Reports Show A 85% Rise In The Use Of Travel eSims

More travellers are dropping plastic SIM cards and moving to eSIMs, a digital version that lives inside your phone. New data from Juniper Research shows travel eSIM revenue is expected to hit $1.8 billion by the end of 2025, up from $989 million in 2024. That increase is just how fast people are moving toward easier and cheaper mobile data while abroad.

An eSIM lets you activate a new data plan without touching a physical card. You scan a QR code or open an app, and your phone connects. For frequent travellers, it means no more queuing at airport kiosks or switching tiny SIM trays. It’s safer too, as thieves can’t remove it from a stolen phone, and users can block it remotely.

The main thing people appreciate about eSims is the convenience it brings. Instead of paying for costly roaming, people can switch between local networks in seconds. Many travel agencies and retailers are now part of the trend, reselling data plans through what Juniper calls “Connectivity-as-a-Service” platforms. These make it easy for non-telecom companies to sell mobile data directly to their customers.

 

How Phone Networks Are Trying to Catch Up

 

Mobile operators are getting ready to fight back. Juniper expects many of them to launch travel eSIMs in 2026 to win back users who now buy from third-party apps. The report “Why Operators Are Launching Travel eSIMs in 2026” says networks want to reconnect with people who avoid roaming completely because of high fees.

Some networks plan to use their customer data to sell more personal plans. A person who flies often might get a message the moment they land in another country, suggesting a short-term data bundle instead of standard roaming. Juniper believes this kind of instant offer could help operators compete with independent eSIM apps that already dominate app stores.

 

The Devices Behind This Rise

 

One reason the market is growing so quickly is that most new phones already support eSIMs. Every iPhone from the XS onwards does, along with Samsung’s S20 and newer models, plus devices from Google, Xiaomi, and Nokia. Juniper expects the number of eSIM-ready phones to reach 5.6 billion globally by 2030, up from 2.8 billion in 2025.

In the United States, the market is already well-established. Apple’s iPhone 14 and 15 models launched there without any SIM slots at all, forcing users to go digital. Apple’s new iPhone Air, released in September 2025 across 85 countries, is expected to make eSIMs common worldwide. Google’s Pixel 10 is taking the same route, pushing awareness even higher.

Juniper also expects more non-telecom companies such as airlines and retail brands to sell white-label eSIMs under their own names. This could make travel data plans easier to find and more competitive in price.

 

What Could Slow It Down?

 

Some governments are pushing back on this tech. India removed major travel eSIM apps such as Airalo and Holafly from app stores in 2024, saying they didn’t follow local telecom rules. Turkey has blocked access to travel eSIM websites and apps that don’t meet its data-storage laws.

There’s also the issue of profit. As more sellers enter the market, competition is driving prices down. That’s good for travellers but harder for vendors. Juniper expects them to stay afloat by adding extras, such as bundled data and travel tools or loyalty points for repeat users.

 

What Will Make The Winners Stand Out?

 

In a crowded market, personalisation will matter most. Some users travel for business and use little data. Others stream music, maps, and social media all day. Juniper says vendors who adjust their plans to match these patterns, rather than selling one-size-fits-all bundles, will keep their customers longer.

A few companies are testing quick quizzes and chatbots that recommend the right plan within seconds. Others use a freemium model with a few megabytes of free data to start, then a tap-to-top-up option. It’s a simple hook that gets new users to try an eSIM for the first time.

People don’t want roaming that feels like a trap because they want travel data that works instantly, costs less and doesn’t need a tiny pin to open a SIM tray. eSIMs tick all those boxes, and for travellers, that’s reason enough to switch.

Molly Gatford, Senior Research Analyst at Juniper Research, “As third parties increasingly integrate themselves in the telecoms sphere, it will be pivotal in 2026 that operators launch their own travel eSIM services to compete and retain as much revenue as possible from mobile roaming.”