People thinking of booking flights abroad for their holiday are being affected by the impact of the recession, Which? Holiday has said.
The relatively low value of sterling is making trips to eurozone countries more expensive this year compared to 2008, with increasing numbers of Brits choosing instead to book flights to Turkish and Croatian destinations.
Which? Holiday principal researcher Jonathan Mitcham said that, for many holidaymakers, money is tighter this year.
"Others have a perception that things may get tougher and so they feel they can’t justify spending on an expensive trip away," he commented.
Mr Mitcham encouraged people looking for a holiday abroad to shop around and book deals earlier.
He added that cheap flights are easier to come by if people are prepared to travel during unsociable hours or during the week.
VisitBritain spokesperson Elliot Frisby recently said that Brits would still book flights abroad this year in search of sun despite feeling the effects of the economic downturn.