eSIM use surges as travellers favour digital connectivity
Wed, 13th May 2026 (Today)
Ubigi's latest travel data shows rising eSIM use among people travelling abroad, with Japan, the United States, France, the United Kingdom and Italy ranking as the most popular destinations among its users.
eSIM data usage rose sharply over the past year as more handsets launched with eSIM support and more travellers turned to digital connectivity while overseas. Citing a GSMA survey, Ubigi noted that 51% of users now rely on eSIMs for travel.
Ubigi, a Transatel brand, said its new user base grew by 50% between 2024 and 2025. It set that against wider travel demand, pointing to UN Tourism data showing international travel rose 4% over the same period to about 1.5 billion travellers.
Usage trends
The data offers a snapshot of how mobile connectivity is becoming part of the practical side of travel rather than an optional extra. Travellers used mobile data for everyday tasks ranging from navigation to bookings and work.
According to the figures, 55% used data to post on social media or share travel photos. Another 53% used geolocation services such as maps or GPS, while 49% used mobile connectivity to book rides, hotels and tickets.
Remote work also featured prominently. Ubigi found that 46% of eSIM users stayed connected for work-related tasks, including emails, video calls and conferences, while travelling.
The increase in eSIM use was linked to broader handset support. More than 60 eSIM-enabled smartphones were launched during the year, including devices from Apple, Samsung, OPPO and Huawei.
Wider device availability appears to have reduced a key barrier to adoption. Instead of visiting a local mobile operator shop on arrival, travellers can activate an eSIM before departure through an app or QR code.
Destination ranking
Japan ranked first among Ubigi's connected travellers, followed by the United States, France, the United Kingdom and Italy.
Asia was the leading regional draw for Ubigi's users. Beyond Japan, travel hotspots included South Korea, Vietnam, Indonesia, the Philippines, China, Malaysia and Thailand.
The concentration of Asian destinations in the ranking reflects both tourism demand and network readiness in major urban and visitor areas. Stronger 4G and 5G coverage, along with broader eSIM use in cities and tourist centres, has made it easier for travellers to move across countries without changing physical SIM cards.
That is especially useful for travellers making multiple stops on one trip. Regional eSIM products can cover several countries, reducing the need to buy separate local SIMs and complete registration paperwork in each market.
Travel habits
The figures also underline how closely mobile access is now woven into the travel journey. Boarding passes, translation tools, transport bookings and digital maps all depend on reliable data access, and these services can become harder to use when travellers face roaming charges or lack local connectivity.
For leisure travellers, the strongest use case remains sharing experiences in real time. Social posting and photo sharing topped Ubigi's list of user activity, ahead of mapping and travel logistics.
Yet the data suggests the market is not being shaped only by holidaymakers. Nearly half of respondents also used connectivity for work, highlighting the overlap between tourism, flexible working and longer-term travel patterns often associated with digital nomads.
This blend of leisure and work has made convenience a stronger factor in mobile choices. Travellers are increasingly looking for a service they can arrange before departure and use immediately on arrival, rather than searching for local mobile options after landing.
Ubigi's data points to that shift in consumer behaviour as eSIMs move further into the mainstream travel market. With more compatible smartphones in circulation and a growing share of travellers using data for navigation, bookings, social media and work, mobile connectivity is becoming a standard part of the travel experience rather than a secondary purchase.
Simplicity, it said, has become a deciding factor for connected travellers.