The way people connect during their holidays is changing rapidly. More and more travelers are leaving behind physical SIM cards and traditional roaming in favor of virtual SIM cards known as eSIMs . According to the latest industry data, this technology has become the fastest-growing option for the summer season, with a significant increase compared to last year.
The 'Holafly 2026 Summer Travel & eSIM Report' reveals that nearly one in three travelers plans to use an eSIM this summer. This data not only reflects an upward trend but also demonstrates a shift in how travelers understand connectivity when crossing borders. Convenience, price, and instant activation are the factors driving this transformation.
Unstoppable growth: 30% of travelers will opt for eSIM
The study, which gathers travel intentions for the coming months, indicates that 30% of respondents plan to use an eSIM , representing a 9,1 percentage point increase compared to last summer. This growth coincides with a greater overall intention to travel: 82% of participants plan to travel, compared to 73% last year. Furthermore, almost half (46,4%) will choose international destinations, a figure that reinforces the need for global connectivity solutions.
For trips exclusively abroad, the eSIM has become the preferred option for the first time. With a 38,7% market share, it surpasses traditional roaming (32,6%) and leaves behind local SIM cards (22,4%) and exclusive reliance on Wi-Fi (12,3%). Ease of use, flexibility, and the configuration of the eSIM on iPhone are the reasons users cite for this shift.
Generational gap and preferences according to type of trip
The report also highlights significant differences based on age. Travelers between 25 and 34 years old are the most likely to use eSIMs , with 46,5% intending to do so, followed closely by the 18-24 age group (42,7%). However, from age 35 onwards, roaming regains the lead, with 29,2%, and among those over 55, the figure jumps to 40,5%. Habit and a lack of technical knowledge are the main barriers, even though more than 90% of users acknowledge having had problems with their traditional operator's coverage abroad.
Another relevant aspect is the difference between business and leisure travelers. In the corporate sector, eSIM is the most popular option at 31,4%, ahead of local SIMs (26,4%) and roaming (25,9%). Security, transparent billing, and immediate activation are the most important factors in this segment. Conversely, leisure travelers still prefer roaming (30%), although eSIM is now very close (26,3%), and local SIMs come in last at 25,2%.
Roaming still dominates in Europe, but eSIM is making progress
Regulation plays a key role in service choice depending on the geographic area. Within Europe, roaming maintains its dominance with 40,9% preference , driven by the 'Roam Like at Home' regulation that allows the use of contracted data at no extra cost. In this context, eSIMs hold a 21,9% share, although their growth is steady. Outside the European Union, where roaming is not free and must be activated on iPhones , eSIMs become the most attractive alternative.
The report concludes that the trend is clear: eSIM is consolidating its position as the fastest-growing connectivity solution , especially among international travelers and business professionals. Although roaming remains prevalent in Europe, the gap is narrowing year after year. The convenience of not having to change a physical SIM card and the ability to activate the service before leaving home are increasingly important factors in travelers' decisions.
Thus, the summer of 2026 is shaping up to be the turning point for eSIM. With 30% of travelers already committed to using it and unstoppable growth in international travel, this technology is poised to become the connectivity standard for those crossing borders. The generational gap and the differences between business and leisure travelers show that adoption is not uniform, but the trend is unmistakable. For those who haven't yet tried an eSIM, this summer might be the perfect time.
