Adventure holidays UK: Brits swapping relaxed breaks for active adventure travel

British holidaymakers are getting to grips with maxx-packing — the art of cramming as many thrilling experiences as possible into a single trip. Traditionally, many of us have viewed holidays as a chance to unwind and recharge, with the occasional spot of leisurely sightseeing thrown in for good measure. But a new breed of traveller is rising at the crack of dawn to squeeze every last drop out of each day — and gruelling activities are firmly on the agenda. More than half (53%) of Brits consider themselves a maxx-packer, with just 31% saying they prefer a relaxing holiday to an active one, according to research by Tourism New Zealand . As many as two-thirds (63%) say they are no longer content lounging on a sun-bed for the entirety of their break — and 60% are more inclined to lace up their trainers for a run or hike than have a lie-in while on holiday. Demand for action-packed trips has rocketed over the past decade. While just 13% had embarked on their first maxx-packing holiday before 2015, nine in ten had experienced this style of break by 2025. The trend is even more striking amongst younger travellers, with 40% stating they opt for active holidays as they provide a chance to disconnect from social media. Dedicated members of this emerging holiday movement can clock up an average of 12km of running, 14km of cycling, and 8km of swimming over the course of a one-week trip. Research also revealed that a maxx-packing holiday can prove nearly as demanding as the activities themselves, with 53% identifying one specific obstacle as planning. To overcome this barrier, 100% Pure New Zealand has teamed up with Flight Centre to launch the Maxx Package, a 12-day customisable, self-drive adventure packed with thrilling outdoor experiences across the country's stunning natural scenery. The journey travels from the North to the South Island, taking in five remarkable destinations to guarantee travellers can make the most of every single moment. Key experiences include a helicopter flight over Franz Josef Glacier, trekking the Tongariro Alpine Crossing and exploring the Lord of the Rings' Hobbiton. The itinerary includes a stop at adventure capital Queenstown where jet boat excursions, bungee jumping, and lakeside strolls await, while in Hamilton, visitors can experience black water rafting through glow-worm-lit caves. René de Monchy, chief executive of 100% Pure New Zealand, said: "Adventure travel is part of New Zealand's heritage, it's in our DNA. "Filled with immersive, invigorating experiences that draw manuhiri (visitors) into epic landscapes through movement – leaving you feeling rewarded and uplifted." 'Whether pursuing personal growth, a break from life's distractions, or you're someone who simply can't sit still, New Zealand provides it all – leaving travellers richer in stories they'll carry long after they return home. "If you're not a maxx-packer there's plenty of sun-soaked beaches, breath-taking relaxation spots and delicious food and wine to tempt all kinds of travellers to the North and South Islands. New Zealand really is a destination for everyone". Kelly Darke, travel agent at Flight Centre says: "The way people research and book trips has completely shifted - travellers want to come home with stories, not just a tan. "The conversations we're having are less about destinations and more about doing them justice, making sure every day counts. That's driven by a growing expectation that every pound and moment spent on a holiday should deliver something exceptional, not just something restful." For further details and to arrange the maxx-packing itinerary, visit your local Flight Centre.