Almost two-thirds of Brits (61%) plan to tick off something from their ‘experience’ bucket list this year

- 83% of Gen Zs plan to make their bucket-list activities happen this year, compared to 61% of Brits overall

- Nearly half of Brits (48%) plan to spend more on experiences this year compared to last

- Brits plan to spend the most on travel and tourism (91%), food-related experiences (77%) and historical or heritage experiences (75%) most

- Brits’ top reasons for wanting more bucket list experiences? Creating once-in-a-lifetime memories, seeing the world in a different way and sharing experiences with loved ones

As Europe gets underway with another year of unforgettable sport, music, and cinema experiences, Mastercard’s annual consumer survey reveals the UK’s growing love for memorable experiences, with almost half of Brits (48%) and most Gen Zs (65%) planning to spend more on experiences this year than they did in 2024.

Travel and tourism top Brits’ experience bucket lists

Over half of Brits (61%) are going ‘all in’ on bucket list activities this year, with travel and tourism topping their lists. Gen Zs lead the way, with 83% planning to tick off a dream experience in 2025, followed by millennials (75%) and gen X (54%).

Nearly one in five Brits (18%) plan to tick off two bucket list experiences in 2025, with more than half (51%) saying they provide the best types of memories. More than half (54%) say they prefer to share experiences with family, followed by friends (32%). One in five Brits (18%) prefer solo experiences.

In addition, 43% of Brits prefer to spend their money on experiences (i.e. concerts, travel, dining out) compared to 26% who prefer to spend their money on material goods.

The trend towards prioritising spend on experiences is supported by data from the Mastercard Economics Institute, with live events proving particularly popular, representing 32% of European consumer spending on experiences (excluding travel and restaurant) in 2024 (up from 31% in 2019). 

Beatrice Cornacchia, Executive vice president of Marketing and Communications for Asia Pacific, Middle East & Africa, Europe at Mastercard, says: “We’re seeing a shift in consumer priorities this year with people making savings in everyday spending to afford bucket list experiences they’ve always dreamed of. With a growing and evolving calendar of cultural, sporting and once-in-a-lifetime events taking place globally, there’s no better time for consumers to take the plunge.

“Today, Mastercard offers countless Priceless experiences across 30+ destinations globally. Whether you’re looking for front row seats at the UEFA Champions League Final or want to be among a star-studded line-up at the Festival de Cannes, or watch your sold-out favourite artist perform live with a VIP package, Priceless.com is all about bringing people with similar passions together.” 

This year’s hottest experiences: travel and heritage

Looking more broadly, consumers on the hunt for captivating experiences are most excited about travel and tourism, with over a third of Brits (36%) planning to spend over £1,000 on a trip in 2025. Historical experiences are also in demand, with 75% of Brits eager to experience something rich in heritage, up 54% from 2024.

Top 10 experiences Brits plan to spend more on in 2025

1.      Travel and tourism (91%)

2.      Food-related (77%)

3.      Historical or heritage (75%)

4.      Art exhibitions or cultural  (72%)

5.      Theatre performances (72%)

6.      Film-related  (71%)

7.      Live music  (70%)

8.      Family oriented (66%)

Outdoor (66%)

9.      Health and wellness (63%)

Memories trump luxury treats this year 

Mastercard’s research also shows that bucket list experiences are the ultimate investment in 2025. Many are cutting back on luxury treats (36%), dining out (36%) and coffee and takeaway habits (35%) to spend more on memories and experiences.

Consumers aren’t throwing their money at experiences without a plan, though. Most Brits consider if they’ll fit into their budget or savings goals (78%) and check the option is the best value when compared to others (75%).

Natalia Lechmanova, Chief economist for Europe at Mastercard Economics Institute, notes: "European consumers are regaining confidence and increasing discretionary spending, with experiences remaining a key priority. Stabilising inflation and improving purchasing power are enabling more people to invest in meaningful moments. Mastercard Economics Institute expects experiences to remain an important factor in consumer spending in 2025 driven by a dynamic calendar of major global events—from sporting championships to music and film festivals—set to shape the year ahead.”

Mastercard is a longstanding partner of some of Europe’s biggest entertainment, cultural and sporting events. This year’s lineup includes, among many others, the UEFA Champions League, Women’s Rugby World Cup, Roland Garros, Festival de Cannes, Berlinale Film Festival, League of Legends and hundreds of Live Nation concerts across multiple European markets.