Holidaymakers are being increasingly attracted to trips that offer a mix of culture and the natural world, an industry expert has claimed.

Travellers are looking for ways to make their holidays more authentic, according to a tourism specialist.

Justin Francis, co-founder of, commented that tourists are expressing a greater interest in having “authentic and real” travel experiences.

He suggested that people planning holidays may want to consider a trip that is based around local communities, cultures or environments.

Mr Francis commented: “Our awareness of the destruction of marine environments, rainforests and endangered species has led us to respect the environment and want to conserve and experience it for ourselves.”

His comments follow research released by earlier this month, which revealed that nature documentaries had influenced the holiday choices of 25 per cent of Brits.

The survey found that safari holidays were the most popular animal-related experience among respondents, followed by whale and dolphin-watching and swimming with dolphins.

People planning holidays to South Africa may want to take a safari in the internationally-renowned Kruger National Park.

Written by Nicholas Scott

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