UK holidaymakers are increasingly choosing to head abroad on sporting and activity-based breaks, an industry expert has claimed.
Derek Moore, chairman of the Association of Independent Tour Operators, said that such holidays are rising in availability and popularity partly due to the fact that Brits are becoming "much more aware" of the need to stay fit and healthy .
"People are much more aware of health issues and the fact that our sedentary daily lives leave us open to potential heart attack and stroke problems in later life," he commented.
"We don't necessarily wish to sit on a beach sunning ourselves for 14 days in the 21st century."
Moore added that sporting breaks can range from cycling in the Loire Valley in France to more adventurous options such as tackling Mount Kilimanjaro in Tanzania, while other holidays can focus on specific sporting events and tournaments, such as canoeing breaks and football competitions.
"We have specialists offering holidays including golf and tennis, canoeing, cycling, walking, sailing and much, much more," he continued.
According to the Office for National Statistics, an increasing number of British holidaymakers are becoming interested in active pursuits, with almost 70 per cent of adults participating in at least one sport last year.
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