Trend im Tourismus – «Skilliday»: Neues lernen statt am Strand abhängen

A new trend is reshaping European tourism, with more travelers opting for educational experiences over traditional leisure activities. Known as “Skilliday,” this concept combines travel with learning, offering participants opportunities to acquire new skills while exploring destinations. According to a study conducted by Mastercard in collaboration with a research institute, involving over 27,000 holidaymakers across 28 European countries, nearly half—48 percent, of Europeans plan to take a Skilliday this year. The trend is particularly pronounced among younger generations, with around 39 percent of Swiss women having already booked trips focused on learning. The term “Skilliday” merges the English words “skill” and “holiday,” describing a vacation centered around acquiring knowledge or expertise. In Switzerland, gastronomy-related skills top the list of desired learnings, with almost 27 percent of respondents expressing interest in learning how to produce local products such as wine, cheese, or beer. Another 26 percent want to attend cooking workshops. In other parts of Europe, language courses rank highest, with 30 percent hoping to gain enough proficiency to communicate with locals. A smaller percentage, 18 percent, are interested in survival skills for outdoor environments, while 14 percent prefer traditional crafts. Swiss travelers show a clear preference for learning during their holidays, with 47 percent stating that their trips have more meaning when they involve gaining new knowledge. Additionally, about 40 percent are willing to pay more for such experiences, especially when providers offer authentic, locally rooted experiences. This shift has created new revenue opportunities for small and medium-sized businesses within the Swiss and broader European tourism sectors. Experts suggest that these types of trips are drawing visitors away from heavily frequented tourist spots toward smaller cities, rural areas, and less busy seasons, helping to distribute the impact of tourism more evenly. The demand for skill-based vacations has also influenced destination choices. While many Swiss travelers still favor classic Mediterranean locations, there are regional differences. For instance, German-speaking Swiss tend to choose Spain as their top long-haul destination, whereas French-speaking Swiss prefer Greece. Other popular destinations include Canada for German-speaking Swiss and Tanzania for Western Swiss. These preferences are partly influenced by ongoing geopolitical factors, including the continued conflict in the Middle East. Travel budgets have also shifted, with Swiss tourists spending slightly less on traditional beach holidays but more on individualized trips. This aligns with the growing appeal of Skillidays, which cater to personal interests and provide deeper engagement with local cultures. The trend reflects a broader movement towards meaningful travel, where experiences are valued over mere relaxation. As the tourism industry adapts to these changing consumer expectations, businesses and policymakers are looking for ways to capitalize on the demand for educational travel. With increasing numbers of travelers seeking both entertainment and enrichment, the future of tourism appears to be evolving into one that offers more than just sightseeing, it promises growth, learning, and cultural exchange.