Tourism, the ‘skilliday’ trend: travelling to learn new skills
Mastercard research: 50 per cent are willing to spend more on a trip that offers learning opportunities
Key points
There is a new trend that small and medium-sized enterprises in the tourism sector should take a close look at, as it offers opportunities for profit: ‘skilliday’ – a holiday that combines relaxation with leisure time spent acquiring new skills, discovering passions or engaging in educational experiences. According to new European research by Mastercard, carried out among over 27,000 travellers in 28 European countries, more than half of Italians (53 per cent), in line with the European average, aim to acquire a new skill whilst travelling. And 50 per cent (compared with 42 per cent across the European Union) are willing to spend more on a trip that offers this opportunity, with a preference for local operators able to provide authentic experiences.
Holidays with a learning focus
According to a survey conducted by Mastercard in collaboration with its research partner 3Gem, 40 per cent of Italians have already booked a learning-focused holiday: to learn a language, master a sport (or acquire survival skills). Younger people are leading the trend: 57 per cent of 18–24-year-olds and 52 per cent of 25–34-year-olds have already planned a trip dedicated to developing new skills this year.
The most sought-after skills
Among Italians, there is a clear preference for skills linked to cultural heritage and ‘know-how’: traditional craftsmanship (31%) tops the list, ranging from pottery to weaving and carpentry. Close behind are activities linked to the food and wine scene (29%), such as cookery courses and workshops with local chefs, alongside an interest in learning foreign languages (28%), which are considered essential for truly connecting with the cultures of the countries to be explored.
A boost for less well-trodden tourist routes
“Spending on experiences,” comments Natalia Lechmanova, Chief Economist for Europe at the Mastercard Economics Institute, “is proving more resilient than spending on goods, and learning-focused travel sits at the top end of this segment. Furthermore, experiential tourism tends to draw travellers away from the most crowded destinations, favouring small towns, rural areas and less popular times of year, thereby contributing to a more balanced distribution of the benefits of tourism.
