Mastercard's latest Experience Economy survey, conducted among more than 27.000 respondents across Europe, shows that travel, gastronomic discoveries and spending time in nature are among the key priorities. This shift is clearly reflected in consumer habits: three in five Europeans (60%) plan to spend more time in live activities in 2026 to create a better balance between their digital and offline lives, while 64% say they are more willing to spend when enjoying a quality experience.
Physical experiences as a response to digital overload.
The survey results further confirm consumers’ willingness to take a break from technology. As many as two-thirds of respondents (64%) rely on recommendations when choosing leisure activities, while 63% plan to participate in events dedicated to digital detox. At the same time, 58% are actively seeking shared live experiences - from workshops to group programs aimed at relaxation and stress relief. Data from the Mastercard Economics Institute further confirms this trend: the share of spending on experiences (excluding travel) increased to 20,4% last year, compared to 19,9% in 2024. Despite economic challenges, 46% of Europeans are ready to reduce their spending on technology and streaming services in order to invest more in leisure, while 59% emphasize that today, more than ever, they prioritize experiences.
As he points out Jelena Sretenović, Mastercard's director for the markets of Serbia, Montenegro and Bosnia and Herzegovina, The research results clearly indicate a change in the way consumers today define value: "Value is increasingly measured by experiences today - moments that bring authentic feelings and connection. Our research shows that as many as 64% of consumers are willing to spend more when enjoying an experience, while 57% are willing to pay more for activities that contribute to the local community and economy. At the same time, 60% of respondents say they would use the services of small businesses more often if they offered experiences as gifts, which opens up new opportunities for these companies to connect with consumers through personalized and unforgettable experiences.
What experiences are in focus this year?
In 2026, the experiences that are at the top of Europeans' priority list are travel and tourism (79%), gastronomy (70%) and outdoor activities (69%). This is followed by live events (69%), wellness and health (68%), film experiences (66%), family experiences (63%), outdoor entertainment and rides (63%), historical and cultural experiences (62%), and theatre performances (62%).
Natalia Lechmanova, Chief Economist for Europe at the Mastercard Economics Institute, she stated on this occasion: “Across Europe, we are seeing a clear shift - consumers are redefining both their habits and the way they spend their free time. Our findings point to a deeper trend than just the growth in spending: as the digital world increasingly influences everyday life, the need for experiences based on real human connection is growing. Whether it's live events, cultural content or activities discovered through personal recommendations, people are increasingly choosing moments that connect them and leave a lasting impression.”A closer look at the results reveals interesting regional differences across Europe. For example, residents of Cyprus are most inclined to “first-rate” experiences (59%), while in Portugal interest in social activities dominates (76%). In Romania, consumers most often follow trends and are happy to choose current experiences (46%), while in Ireland the greatest importance is attached to recommendations from family, friends and colleagues (70%). At the same time, in Bulgaria, as many as 81% of respondents point out that it is experiences that make up their most precious life memories.
Trends shaping the summer and the upcoming period
In cooperation with with the Trend Hunter platform, Mastercard has identified six key trends in the experience economy:
- Analog escape – consciously choosing technology-free experiences, such as vinyl listening rooms or phone-free events
- Common area – connecting through common interests in inclusive communities
- Overcoming challenges together – bringing people together to respond to the challenges of modern life
- Conscious connection – quality time and deeper relationships crowd out superficial encounters
- Nostalgia – the need for experiences that evoke the “good old days”
- Indie approach – the growth of the importance of authentic and alternative content
Courtney Scharf, futurist at Trend Hunter, stated: "Europeans in 2026 increasingly value the human aspect of experiences, but this does not mean rejecting technology. On the contrary, automation is used to simplify everyday life, while they increasingly dedicate their free time to content that is authentically human. The greater the presence of artificial intelligence and the more of our lives we spend online, the more valuable personal, real experiences are." Artificial intelligence can offer extraordinary insights in a split second, but it cannot replicate the chemistry of people sharing the same space, nor the unpredictability of a live moment. People are increasingly choosing how they spend their time - more often choosing concerts over streaming, collaborative activities over individual “scrolling”, and deeper relationships over superficial encounters. The year 2026 brings a return to what only the real world can provide.”
Amidst contemporary trends such as saunas, raves and interactive games inspired by jousting tournaments, research shows that nostalgia is playing an increasingly important role in the experience economy. Almost two in five Europeans (41%) expect to participate in more nostalgia-based experiences this year, while 72% are actively seeking out content that relives cultural moments from the past. This trend has been further fuelled by major events, including Oasis’ record-breaking UK and Ireland reunion tour last year.
Opportunity for small businesses
The trend towards more intimate and personalized activities opens up significant opportunities for small and medium-sized businesses. More than half of respondents (52%) believe that small businesses offer better quality experiences, while 57% are willing to pay more for activities that contribute to the local community and economy. More than half of consumers (51%) say they would consciously choose to book activities through small and medium-sized businesses, while 60% say they would use them even more often if they offered experiences as gifts.
Priceless.com throughout the summer
This summer, the Mastercard platform priceless.com offers a range of unforgettable experiences across Europe, exclusively for Mastercard cardholders – from painting traditional Dala horses in Sweden, to discovering the myths of Athens with storytellers, to e-bike riding through the Papuk UNESCO Geopark in Croatia and rowing lessons on the Golden Horn in Istanbul. Mastercard is a long-standing partner of many of Europe’s most renowned entertainment and sports institutions. This year’s programme includes, among others, UEFA Champions League, Women's Rugby World Cup, Roland Garros, Cannes Film Festival, Berlin Film Festival, League of Legends and hundreds of concerts Live Nation-and across European markets.
Methodology
To explore the changing consumer preferences for experiences, Mastercard, in collaboration with its research partner 3Gem, conducted a large-scale survey. The field study was conducted in February 2026, covering 27.000 respondents from 28 countries. These included Austria, Belgium, France, Germany, Italy, Poland, Spain, the United Kingdom, Bulgaria, Croatia, Cyprus, the Czech Republic, Denmark, Finland, Greece, Hungary, Ireland, Israel, the Netherlands, Norway, Portugal, Romania, Serbia, Slovakia, Slovenia, Sweden, Switzerland and Ukraine.
About Mastercard Economic Institute Mastercard Economic Institute provides insights into global and local economic trends using advanced analytics and proprietary Mastercard data. Founded in 2020, MEI supports businesses, governments and decision-makers by providing economic monitoring and timely analysis of key topics, including consumption, retail and tourism trends, as well as other local and global economic performance indicators. Through a series of expert analyses and specialized Mastercard solutions, MEI offers insights that help inform decision-making and drive sustainable growth around the world.
About the Priceless.com platform Priceless.com is available exclusively to Mastercard cardholders and provides access to unforgettable experiences, as well as everyday benefits and discounts in the cities where you live and travel.
About Mastercard Mastercard is a global payments technology company that connects consumers, businesses, financial institutions and governments in more than 200 countries and territories. For more than 50 years, the company has been leading technological change that makes payments simple, smart, secure and affordable.
Through innovative digital solutions and partnerships, Mastercard empowers individuals and strengthens the resilience of economies, building a world where everyone has the opportunity to thrive and achieve their full potential. Their technologies and networks open up invaluable opportunities for organizations and communities around the world.
( Mastercard )
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