Home THE JOURNEY Air UK travellers are opting for active and adventurous holidays

UK travellers are opting for active and adventurous holidays

Photo by David Marcu

Icelandair, Iceland’s flagship airline offering transatlantic flights, has conducted a study exploring an exciting new trend among UK holidaymakers. The research reveals that nearly half of Brits now prefer holidays that include outdoor pursuits and adventure activities. But what adventurous are Brits pursuing the most? 

The survey, involving 2,000 UK holidaymakers, delves into the reasons behind this growing appetite for thrilling travel experiences and uncovered the mental and physical benefits of adventurous pursuits. 

2 in 5 UK holidaymakers prioritise adventure and outdoor activities when planning their trips, showing a significant shift towards adventure travel.

Breaking down the data further, 25% of UK travellers favour holiday itineraries that balance relaxation with moderate to extreme activities, such as beach holidays including boat trips and visits to other areas.  However, almost 1 in 5 (18%) prefer more high-octane getaways that centre around outdoor activities like wild swimming and scuba diving.

What are the go-to activities for adventurous Brits? 

To whittle down the top adventure options for you and your travel companion, we asked Brits what would be their ideal choice of activity when travelling abroad. The survey reveals that taking a boat trip is the most popular pass time for Brits abroad (54.45%), followed by visiting natural places of beauty (52.20%) and places of historical significance (50.67%). 

2 in 5 UK travellers say adventure travel makes them more confident

To understand the reasons behind these growing holiday trends, Icelandair asked holidaymakers what they believed to be the benefits behind their thrill-seeking abroad. 

According to the survey, greater confidence is the biggest benefit of taking part in adventure activities while on holiday (43%). Next is a sense of accomplishment (42%), followed by overall improved mental health (35%).

The survey also found that over a quarter of UK participants (27%) said that engaging in adventure activities abroad allowed them to challenge how they see themselves, and 26% disclosed that they feel less stressed.

UK women found outdoor and adventure activities particularly beneficial for their mental health.

Given that 59% of women and 40% of men prioritise self-care and well-being in their day-to-day lives, the mental and physical health benefits of outdoor activities make adventure holidays ideal for wellness-minded travellers.