International roaming revenues are on track to rebound fully from the pandemic in 2025, hitting $16 billion globally. But this comeback won’t last. According to Counterpoint Research, roaming revenues could fall by a third by 2030 as travel eSIMs become the go-to option for international travellers.
Mobile operators are now being pushed to rethink their strategies as cheaper, digital-first eSIMs continue to lure travellers away from traditional roaming packages.
Roaming recovery after the pandemic
The global roaming market has already bounced back to pre-COVID levels. Counterpoint reports:
- $16 billion in roaming revenues expected by 2025
- 6% year-on-year growth forecast for 2025
- 20% growth already recorded in 2024
Travellers are moving again, and they’re spending. But the stability is short-lived. Travel eSIMs, which offer cheaper and more flexible data options, are eating into operator revenues.
Travel eSIM adoption is accelerating
Since 2021, digital-first MVNOs have been expanding aggressively with eSIM services. These providers allow travellers to set up connectivity before leaving home.
Key points from the report:
- By 2030, over 35% of trips will involve pre-arrival travel eSIM purchases
- Awareness, regulatory issues and KYC requirements remain barriers
- eSIM-ready smartphones are becoming more common each year
As eSIM penetration grows, the old ritual of buying a SIM card on arrival is fading fast. Airlines, travel agencies and booking platforms are also embedding eSIMs into their services, making them even easier to buy.
Operators face pressure from MVNOs
Counterpoint’s analysts warn that MNOs must adapt quickly. With MVNOs offering low-cost eSIMs, operators risk losing a significant chunk of their roaming business.
Options for MNOs include:
- Lowering roaming tariffs
- Launching standalone travel eSIM apps
- Creating sub-brands to compete with MVNOs
- Bundling voice and SMS with travel data plans
Without these moves, operators may be stuck defending a shrinking revenue pool.
The future of travel connectivity
Travel is already the biggest use case for eSIM and will remain so. But the market is getting crowded:
- MVNOs are aggressively pushing low-cost plans
- MNOs are trying to defend legacy revenues
- Airlines, agencies and booking platforms are entering the eSIM space
- MVNA and MVNE players are powering white-label solutions
This means brand loyalty is harder to hold. Competition will focus on pricing, partnerships and customer experience. For travellers, it’s good news. For operators, it’s a fight for survival.
