British tourists have become increasingly adventurous when choosing holiday destinations, and are more prepared to step out of their comfort zone.

The Association of Independent Tour Operators (AITO) revealed that more and more Brits are travelling to long-haul destinations all over the world, to places such as India and Thailand, where their favourite movies were shot.

Adventure holidays and activity breaks have also grown in popularity with British holidaymakers, offering them something different to the traditional two-week holiday in the sun.

Derek Moore, chairman of the AITO, said: "There is a growing trend for people looking to travel to a destination for a particular reason, such as for adventure and activity holidays, and a place's association with a film is also triggering such visits.

"Britons are also more prepared to travel beyond their comfort zone today and see parts of the world which are not well known to tourists."

The Mirror recently reported that a new Australian outback movie starring Nicole Kidman and High Jackman - which is titled "Australia" - is expected to spark a new wave of interest among tourists wanting to travel to the country.

Back to News