Introduction

Tourist E-SIM is transforming how people connect when visiting other countries. Instead of inserting a physical SIM, travelers can activate mobile services digitally, often before arriving at their destination, saving time and avoiding expensive roaming charges. This convenience has encouraged many telecom providers in the Asia Pacific region to design tourist focused eSIM offerings with faster activation and flexible plans.

However, a large part of the market still depends on offline purchases. Twimbit’s 2025 APAC Tourist eSIM Purchase Journey study found that, out of 17 APAC telcos reviewed, only eight supported a complete online purchase process for tourists. The rest required in person verification or local identification, creating additional friction in the customer journey.

The global travel eSIM market¹ is projected to grow from USD 2.03 billion in 2024 to USD 260.73 billion by 2034, at a CAGR of 62.5 percent. In 2024, Asia Pacific led with a 56.7 percent share, generating USD 1.15 billion in revenue. This growth highlights the opportunity for telecom operators to remove onboarding barriers, enhance digital accessibility, and deliver a smoother customer experience.

Research methodology

This analysis examines the APAC tourist eSIM purchase journey, assessing

1. Web discovery journey
2. Purchase journey
3. Payment journey
4. Activation journey

By evaluating these stages, the study highlights current customer experience practices, uncovers areas for improvement, and offers practical recommendations for telecom providers to enhance their tourist eSIM offerings.

Research framework

Overall results

Airalo emerged as the leading provider in the APAC Tourist eSIM Purchase Journey, excelling across all stages from initial search to final activation. The company’s focus on convenience, clarity, and worldwide coverage made it the preferred choice for many travellers. In July 2025, the company raised USD 220 million, achieving a valuation exceeding USD 1 billion and becoming the first eSIM unicorn worldwide².

Best practices demonstrated by Airalo:

• Extensive global offering – Provides eSIM plans for more than 200 destinations, including country specific, regional, and global options with a smooth and consistent purchase flow.
• User focused activation process – Offers app led automatic installation, QR code scanning, and manual setup, supported by step by step instructions, infographics, and videos for iOS and Android users.
• Multiple secure payment choices – Accepts PayPal, Alipay, credit and debit cards, and its own Airmoney wallet, giving travellers flexibility and ease of payment wherever they are.

1. Web discovery journey

Yesim, Airalo, and AIS stood out for their clear, accessible site links and strong first impressions.

Top 3 best practices by Yesim:

• Clear CTA in search results: Uses concise titles with keywords like “eSIM” and destination to ensure visibility in the top 3 Google results.
• Direct homepage access: Homepage includes a “Prepaid eSIM” section for tourists, reducing navigation effort.
• Fast plan access: Allows reaching destination-specific plans within 2–3 clicks, showing pricing and details upfront.

2. Purchase journey

Yesim topped the rankings for its effortless tourist e-SIM onboarding.

Top 3 best practices by Yesim:

• Destination selection: Displays a country/region picker on the main page, allowing quick selection of the travel destination.
• Package visibility: Shows available plans immediately after selection, with promotional discounts, duration, and data tiers clearly indicated.
• Frictionless checkout: Uses a 3-step process—sign in or guest checkout, optional “activate later” choice, and payment—minimising effort for new users.

3. Payment journey

Yesim ranked highest for payment convenience and flexibility.

Top 3 best practices by Yesim:

• Multiple payment options: Accepts Apple Pay, credit/debit cards, AMEX, PayPal, and cryptocurrency, with crypto refunds credited to the Ycoins wallet.
• Global readiness: Supports both international and regional wallets, displaying prices in local currency for better transparency.
• User-friendly checkout: Offers smooth payment gateway performance with immediate confirmation and a trustworthy interface.

4. Activation journey

Airalo led the rankings with the most comprehensive activation guidance.

Top 3 best practices by Airalo:

• Multiple activation methods: Provides in-app guided setup, QR code scanning, and manual entry to cater to different user preferences.
• Visual instructions: Includes animations, infographics, and clear step-by-step prompts for iOS and Android devices.
• Enhanced support: Sends post-purchase emails with installation guides, coverage details, validity, and pricing, plus linked YouTube tutorials for further assistance.

Additional Insight

Page Speed

AIS was ranked the highest in mobile website speed and responsiveness, while Holafly led in desktop performance. These results were obtained through Google’s PageSpeed Insights, based on unique core web vitals assessments for each platform.

e-KYC process

eKYC (Know Your Customer) is a process telecom companies use to confirm a customer’s identity before enabling an eSIM. In 2025, APAC providers used different approaches, from strict mandatory checks to location-based verification, while some global sellers removed it entirely for certain plans.

Telcos with eKYC mandate
Some operators, including Singtel, AIS, and StarHub, require customers to complete full verification before activation. This involves submitting a passport or ID scan and a live selfie, ensuring compliance with anti-money laundering and counter terrorism laws in their respective markets.

Location specific eKYC
Globe in the Philippines and Spark in New Zealand only verify identity when customers connect to their local networks. This method prevents eSIM activation before arrival, making verification a location-tied requirement rather than part of an online purchase process.

No eKYC required
Global providers like Holafly, Airalo, and Yesim sell data only eSIMs without identity checks. Customers can buy online and activate using a QR code after arrival. Indian telcos such as Airtel, Jio, and Vi enforce in person verification with ID and address proof.

Analyst’s Recommendations

1. Effortless discovery and purchase experience

A. Streamlined google discovery

• Ensure official links are always among the top 3 results for better visibility.
• Include clear titles with eSIM, benefits, and destination-specific keywords.
• Avoid cluttered or ad-dominated pages that distract users from the main site.

B. First-view optimization

• Present pricing, plan categories, and installation options directly on the landing page.
• Use banners to showcase tourist-friendly features and top plans.
• Provide an intuitive layout that reduces the need for scrolls or clicks.

C. Simplified purchase flow

• Structure the buying process into less than 5 steps, clearly displayed on the interface.
• Provide device compatibility checks and guide users if their device supports eSIM.
• Allow plan customization or add-ons during purchase to improve flexibility.

2. Seamless payment and identity verification

A. Flexible payment options

• Offer multiple international-friendly payment methods (e.g., PayPal, international cards).
• Auto-calculate and display taxes or currency conversions upfront for transparency.
• Avoid redirect-based payment flows to improve trust and reduce failures.

B. Frictionless eKYC

• Provide multiple verification options (passport, national ID, phone OTP).
• Ensure eKYC completion in under 5 minutes, with real-time feedback or confirmation.
• Use secure forms with status tracking (e.g., “submitted”, “under review”, “verified”).

C. Supportive checkout experience

• Allow editing of plans or details during checkout.
• Clearly communicate refund/cancellation policies before payment.
• Bundle order summary and payment breakdown in final step before pay.

3. Activation, support, and post-purchase ease

A. Easy activation journey

• Present clear, step-by-step activation instructions for both Android and iOS users.
• Use visuals or animations to explain activation in under 1 minute.
• Provide auto-install options or QR-code-based activation with backup links.

B. Instant order confirmation

• Combine eSIM QR code, plan details, and support link in one confirmation email.
• Confirm successful payment and order instantly with in-app pop-ups or SMS.
• Highlight installation validity period or expiry, if applicable.

C. Always-on customer support

• Offer support across channels: email, social media, live chat, and WhatsApp.
• Use AI-powered chatbots to answer FAQs and guide users in real time.
• Provide proactive support prompts during activation and after payment confirmation.