The growth in out-of-the-way travel is playing a vital role in many countries’ economic development, with trends showing UK tourists leaning towards cheaper accommodation in return for more social media-impressive experiences in ‘Instagrammable’ and adventurous destinations.

The WTTC shows Azerbaijan, Mongolia, Iceland, Cyprus, Kazakhstan, Moldova, Costa Rica, Georgia and Sri Lanka as some of the countries seeing the strongest travel and tourism growth globally, outpacing the more traditional holiday markets such as India, China and Indonesia.

FOMO – fear of missing out – means people now want to “collect the world”, and time-poor adventurers are re-inventing typical holiday pursuits as photography tours and cookery lessons, while seeking something beyond just a hotel. The fall in the value of sterling since Brexit has had an impact on holidaymakers’ choices with trips to Mexico and South Africa boosted by the relative weakness of their currencies.

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