Europeans are increasingly changing their consumption habits and choosing to put away screens in favor of real experiences, from travel and gastronomy to outdoor activities and face-to-face interactions, according to a recent study. Romanians are in first place in Europe in adopting popular or trending experiences.
The conclusions appear in a study carried out by Mastercard, on a sample of more than 27,000 people from 28 European countries. Romanians are in first place in Europe when it comes to adopting experiences “trending”, 46% of respondents saying they adapt quickly to new types of popular experiences.
Europe enters ‘break from screens’
The study shows a clear trend of disconnection from digital and orientation towards offline experiences. 64% of Europeans prefer recommendations from people over algorithms, while 60% say they prioritize offline experiences to balance out time spent online.
At the same time, 63% declare that they will participate in “digital detox” events, and 58% actively seek group activities to reduce daily stress. Almost half of respondents (47%) say they want to disconnect from technology during events in 2026.
The data shows a reconfiguration of consumption priorities in Europe. 46% of respondents say they would cut spending on technology, gadgets and streaming to invest in experiences, and 57% are willing to pay more for activities that support local businesses.
At the same time, 59% say they value experiences more than ever, and 41% of Europeans and 39% of Romanians expect to spend more on experiences in 2026. According to Mastercard Economics Institute data, the share of spending on experiences (excluding travel) increased to 20.4%, from 19.9% the previous year.
What Europeans choose in 2026
Preferences are dominated by tourism and social activities. Travel and tourism lead the way at 79%, followed by dining experiences at 70% and outdoor activities at 69%. Live events are on the same level, also with 69%.
Next are wellness and health (68%), movie experiences (66%), family activities (63%), outdoor recreation (63%), historical experiences (62%) and theater performances (62%).
Romania, leader in the adoption of trendy experiences
Romania is setting itself apart in Europe by opening up to new types of experiences. 46% of Romanians declare that they quickly adopt trendy experiences, the highest percentage in Europe. At the same time, 39% expect to spend more on experiences in 2026.
At the European level, significant differences appear: Cyprus stands out due to the desire for experiences “first and foremost” (59%), Portugal due to the orientation towards socialization (76% prefer group activities), Ireland due to trust in personal recommendations (70%), and Bulgaria due to the perception that experiences are the most valuable memories (81%).
Six trends defining the experience economy
The report by Mastercard and Trend Hunter identifies six major directions shaping consumer behavior: analog escape, the formation of communities based on shared passions, “collective coping” through group activities, conscious connection and deeper relationships, the rise of nostalgia and returning to past experiences, and the orientation toward independence and authenticity.
Interest in emotionally charged experiences is growing. 41% of Europeans say they will participate in experiences inspired by the past, and 72% actively seek such cultural moments.
At the same time, 59% want experiences with and for the community, 44% are looking for unique experiences, and 37% want to join multiple offline groups or clubs.
The trend favors the local economy and small businesses. 52% of respondents associate SMBs with better experiences, 51% actively seek bookings through local businesses, and 57% are willing to pay more to support them. Additionally, 60% say they would use local businesses more often if they offered gift experiences.
