Dinner party tourism takes UK by storm

Bye-bye Benidorm, hello Acapulco. British holidaymakers are going to ever more exotic destinations in a trend branded 'dinner party tourism'. A new report from travel specialist, STA Travel, claims sunseekers are indulging in travel one-upmanship as they seek to visit more unusual and off-the-beaten-track destinations in order to show off to family and friends.

One expert interviewed for the report described the habit of visiting far-flung destinations before they become popular as “keeping up with the Indiana Joneses”. One in three ambitious travellers (35%) are even setting themselves see-by dates in order to score points over their peers.

The report found the bar for having a unique trip is being raised, as travellers increasingly seek territory off the tourist path to be the first to broadcast their one-upmanship on social networks like Facebook and Twitter. For some travellers, not to have been to a must-visit city risks a social isolation equivalent to missing out on a popular film.

40% of holidaymakers say they are adventurous and keen on discovering little-known destinations before they become oversubscribed by their peers. This thirst for adventure is supported by a 10% rise in sales of adventure tours at STA Travel this year.

Tremayne Carew Pole, founder of the Hedonist series of travel guides, said: "It is part of dinner party tourism. Aspirational travel is all about creating stories, which in turn are about competing with the person who only went to Barcelona. These days people want to see as many places as possible in a lifetime.”

The study from the Future Laboratory, commissioned for STA Travel’s 30th birthday said the internet had increased awareness and knowledge of new destinations and new experiences which had boomed due to the reduced cost of long-haul travel.

While budget airlines have opened up European destinations, many younger travellers have a 'been-there-done-that attitude' and during the recession they want their main holiday to count more than ever.

John Constable; Group MD of STA Travel said: “Travellers are getting increasingly ambitious as they endeavour to get the most out of their holiday time. With amazing offers right now it’s a great time to experience some of the less well trodden places such as Kicking Horse river in the Canadian Rockies with its exhilarating white water rafting or North Drakensberg in South Africa where you can find possibly the most dramatic one-day hike in the world.”