Europe’s Experience Economy is One for the Bucket List

Excitement for travel, the great outdoors and culinary experiences are topping the list of sought after experiences in 2025. The top motivators?

Creating lifelong memories, seeing the world from a fresh perspective, and sharing experiences with loved ones.

Younger generations, particularly Gen Z are leading this trend, with nearly half of Gen Z (48%) aiming to tick off two or more bucket list experiences in 2025.

What’s one experience on your bucket list this year? Here are details…

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Chasing bucket list moments: Two thirds of Europeans are looking to experience something big this year, according to new Mastercard research¹. 

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As Europe gears up for another landmark year of unforgettable events—spanning sport, music, and film—annual consumer survey from Mastercard reveals a major shift in spending priorities when it comes to experiences. Two-thirds of consumers are going all in on bucket-list activities, choosing to invest in big-ticket moments to create lifelong memories and gain new perspectives on the world, with travel and tourism leading the way when it comes to consumer spending.

The year of the bucket list  

At the forefront of the bucket list movement is Gen Z. As nearly half (48%) of young Europeans plan to tick off two or more dream experiences in 2025, which is helping to set the tone for a year of adventure.

According to the Mastercard survey of over 15,000 consumers across Europe, two-thirds (70%) of respondents say checking off bucket-list activities is a top priority, with the main motivators being the desire to create lifelong memories (44%), to see the world in a whole new way (36%) and to share experiences with loved ones (33%) which are all deeply valued by consumers and a key driver towards this shift in unforgettable adventures. Polish (87%), Romanians (88%) are the most eager to fulfil their bucket list dreams in 2025.

Priorities to spend money on weddings, family events and birthdays², remain, however, with 29% of respondents revealing that time spent with loved ones is just as important as the experience itself.

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Beatrice Cornacchia, executive vice president of Marketing and Communications for Asia Pacific, Middle East & Africa, Europe at Mastercard says: “Our survey show we’re seeing a fundamental shift in consumer priorities this year. More people than ever are making savings in everyday spending to afford those bucket list experiences they’ve always dreamt of doing. With a growing and evolving calendar of cultural, sporting and once-in-a-lifetime events taking place globally, there is no better time for consumers to take the plunge into meaningful, unforgettable experiences than now.

“Today, we offer countless Priceless Experiences across 30+ destinations globally. Whether looking for front row seats at the UEFA Champions League Final, to be amongst a star-studded line-up at Festival de Cannes, or watch your sold-out favourite artist perform live with a VIP package experience, Priceless.com is all about bringing people with similar passions together.”

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Which experiences are hot this year?  

Looking more broadly at what experiences consumers are getting excited about this year, travel and tourism is at the top of the list, with people planning to spend over €1,000 to see the world this year³, followed by outdoor adventures, food experiences, film festivals and live sporting events⁴. Sporting events are seeing a surge in demand, with 58% of Europeans planning to attend at least one this year-a 152% jump compared to 2024.

People in Poland (87%) and Romania (88%) are the most eager to fulfil their bucket list dreams in 2025, and while women are more likely to focus on one major bucket list experience (34%), men are more likely to plan at least two bucket list experiences (40%) this year.

The top 10 experiences for 2025 according to Europeans:

1. Travel and tourism (89%)

2. Outdoor experiences (80%)

3. Food-related experiences (79%)

4. Film-related experiences (76%)

5. Family-orientated experiences (75%)

6. Live music events (74%)

7. Art exhibitions and cultural events (73%)

8. Wellness and health-related experiences (72%)

9. Historical and heritage experiences (72%)

10. Theatre performances (70%)

Spending smart on experiences

Survey findings reveal that in 2025, bucket-list experiences are the ultimate investment, and European consumers are getting savvy about how they fund them. Instead of splurging on fleeting luxuries, many are cutting back on clothing (40%), luxury treats (38%), and the latest gadgets (32%)—because memories last longer than the latest fashion trend or tech upgrade.

Consumers aren’t throwing their money at experiences without a plan. A huge 77% are shopping around for deals before booking, while 76% are making sure their dream moments fit within their spending goals. And for many, payday is the green light-38% are holding off until that paycheck drops before booking that next adventure. While Cypriots align with other Europeans in saving on dining out (38%), they are far more likely to save on material goods, including: Clothes (50%), Gadgets (51%), Takeaways (41%).

The trend towards prioritising spend on experiences over ‘things’ is one that is supported by data from the Mastercard Economic Institute, which reveals that in 2024, 32.1% of European consumer spending on experiences (excluding travael and restaurant) was on Live Events, up from 31.5% in 2023, and 30.7% in 2019.

Natalia Lechmanova, Chief Economist Europe at Mastercard Economics Institute, notes: “European consumers are regaining confidence and increasing discretionary spending, with experiences remaining a key priority. Stabilizing inflation and improving purchasing power are enabling more people to invest in meaningful moments. Mastercard Economics Institute expects experiences to remain an important factor in consumer spending in 2025 driven by a dynamic calendar of major global events—from sporting championships to music and film festivals—set to shape the year ahead.”

Mastercard is a longstanding partner to dozens of Europe’s most renowned entertainment and sports institutions. This year’s lineup includes, among many others, the This year’s lineup includes, among many others, the UEFA Champions League, Women’s Rugby World Cup, Roland Garros, Festival de Cannes, Berlinale Film Festival, League of Legends and hundreds of Live Nation concerts across multiple European markets.

Footnote

^{1 Mastercard surveyed over 15,000 consumers across 20 countries in Europe, to unpack key trends shaping the European “Experience Economy’ in 2025.}

^{2 Question: What areas of your usual spend are you willing to spend less on to secure your dream experience in 2025? Answer: Weddings (17%), friends’ birthdays (15%), family birthdays (15%)}

^{3 Question: How much money do you plan to spend on specific experiences in 2025? Answer: 1,001+ travel and tourism (32%)}

^{4 Question: Which of the following are you keen to try more in 2025? Answer: Travel and tourism (89%), Outdoor experiences (80%), food-related experiences (79%), Film-related experiences (76%), Sporting events (58%).}

Methodology