A new travel trend is reshaping the way Europeans spend their holidays, as more travellers combine leisure with the opportunity to learn a new skill. According to a new Mastercard study, nearly half of Europeans (48%) plan to acquire a new skill during their summer break, while 37% have already booked a trip specifically designed around learning and personal development.

The term “skilliday” — a blend of “skills” and “holiday” — captures the growing demand for travel experiences that go beyond relaxation, combining exploration with hands-on learning. The research, which surveyed more than 27,000 travellers across 28 European countries, reveals a shift towards holidays that offer greater meaning, personal enrichment and lasting value.

Gen Z Drives the Trend
Younger travellers are leading the skilliday trend, with 57% of 18- to 24-year-olds and 52% of those aged 25 to 34 already planning learning-focused trips. More than half of Europeans (51%) say holidays become more valuable when they offer the chance to gain new knowledge, with 48% viewing skills acquired abroad as more meaningful souvenirs than traditional keepsakes.

What Travellers Want to Learn
Language learning is the most popular skilliday activity, attracting 30% of travellers, followed by cooking and local food experiences, including wine and cheese production, at 28%. Wellness activities, traditional crafts, creative pursuits and outdoor experiences also rank highly, reflecting a growing interest in meaningful, hands-on travel experiences.

The rise of skillidays is also creating new opportunities for small and medium-sized businesses in Europe’s tourism sector, which employs one in nine workers across the continent and plays a significant role in economies such as Greece’s. Two in five travellers (42%) say they are willing to spend more on trips that allow them to develop a new skill, often choosing local providers in search of more authentic and memorable experiences.