Holidaymakers are no longer content to laze on the beach while they are on their summer break, the Association of Independent Tour Operators (Aito) has stated.
Commenting recently, a spokesperson said that the group is witnessing a surge in the popularity of activities such as cycling, trekking and climbing undertaken by people looking to explore different cultures and improve their health.
However, Ian Bradley added that it is unlikely that the overall popularity of beach holidays will decline too much.
"The beach holiday will always have a place without a doubt, that's never going to change and there are a lot of places that cater for that," he said.
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