Global demand for travel eSIMs is set to jump by a third this year as holidaymakers switch to digital SIM profiles to avoid high international roaming charges, according to projections published by the Financial Times.
An eSIM, or embedded Subscriber Identity Module, is a programmable digital SIM chip built directly into a smartphone or mobile device. Unlike traditional plastic SIM cards that must be physically inserted or swapped, an eSIM allows users to download and activate cellular data plans over the air without changing physical cards.
Analysts from market research firm FDM CCS Insight report that approximately 134 million eSIMs will be used around the world this year, rising from 101.8 million in the previous year.
Data from travel eSIM provider Holafly shows that consumer adoption increased from 19 per cent of travellers in 2025 to 28.1 per cent in 2026.
Alfonso Mata, head of strategy at Holafly, stated that adoption is particularly strong when travellers leave their home roaming zones. Among European travellers, eSIM uptake more than doubles to 44.8 per cent when traveling outside the European Union, demonstrating how consumers seek alternatives as traditional roaming becomes more expensive.
Popular brands selling travel eSIMs include Airalo, which offers flexible data packages in more than 200 destinations, and Saily, the travel eSIM application created by cybersecurity company NordVPN. Other key market providers include Sim Local and Holafly.
Saily is built by NordVPN, a widely used global cybersecurity and online privacy company known for virtual private network services.
Industry impact on traditional mobile operators
While the transition to eSIM technology allows consumers to save money on phone bills, the shift is having a wider financial impact on the mobile telecommunications industry.
International roaming charges occur when mobile network subscribers connect to third-party cellular networks while travelling overseas, with home providers traditionally charging premium rates to route data back across international telecom infrastructure.
Joe Gardiner, an analyst at FDM CCS, told the Financial Times that major mobile operators generate between 3 and 5 per cent of their total revenue from roaming fees, a portion of which is now at risk from growing eSIM usage.
Addressing whether the boom threatens traditional mobile data providers, Vykintas Maknickas, chief executive officer of Saily, told the Daily Mail: "Not threatening, it's shaking it up - and it's healthy. The core mobile data business isn't going anywhere."
Maknickas explained that digital SIM cards are disrupting legacy business models: "eSIMs are changing the old roaming model, which was built on the assumption that travelers had very few alternatives."
He added: "This move is a win for consumers, and not just on price. For example, eSIM providers are bundling data with perks like airport lounge access, fast-track security, and digital security tools - things that traditional roaming was never even thinking about."
Maknickas noted that traditional operators are already reacting: "Some operators are already adapting, launching their own eSIM offers or lowering roaming prices. That's what competition does, it pushes everyone to serve customers better."
Alfonso Mata of Holafly emphasized that the primary shift involves consumer expectations around global connectivity: "The growth of travel eSIMs is putting pressure on the traditional roaming model, but I see it less as a threat to the mobile data industry and more as a shift in how consumers expect to stay connected abroad."
Mata added: "Demand for mobile data is growing, and what is changing is where travellers choose to purchase it."
He continued: "The scale of this shift is significant. As eSIM technology becomes more mainstream, consumers are increasingly shopping around for a worry-free way to stay online in the same way they do for flights and hotels."
Consumer advantages and security features
According to Mata, reliability is the greatest advantage of using an eSIM when travelling overseas. "With an eSIM, travellers can purchase their data in advance and know exactly what they are paying, rather than worrying about unexpected roaming charges," Mata said.
Mata explained that travellers can install the digital SIM before leaving home: "They can also install it before departure, meaning they arrive with ready to travel with data, instantly. For multi-country trips, a single travel eSIM can also provide reliable data across several destinations without needing to change SIM cards."
Vykintas Maknickas added that pricing and simplicity are major benefits for holidaymakers: "The setup is also easy - all it takes is an app and a few taps. No more running around looking for local SIM cards or counting every megabyte out of fear of racking up a huge bill."
Maknickas also highlighted built-in security features available through specific apps: "There are also cybersecurity benefits. Some eSIM apps, like Saily, have built-in security features that block malware, trackers, and malicious websites at the network level. It's protection you usually don't get with standard roaming."
Comparing travel eSIM deals and packages
Industry executives recommend comparing plans prior to departure to get the best value for money. Mata advised consumers to "shop around before travelling and compare the total price, data allowance, validity and destinations covered."
For travellers who use mobile phones heavily, Mata recommended considering an unlimited data plan: "It provides greater peace of mind by removing the need to monitor your usage or worry about running out of data, particularly if you are using maps, streaming, social media or working remotely."
Mata added: "Think about how you actually use your phone and choose a plan accordingly. Price isn't everything, either. Look for an eSIM that is easy to install and activate, with clear terms and reliable customer support."
Maknickas also advised buying data packages in advance online, rather than waiting to purchase at the airport.
A comparison of popular providers highlights the options available for European travel packages:
- Airalo: Offers a 7-day unlimited Europe package for £21, a 7-day 3GB package for £8.50, and a 15-day unlimited package for £37.50.
- Saily: Offers a 7-day unlimited Europe package for £20.99, a 7-day 1GB package for £3.99, and a 15-day unlimited package for £38.49.
- Holafly: Offers a 7-day unlimited Europe package for £22 and a 15-day unlimited package for £41 (7-day limited package not available).
- Sim Local: Offers a 7-day unlimited Europe package for £22.70, a 7-day 3GB package for £7.40, and a 15-day unlimited package for £31.70.
