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Survey reveals traveller interests
09 April 2008

Travellers on holiday packages and tours want flexibility, choice and authenticity of experience, according to a new survey.

A poll carried out among members of the US Tour Operators Association (USTOA) also found that holidaymakers prioritise value for money and the availability of new destinations, Travel Daily News reports.

Bob Whitley, president of the USTOA, said that the overriding interests of modern travellers appear to be 'more free time, more shopping and greater choice'.

However, he also explained that people are showing a desire to get away from traditional tourist pursuits and gain genuine experiences of their holiday destinations.

'Travellers want to meet local people and to explore indigenous cultures, rather than take part in traditional 'tourist activities',' Mr Whitley said.

'Participation in learning experiences is high on travellers' wish lists.'

The USTOA offered examples of 'learning experiences', such as cruises on the River Nile to discover life in rural Egypt or visits to Aboriginal communities in Australia.

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