Visa’s latest CEE Travel & Payment Intentions Study1 reveals that travelers from Central and Eastern Europe are eager to travel and explore the world – 40% of them have planned holidays abroad this year, mostly to European destinations. As it turns out, they are approaching such travels in a variety of ways, with over 2/5 identifying as experience seekers – prioritizing discoveries and stepping out of their comfort zone. And almost 1/5 are deal hunters, who keep looking for good deals to avoid overpaying.
What else matters when spending on holiday delights
While 16% of all respondents from the region admit that they adjust spending to match travel companions – even if it means exceeding their budget, nearly half plan expenditures carefully before departure. This discipline continues abroad, with every second tourist tracking spending via digital banking.
Visa study reveals also that digital payments are becoming commonplace both at home and during foreign trips, as over 4/5 of CEE tourists from the region will pay by card, smartphone, or smartwatch at the destination. Mobile wallets show particularly impressive growth (12%+ year on year2) with over 1/4 of consumers choosing this payment method as preferred while traveling abroad. They are pointing most often to convenience (64%), speed (61%), and safety (55%) as benefits of paying by card abroad.
Solutions they require
At the same time, they have expectations toward travel-related services and actively seek new digital solutions in the banking ecosystem that would prove helpful during foreign travels. When asked about such features they would like banks to offer them, the top choices included: greater discounts on airline tickets and hotels as well as loyalty programs. Mobile applications enriched with travel-specific features are also one of the “nice-to-haves”.
Their preferences highlight a clear demand for modern solutions implementation in everyday banking, and a strategic opportunity for different entities to expand their value proposition and deepen customer engagement through differentiated, travel-related services. Interestingly, over 2 in 5 CEE inhabitants decide on off-season journeys, which stresses how important is to offer them convenient and smart solutions, supporting their on-the-go lifestyles year-round.
Transforming data into strategic advantage
Through several resources – from specialists, including Visa Consulting & Analytics team and unique data to technology – Visa supports clients with strategic advice, products and services. Visa’s data scientists, marketers, consultants, and economists – with exclusive access to insights from VisaNet, one of the world’s largest payment networks – work together to deliver unique data insights to inform merchants’ business decisions and drive better business outcomes across customer journeys. From strategy and product development to portfolio management and digital marketplace optimization – Visa data-driven solutions empower merchants to grow their business by making products and services more accessible and relevant to a wider audience. By responding to customer needs, they help build deeper engagement and long-term brand loyalty. At the same time, Visa’s commitment to ethical data management and privacy protection lies at the heart of every innovation it brings to market – ensuring that new opportunities and solutions powered by data deliver real value while maintaining trust, transparency, and security.
Interested in tailored solutions for your business?
Contact: Katarzyna Zubrzycka
Sr. Director, CEE Strategic Initiatives, Europe
zubrzyck@visa.com
1 Unless another source is indicated, the data quoted in the above material comes from Visa CEE Travel and Payment Intentions Study 2025 which covered the following countries: Bulgaria, Croatia, Czechia, Hungary, Poland, Romania, and Slovakia. It was conducted by the research company GfK Polonia – a NIQ company in March 2025 on a representative sample of 1,000 respondents (18-65 years) in each of these countries.
2 Compared to Visa CEE Travel and Payment Intentions Study 2024 covering: Bulgaria, Croatia, Czechia, Hungary, Poland, Romania and Slovakia, conducted by GFK Polonia in April 2024 on a representative sample of 1,000 respondents (18-65 years) in each country.
