So today Vodafone is pitching in by abolishing roaming fees in 35 countries across Europe. The deal kicks off from 1 June and runs until the end of August, covering both pay monthly and PAYG punters.
You'll need to sign up to Vodafone Passport to get involved, but it doesn't cost anything, so your wallet's safe.
If you're on PAYG and take advantage of Voda's £50 worth of calls and texts for a tenner, this is without doubt a winner.
Other networks take note, this kind of deal is only going to make us pine for more freebies.