Tourism in 2025 is expected to surpass pre-COVID-19 levels, boosting the need for seamless connectivity. As travelers seek alternatives to expensive international travel and inconvenient domestic SIMs, eSIM travel emerges as a digital priority solution, combining payment capability, transparency and instant activation.
With the development of eSIM technology, supported by connecting service providers, the barriers to joining have been reduced, allowing startups to deploy global eSIM packages without having to own network infrastructure.
Therefore, the eSIM tourism market is currently entering a period of high growth. According to market research firm Counterpoint Research, third-party travel eSIM downloads will increase nearly 3 times in the 2025-2030 period, driven by tourists with limited budgets and technology knowledge.
Over the past year, some digital-first eSIM travel retailers such as Airalo, Truly and Kolet have raised additional capital to expand their operations, expand their presence and enhance their technology platforms.
Investors' confidence in this segment continues to be strengthened, thanks to the strong financial performance of leading companies such as Holafly, which has recorded more than $500 million in accumulated revenue since the pandemic and Airalo, which has become a medium with a valuation of $1 billion. Many of these retailers are now issuing thousands of eSIMs every day, preparing for the next wave of growth as travel volume and consumer awareness continue to increase.
Despite the huge opportunities, digital travel eSIM providers are facing increasing challenges in terms of competition and structure, requiring a highly strategic approach.
For example, mobile operators around the world are responding to the increasing use of third-party eSIMs by changing transfer fares, introducing regional packages for main tourist corridors, launching prepaid eSIMs for tourists and even deploying their own eSIM travel apps.
According to Counterpoint, even by 2030, most tourists will still buy regionals through domestic networks thanks to the guarantee of maintaining quantity, reliability and security. To compete sustainably, digital-firm companies must go beyond price differences, focus on safe platforms, transparent prices, and consistent connectivity.
