According to operator TUI Travel, holidaymakers planning a trip are likely to want to have a new experience when abroad.
A spokesperson for the firm Lynsey Devon said: "Back in the 1970s, people went on holiday to lie on beaches and do absolutely nothing. Now they are looking to go away, have an experience and then come back and tell everybody about it."
Research from Mintel has found that one in five adults enjoy learning new skills while holidaying abroad and Ms Devon agrees today's travellers are "a lot more confident".
She added trekking and sailing holidays are particularly popular among Brits, who also enjoy doing things which are "experiential", such as going to Nepal and helping with a home build.
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