What you need to know

Some 62% of UK adults have taken a holiday specifically in order to pursue a hobby or interest, demonstrating the large reach of this market. However, specialist travel companies are only capturing a small slice of this. The growth potential for specialist brands is therefore significant. History & culture, hands-on creative breaks, foodie-themed holidays and immersive nature experiences offer the biggest opportunities.

Covered in this Report

This Report examines the current and potential market for holidays overseas and within the UK which are taken specifically to pursue a hobby or interest. This encompasses diverse areas such as history/culture, nature/wildlife, food & drink, arts & crafts, astronomy and language learning, Adventure travel and other types of specialist physical activity holidays are often considered to be a separate market, but this market overlaps with special interest and is also included.

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