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Holidaymakers In Favour Of Educational Breaks

Mon, 14 Sep 2009

An increasing number of British holidaymakers want to learn new things on their travels, according to market research company Mintel.

A recent study by the group identified education as the "latest travel trend", with over one-third (36 per cent) of the 2,000 UK adults polled believing it is important to learn as much as possible about their holiday destination .

It also found that a fifth (20 per cent) of Brits enjoy learning a new skill while on holiday, with 6 per cent saying they have attended at least one course in the past three years. In addition, 60 per cent said they have visited a museum on their travels since 2006.

Tom Rees, senior travel and tourism analyst at Mintel, said: "As odd as it may seem to those that jet away simply seeking sun, sea, sand and sangria, long-term trends show that a growing number of UK holidaymakers are turning away from fly and flop holidays ."

"Factors such as the increasing number of specialist products, more active styles of holiday-taking, the internet and the expansion of low-cost air travel have created demand for new destinations and novel experiences."

According to the research, breaks themed around photography, cookery and dancing are three of the fastest-growing areas of the educational holiday market.

Rees added that such breaks help people experience local flavour and meet other travellers "with shared values and interests".
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