Brits heading on holiday this year are putting sunshine and good value at the top of their agenda, according to new research.

Brits heading on holiday this year are putting sunshine and good value at the top of their agenda, according to new research.

A survey by American Express Insurance Services shows that 16 per cent of people will be looking to reduce the cost of their summer break.

Furthermore, 13 per cent of those questioned plan to choose a destination outside of Europe in order to get better value for their money.

Yet for some, sunshine is a bigger priority than finding a cheap break, with 11 per cent listing this as the most influential factor in their decision.

Chris Rolland, head of American Express Insurance Services, said: “Clearly Britons are feeling the strain in the UK at the moment – finances are stretched, jobs are scarce and morale is low.

“People are understandably keen to get away on a much needed holiday.”

One destination that may appeal to those looking for an exciting yet good value break is South Africa.

According to an article from the South African tourist board, published in the Daily Mail, holidays in South Africa should be taken between May and August during what is known as the ‘secret season’, as temperatures are spring-like and therefore perfect for a safari.

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