In Europe, most cards are debit cards, not credit cards.
In some countries and places, credit cards are not even accepted because of the possibility of a chargeback and much higher processing fees.
In essence, many people here treat Visa / MasterCard as just "electronic cash", and therefore spend only the money they actually have.
In my own EU country, only about 1% of private bank customers own a credit card. These are usually the wealthiest people in the country, who have no problems paying the balance back on time.
The credit cards themselves provide very few benefits apart from the international health insurance for the entire family, and 0% fee for up to 45 days.
The reward programs are almost non-existent. Just like the general idea of spending the money one doesn't have.
It might sound like a very conservative society, but people here are a way more relaxed about their personal finances than in the US.
Instead of trying to earn reward points, they try to plan their expenses upfront, and focus on staying debt-free as much as they can.
That's because most Europeans have stable jobs with stable salaries which can neither grow, nor decline by a lot. Therefore, almost nobody expects to become very rich or very poor, and lives accordingly.