Clock’s Ticking: Mastercard finds over three in five Europeans racing to tick off their 2025 bucket list experiences before year-end

• New Mastercard research reveals Europeans are determined to make the most of the year’s final months – with many still holding unused annual leave and big dreams to fulfill.
• Almost half of Europeans (47%) have between 7 to 20+ days of annual leave left this year – with 7-10 being the most common number of days that people have yet to use (19%). Countries with the highest number of remaining annual leave days ranging between 7-20+ days include Cyprus (69%), Switzerland (56%) and Bulgaria (55%)  
• Travelling to a new dream destination (40%), going to a live show they’ve always dreamed of (10%) and trying a new outdoor activity or visiting Christmas markets (9% respectively) are some of the top things Europeans still want to experience this year  

New research from Mastercard reveals that over two thirds (62%) of Europeans are still hoping to tick off at least one bucket list experience as the festive season edges closer – with 35% planning to complete multiple.  Gen Z is the age group in the biggest rush to the finish line with nearly three quarters (74%) determined to make their bucket list dreams a reality before the year ends, outpacing millennials (69%) and Gen X (57%).

The survey, which polled over 20,000 European respondents in total, found that almost half of Europeans (47%) still have between 7 to 20+ days of annual leave left this year - with the majority of those (19%) having between 7-10 days to use. Countries with the highest number of remaining annual leave days ranging between 7-20+ days include Cyprus (69%), Switzerland (56%) and Bulgaria (55%).

With these goals often being set at the start of the year, many Europeans have struggled to fulfil their 2025 goals due to limited time and resources. The top reasons cited include needing more time to save and budget (23%), wanting to wait for the perfect moment (13%) and struggling to find the free time outside of work and home life (12%).

Many Europeans also say they are choosing to wait for family and friends to join them for a bucket list experience this year. This desire to share meaningful moments comes as no surprise, with as previous Mastercard research showing that 42% of Europeans were keen to do more family-oriented experiences this year, with 33% expressing that they find shared experiences more enriching.

Encouragingly, a significant number of Europeans remain optimistic, with over two thirds (67%) believing it’s either possible or are certain that they will check off their final bucket list goals before year’s end. Just under a third (30%) are still eager to do so but say they unsure if they’ll manage it. Optimism is particularly high in Serbia (82%), Sweden (72%), Spain (71%) and France (71%) - where the majority of respondents believe they will complete at least one bucket list goal before year ends.

And we know that 2025 is the year of the bucket list as Europeans are increasingly seeing it as the ultimate form of investment. The vast majority (81%) believe that money spent on experiences is “always or usually worth it,” and for many wanting to ensure that these memorable experiences are achievable, they are deliberately adjusting their budgets and making conscious trade-offs. Around 40% are spending less on clothing, 39% on dining out, 38% on luxury indulgences, 32% on technology or gadgets, and 25% on home décor or upgrades.

Beatrice Cornacchia, executive vice president of Marketing and Communications for Asia Pacific, Middle East & Africa, Europe at Mastercard says: “As 2025 draws to a close, Europeans are determined to make the most of the year’s final months – with nearly half still holding up to 20 days of annual leave and eager to tick off long-awaited experiences. 2025 has truly been the year of the bucket list, with more people prioritising experiences that matter most. 

At Mastercard we’re passionate about helping people make the most of every moment, from enjoying a festive experience at home or abroad, to seeing an unforgettable show, there’s still time for Europeans to turn those plans into reality this year.”

Interestingly, travelling to a new dream destination (40%), going to a live show they’ve always dreamed of (10%) and trying a new outdoor activity or visiting Christmas markets (9% respectively) are some of the top things Europeans still want to experience this year  

Mastercard has teamed up with experiences and travel expert Elaine Poon, who said: “This time of year, I like to reflect on my goals and seek experiences that inspire and energise me. It’s wonderful to see how travel experiences remain so popular around this time. I’d always choose to use any free time I get to travel to turn it into an unforgettable experience, whether it's chasing the last rays of sunshine on a beach front, immersing myself in a culture, or finding calm in a hidden mountain retreat. There’s really no better time than now to make these memories.”

You can find more experiences to enjoy on Priceless.com.  

Survey Methodology