Britons are increasingly turning to choosing active holidays in favour of sun, sea and sand package holidays, according to a new study.
Package holiday bookings went down 8.9 per cent between 2002 and 2006, while activity holidays seem to be rising in popularity, figures from Travelzest and the Centre of Future Studies reveals.
"We're moving away from a mass market culture to one of unlimited choice," said Chris Mottershead, Travelzest chief executive.
He added that "specialist breaks such as activity, health and spa, nature and wildlife trips and escorted tours such as opera, cycling trips, dance, cooking or wine-tasting" were becoming more popular among holidaymakers.
The Centre of Future Studies' Dr Frank Shaw said that holidaymakers were forking out for "life-enriching experiences" and savouring the opportunity to try something totally different.
Among the top ten active holidays expected to be popular over the next five years are inner self escapes, such as yoga and meditation breaks, festivals and fiestas, and holidays in which you learn a new skill such as cooking or salsa dancing.
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