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Modern travellers are increasingly on the lookout for adventure and novel experiences, according to an industry researcher.

Claire Lilley, head of research at Holiday Which?, said that the travel market is developing into an 'experience economy'.

'People are looking for experiences as part of their holiday,' she commented. 'People are going on maybe three or four holidays a year and they don't always just want to lie on a beach.

'They're looking for things like bungee jumping and skydiving and canoeing and horse riding and all the rest of it.'

People are showing an increasing appetite for long-haul travel, but Ms Lilley pointed out that environmental concerns are also rising in prominence, meaning that many holidaymakers are balancing these two issues as they decide on their trip.

Commenting on particular regions that are expected to do well this year, the Holiday Which? spokeswoman said that eastern Europe is 'still booming'.

'Places like Bulgaria and Turkey are on the agenda a lot more,' she said.

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