2008 News Archive - Holidays - Culture is better than sex on the beach, say Brits

14 01 2009

A new survey of Brits' holiday priorities reveals that exploring foreign cultures and relaxing with family and friends score more highly than sex on the beach.

The poll, conducted by the Travel Association (Abta), found that Brits travelling abroad are casting aside their party animal image in favour of more family orientated pursuits, with 19 per cent of those polled rating spending quality time with family and friends as their top holiday priority, compared to the five per cent who said sex with a partner.

Abta found that 18 per cent of respondents rated culture as the best thing about holidays.

However, the pull of the beach as a place to relax still remains strong among families and culture vultures, with eight per cent rating sunshine as their number one priority and 32 per cent saying that the break from everyday worries is the best thing about their holidays.

Casia Zajac, head of communications for Abta, said: "Holidays are important to people in different ways but the research is clear that holidays are a vital part of people's year and still will be this year despite the economic downturn."

Abta was formed in 1950 and represents nearly 6,000 travel agents and tour operators.