British travellers have become more inclined to go on experiential holidays, it has been suggested.
Travel operator TUI Travel said that holidaying trends had moved away from the 1970s tradition of "lying on beaches and doing absolutely nothing".
Lynsey Devon, TUI Travel’s activity sector PR manager, said that people are now more inclined to "go away, have an experience and then come back and tell everybody about it".
"They are now far more interested in trying something out, maybe doing something adventurous like going on a trek or skiing," she commented.
Ms Devon went on to say that trekking has proved particularly popular, while experiental trips, such as flying to Nepal and helping build a home or school, have also been a hit.
Recent research from Mintel revealed that one in five adults enjoy learning new skills while holidaying abroad, while 11 percent said they had learnt a sport or game while away during the past three years.
The poll also revealed that photography holidays, cookery holidays and dance holidays were growing in popularity.