People on South Africa holidays and trips to other far-flung destinations are increasingly searching for unique experiences, it has been claimed.
According to Claire Lilley, head of research at Holiday Which?, the modern holiday market consists of people who want to expand their range of life experience, rather than simply relax by the sea.
"People are more adventurous," she said. "Analysts have said that it's more of an experience economy now, so people are looking for experiences as part of their holiday.
"People are going on maybe three or four holidays a year, and they don't always just want to lie on a beach."
Ms Lilley listed a range of experiences that people often show an interest in, including canoeing and horse riding.
She also claimed that people are increasingly willing to go further afield, as shown by the rising popularity of activities such as safari holidays in South Africa.
2 by 2 Holidays are specialists in safaris, holidays and travel to South Africa, Botswana, Zambia, Namibia, Mozambique, and Mauritius. Click here for more information on South Africa holidays.
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