bring home.
Gen Z Leads the Charge
Younger travellers are driving the movement. Among 18- to 24-year-olds, 57% are planning a skill-based trip this summer, while 52% of those aged 24 to 34 are following suit. “Today’s tourists are looking for travel experiences that leave a lasting impression, helping them to create memories, and increasingly, muscle memories,” said Natalia Lechmanova, chief economist, Europe at the Mastercard Economics Institute.
Lechmanova added that the trend also reflects changing spending habits: “Spending on experiences has proven more resilient than spending on goods, and skill-based trips sit right at the high-value end of that.” She noted that skill-based travel often draws visitors beyond crowded hotspots into smaller towns, rural areas, and quieter seasons, helping to spread tourism’s benefits more evenly across the continent.
What Europeans Want to Learn
The survey asked travellers which skills they most want to acquire abroad. The top five were:
- Basic phrases and conversation in a new language – 30%
- Culinary skills and cooking workshops with local chefs – 28%
- Food and drink production, including cheesemaking – 28%
- Wellness and movement, including meditation and martial arts – 25%
- Traditional crafts, including weaving, woodworking and textiles – 24%
Creative arts such as photography, painting, and writing appealed to 23% of respondents, while sports (skiing, surfing, hiking) attracted 19%. Outdoor and survival skills, heritage crafts, and sustainable living rounded out the list.
National Preferences Vary
Mastercard’s data also highlights distinct national preferences. Serbian travellers showed the strongest interest in language learning, with 45% keen to pick up a new tongue. Romanians were the most passionate about food, with 41% eager to take a cooking class abroad. Swedish travellers also expressed a strong interest in food production, at 37%.
Wellness and movement-based experiences—such as yoga, meditation, and dance—were particularly popular among Slovenians, with 35% choosing them. Italians, meanwhile, showed a marked preference for traditional crafts: 31% wanted to learn pottery, weaving, or woodworking. Creative arts skills were equally popular among Croatians and Serbians, both at 31%.
The findings come as European tourism continues to evolve, with travellers seeking more immersive and meaningful experiences. As the continent braces for another hot summer—Spain is already facing a second heatwave with temperatures up to 44°C—the appeal of indoor workshops and cooler, less crowded destinations may grow further.
For those planning a skilliday, the options are as diverse as Europe itself. Whether it’s learning to make cheese in the French countryside, mastering a martial art in Slovenia, or taking a photography course in Croatia, the continent offers ample opportunities to return home with more than just a tan.
