Leisure travellers are becoming increasingly attracted towards adventure and long-haul travel options, according to a travel industry expert.
Claire Lilley, head of research at Holiday Which? said the continual growth of the travel industry has led to many travellers developing an attitude towards more ‘adventurous holidays’ and claimed the market is now "an experience economy" .
"People are looking for experiences as part of their holiday," she said. "People are going on maybe three or four holidays a year and they don't always just want to lie on a beach...they're looking for things like bungee jumping and skydiving and canoeing and horse riding and all the rest of it."
Despite these trends, Ms Lilley said the traditional package holiday to sunshine destinations will continue to be popular, with families, in particular, preferring hassle-free and affordable holidays .
Commenting on particular regions that are expected to do well this year, the Holiday Which? spokeswoman said that eastern Europe is "still booming", with destinations such as Bulgaria and Turkey on the rise.
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