Airalo, Holafly, Maya, Nomad... e-SIM apps have exploded in recent years. The pitch is always the same: "Never deal with airport SIM cards again." On paper, it sounds great. In practice, it's often a more expensive solution than necessary, and it's built on a myth.
What an e-SIM actually costs
Let's compare on a concrete example: a 10-day trip to Thailand. The numbers speak for themselves.
| Solution | Data included | Estimated price |
|---|---|---|
| Airalo (e-SIM) | 3 GB / 10 days | ~€12 |
| Holafly (unlimited e-SIM) | Unlimited / 10 days | ~€30 |
| AIS SIM at Bangkok airport | 30 GB / 30 days | ~€6 |
| Local SIM in Lisbon (NOS) | 15 GB / 30 days + calls | ~€10 |
| Local SIM in Tokyo (IIJmio) | 10 GB / 10 days | ~€8 |
For the same usage, a local SIM is 2 to 5 times cheaper. And usually with significantly more data.
The airport takes 10-15 minutes, not an eternity
The myth of airport SIM hassle is persistent, but it doesn't hold up. In virtually every major international airport, buying a local SIM means:
- A clearly signposted stand right at the terminal exit, often before baggage claim
- 10 to 15 minutes maximum, often just 5
- Staff set everything up on the spot, no technical knowledge needed
- Cash or card, immediate activation
- A plan with far more data than an e-SIM at the same price
Bangkok, Tokyo, Lisbon, Marrakech, Mexico City, Delhi, Seoul... These destinations have optimised tourist connectivity from day one. The SIM hassle is a memory from 10 years ago.
Your home carrier might already cover you
Before looking for an external solution, an often-missed step: check your existing plan. Many carriers include international data at no extra cost, especially within the EU where roaming charges are banned.
- EU residents roam at domestic rates across all 27 EU countries, no extra cost
- Many UK carriers include EU roaming in most plans post-Brexit
- Budget carriers like Free Mobile (France) include data and calls in 70+ countries worldwide
- Check your carrier's international add-ons, often €5-10/day for full coverage abroad
When e-SIM actually makes sense
To be fair: there are situations where e-SIM is genuinely the best option.
- You're crossing multiple countries in a few days and don't want to swap SIMs at every border
- You're visiting a country where buying a local SIM is complex for foreigners (China notably)
- Your phone has no physical SIM slot (some US iPhone models)
- You arrive very late at night and the airport SIM stands are closed
In these specific cases, e-SIM is justified. For everything else, which is the majority of trips, a local SIM wins on every metric.
The best advice comes from someone who knows
Real information about what works in a given country doesn't come from an e-SIM operator's website. It comes from the experienced traveller sitting a few rows behind you on the plane.
"In Tokyo, get the IIJmio SIM at Terminal 2, 3-day plan, 1,000 yen. Best coverage on the metro." That's the kind of ground-level tip no price comparison will give you.
In FlyMates, before you even land, passengers on the same flight share exactly this kind of local tip: which SIM to buy, where, what it actually costs. A 2-minute conversation can save you €20, and one fewer app to download.
In summary
- e-SIM is often 2 to 5 times more expensive than a local airport SIM
- SIM stands at major airports take 10 to 15 minutes maximum
- Check your home carrier first, you may already be covered
- e-SIM makes sense for multi-country trips or phones without a SIM slot
- The best SIM advice always comes from a traveller who knows the destination