Survey Reveals Shift Toward Skill-Building Vacations
A recent Mastercard survey of over 27,000 travelers across 28 European countries found that 48% of respondents intend to acquire a new skill during their next trip. Furthermore, 37% have already booked such experiences. This trend is especially strong among younger generations: 57% of those aged 18 to 24—Generation Z—expressed a desire to travel for the purpose of gaining new abilities.
Top Skills Travelers Want to Learn
The study also showed that 42% of European tourists are willing to pay more for a trip that offers a learning opportunity. The most sought-after skills include:
- Language learning (30%)
- Cooking (28%)
- Food and beverage production (28%)
- Wellness and movement practices, including meditation and martial arts (25%)
Preferences vary by country. For instance, 45% of Serbian travelers prioritize language study, while Romanians show the strongest interest in international cooking classes (41%). Swedish travelers are drawn to food production (37%), and Slovenians favor wellness activities (35%). Italians are keen to learn traditional crafts (31%), while Croatians and Serbs are particularly interested in developing creative skills (31%).
Among Ukrainian respondents, 28% expressed a desire to develop new sports-related skills during their trips. These findings point to a broader transformation in travel habits, where education and personal growth are becoming central to the vacation experience for many Europeans.
The results suggest that European tourists are increasingly seeking to turn their journeys into educational experiences, which could drive the emergence of new, learning-focused travel formats. This growing appetite for skill-building trips may also push travel companies to adapt their offerings to meet changing consumer demands.