Holafly and TeleSemana.com launch the first comprehensive benchmark measuring eSIM readiness across 50 markets and 171 mobile network operators worldwide
Dubai — The UAE has secured 41st position in the inaugural Holafly Global eSIM Index 2026 with a score of 59.0 out of 100, reflecting a market that combines world-class digital infrastructure with regulatory frameworks that continue to shape how eSIM technology reaches consumers and travellers across the Emirates.
Holafly, the global leader in travel eSIMs, in partnership with TeleSemana.com, one of Latin America’s leading telecommunications industry publications, today unveiled a first-of-its-kind study evaluating the commercial readiness of eSIM technology across 50 markets globally. The Index offers a structured, data-driven view of how eSIM is deployed, experienced, and constrained across regions, bringing together operator-level data, country-level variables, qualitative assessment, and a regulatory penalty mechanism into a single 0–100 scoring framework.
UAE: Built for an eSIM-First Future
The UAE presents one of the most distinctive eSIM landscapes in the world. With mobile penetration reaching an extraordinary 238% and 5G infrastructure covering the entire inhabited territory, the country boasts the technological foundation for advanced digital connectivity.
Approximately 65% of active devices in the UAE support eSIM technology, driven by the strong presence of Apple and Samsung in a predominantly premium smartphone market — one of the highest device-readiness rates globally.
e&, the incumbent and market leader, follows a user-personalisation strategy in which eSIM serves as a gateway to financial and entertainment services. Meanwhile, du focuses on younger users and the expatriate community, using its self-management app as the core mechanism for eSIM activation, with initiatives such as free travel eSIM offerings for transit passengers.
The Telecommunications and Digital Government Regulatory Authority (TDRA) has integrated eSIM with UAE PASS to validate user identity, linking connectivity to legal identity. Through the “My Number, My Identity” policy, each eSIM profile must be associated with a valid Emirates ID — an approach that has significantly reduced identity fraud but required substantial operator investment.
However, the Index identifies the UAE as one of four markets globally — alongside Turkey, India, and Oman — that triggers the Index’s regulatory penalty mechanism, with international travel eSIM providers facing restrictions that materially impact service accessibility.
Looking ahead, the expansion of IoT — particularly in connected vehicles from Tesla, BMW, and Mercedes-Benz, and across smart city infrastructure managing electricity, water, and traffic networks — will create significant new opportunities for the technology, although it will be crucial for regulators to allow greater competitive space for travel eSIM services.
Middle East & Africa: A Region of Wide Disparity
The MEA region tells a story of remarkable contrast. Saudi Arabia leads the region at 10th globally with a score of 79.7, driven by Vision 2030 digitalisation efforts and stc’s standing as the seventh-ranked operator globally. Israel follows at 12th (79.6), supported by government mandates and the upcoming 2G/3G shutdown in 2026. Qatar (25th, 75.8) and Tunisia (32nd, 70.1) demonstrate maturing adoption.
At the lower end of the regional ranking, Sudan (50th, 38.3) reflects the impact of armed conflict on connectivity infrastructure, while Liberia (48th, 48.5) and Oman (47th, 55.3) face their own structural barriers. Turkey (45th, 56.0) demonstrates how regulatory rigour — including the blocking of more than 30 travel eSIM providers — can constrain a technically capable market.
Global Key Takeaways
The United States ranks first globally with a score of 90.2, followed by Estonia (83.6) and the United Kingdom (82.8). Thailand and Canada tie in fourth and fifth position with 82.7 points each, illustrating that eSIM leadership is no longer the exclusive domain of mature Western economies.
The findings clearly demonstrate a decisive shift in the industry: eSIM is no longer a technology in development, but a globally deployed capability. What differentiates markets today is not technical readiness, but the structural conditions that enable or limit adoption, including device availability, regulatory frameworks, and the quality of the user experience.
“eSIM has already moved beyond being an emerging technology. What will shape the next phase of adoption is how effectively markets enable seamless digital access for users. The countries leading this transition are not necessarily those with the largest telecom infrastructure, but those creating frictionless experiences that match the expectations of today’s global travellers,” said Chris Hills, VP of Carriers & Operations at Holafly.
The central conclusion is that eSIM adoption is no longer constrained by technology, but by market design. Where regulation enables digital activation, devices are widely available, and operators deliver seamless experiences, adoption scales rapidly. Where these conditions are not aligned — as seen in Sudan (38.3), India (45.6), and Liberia (48.5) — growth remains structurally limited.