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Getting slapped with an astronomical bill from your mobile phone provider when you land back after your holiday is, safe to say, hardly the welcome home that most of us look for.
In recent years, however, savvy travellers have clocked onto the alternative option that avoids this problem altogether: eSIMs.
Demand for these nifty devices is on the up – and is set to rise even further, projected to jump by a third this year, according to the Financial Times.
Approximately 134million will be used around the world this year, up from 101.8million last year, analysts from researcher FDM CCS Insight suggest.
Meanwhile, eSIM company Holafly’s 2026 summer report found that adoption increased from 19 per cent of travellers in 2025 to 28.1 per cent in 2026.
Uptake is particularly strong outside of travellers’ usual roaming zones, according to Alfonso Mata, head of strategy at Holafly.
Among European travellers, eSIM adoption more than doubles to 44.8 per cent when travelling outside the EU, highlighting how consumers are actively seeking trustworthy alternatives where traditional roaming becomes more expensive.
Other popular brands selling these eSIMs include Airalo, which offers flexible data packages in over 200 destinations so that you can avoid expensive roaming charges and maintain phone service, as well as Saily – NordVPN’s travel eSIM app.
The use of eSIMs instead of normal data roaming abroad is certainly on the up
While the move towards eSIMs has been great for the consumer, now able to save money on phone bills, the shift has had a wider impact on the industry.
Joe Gardiner, analyst at FDM CCS, told the Financial Times that major phone companies make between 3 and 5 per cent of their revenue from roaming – some of which could be at risk from the rise in eSIM usage.
So, what impact is this having on mobile data providers?
Is the travel eSIM boom threatening the mobile data industry?
Vykintas Maknickas, CEO of eSIM company 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.
‘eSIMs are changing the old roaming model, which was built on the assumption that travelers had very few alternatives.
‘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.
‘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 adds the greatest shift is how travellers want to stay connected: ‘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.
‘Demand for mobile data is growing, and what is changing is where travellers choose to purchase it.
‘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.’
So, is it better to use eSIMs than data roaming abroad?
The biggest advantage of using eSIMs is reliability, Alfonso explains: ‘With an eSIM, travellers can purchase their data in advance and know exactly what they are paying, rather than worrying about unexpected roaming charges.
Better deals, ease of use and of convenience are among the reasons for the boom
‘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 adds that price and simplicity are other advantages: ‘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.
‘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.’
What deals can you get?
There are plenty of ways to make sure you get the most for your money.
‘Shop around before travelling and compare the total price, data allowance, validity and destinations covered,’ Holafly‘s Alfonso advises.
‘For travellers who rely heavily on their phones, I would recommend 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.
‘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.’
Vykintas also advises buying in advance, rather than at the airport.
The different companies all offer various amounts – here’s a brief guide to show you some great options…
