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Holiday makers seek more than the sun

Monday, 13 July 2026 06:30

Nearly half of Swiss holidaymakers are choosing to learn a new skill on their summer break rather than simply lie on a beach.

A new Mastercard study of more than 27,000 travellers across Europe finds 45% of Swiss respondents are drawn to the so-called "skilliday" — combining travel with cooking classes, wine-making or language lessons. 

Gastronomy tops the wish list, with 27% keen to make local wine, cheese or beer, and 26% booking culinary workshops. 

Around 41% of Swiss said they would pay more for an authentic learning experience with a local host. 

The trend is spreading tourism spending beyond big-name resorts into smaller towns and rural areas.

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