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After two consecutive years marked by the impact of Covid-19 pandemic on tourism, Ubigi, provider of cellular connectivity in more than 180 countries, unveils global tourism trends during last summer. This international study is based on the analysis of the consumption of Ubigi’s eSIM mobile data plans by a sample of 10,000 users, between July and August 2021, according to their country of residence.
Overall, Ubigi has observed a very significant upturn in data consumption during the summer, as travel restrictions were lifted in many countries. The volume of sales of Ubigi’s eSIM data plans has doubled in July and August 2021 compared to May and June 2021, and it tripled (+ 246%) compared to the same period in 2020.
Depending on the country, Ubigi observes, however, that data consumption has not been the same. What were the favorite summer destinations and why? Which nationality traveled the most?
Ubigi, a key player in international mobility, shares the main results of its study.
Key learnings from the Ubigi study
July / August 2021 data
Travel is resuming
+246% of Ubigi eSIM data plans sold in July / August 2021, compared to last year, over the same period, confirming signs of recovery for international mobility
Europe, the top destination of the summer!
8/10 of the top tourist destinations this summer were in Europe, according to Ubigi’s collected data
1st largest destination in data consumption: France
France retains its position as the world’s leading tourist destination with 20% of Ubigi’s global data consumption over the period in the country, and a 226% increase in sales of data plans, for this country, to foreigners[1]
2nd largest destination in data consumption: Spain
Like France, Spain is benefiting from the recovery in tourism: 12% of the global data consumption in July and August 2021 is made in this country
3rd largest destination in data consumption: the United States
9% of Ubigi’s total data consumption over the period was achieved in this country (48% by Americans)
4th largest destination in data consumption: Switzerland
Switzerland has also welcomed many foreign travelers, probably benefiting from a reassuring and safer image, in this context of the health crisis
5th largest destination in data consumption: Italy
After a relatively late opening for tourism, Italy went from the 8th destination in terms of data traffic volume in June to the 5th in August.
Other major trends and travelers profiles according to their country of origin
United States: top summer 2021 travelers in volume, according to Ubigi’s collected data
73% of mobile data consumption by Americans was made outside of their country (France, Spain, Greece, Great Britain, etc.), making the United States one of the most mature markets in the adoption of eSIM and its travel benefits
Russia and the United Arab Emirates, two international-oriented markets
Both confirm their appetite for foreign destinations (sunny for Russians and temperate climate for Emiratis): 100% of Ubigi data consumed by Russians and Emiratis have been used abroad
The British did not travel much
41% of the data consumed by the British was carried out in Great Britain. They also did not welcome many travelers, due to strict entry restrictions maintained until August 2021.
The Japanese did not travel either
Japanese travelers were also very few. However, Ubigi notes a slight increase in traffic in Japan in July, linked to the Olympic Games (for example: French and English have taken Ubigi subscriptions for Japan)
The French and the Spaniards mostly stayed in their country this summer
73% of the Ubigi data consumed by the Spaniards was in Spain
58% of the Ubigi data consumed by the French was on national territory
The two countries turn out to be with mainly a local use of their eSIM data plan.
Ubigi eSIM, the perfect travel companion!
In view of the increase in the use of data plans this summer, Ubigi notes a real adoption of the eSIM, both for international and local use.