Modern travellers 'want new experiences'

Holidays that offer new activities and a sense of adventure are becoming increasingly popular among modern travellers, it has been claimed.

According to the Association of Independent Tour Operators (Aito), while city breaks and beach holidays are still popular, there is increasing interest being shown in trips that offer something new and exciting.

Aito spokesman Ian Bradley said: "People are feeling that they want to be more active on holiday rather than just purely relaxing on the beach or just doing a city break.

"They want to feel like they are maybe learning a new skill or they are working out where they are and seeing wonderful places around the world."

Mr Bradley offered some examples of the sorts of activities that attract these modern travellers, such as walking to Machu Picchu in Peru or going on safari in southern African countries such as South Africa or Botswana.

While activity holidays are becoming more popular, Mr Bradley asserted that traditional beach breaks will always be in demand and there will always be destinations to cater for this market.

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