The New Face of British Travel as the Rise of ‘Maxx-Packers’ Shapes Travel Trends With Fitness-Focused Experience-Driven Holidays That Prioritise Active Exploration

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In recent years, British holidaymakers have been embracing a new type of travel experience, one that is anything but sedentary. A recent study has uncovered a significant shift in holiday preferences, with more and more UK travellers prioritising activity-filled vacations over traditional relaxing getaways. This evolving trend has given rise to what has been dubbed the ‘Maxx-Packer’ — a new breed of tourist who thrives on action-packed adventures, early mornings, and meticulously planned itineraries, all designed to make the most of every minute abroad.

The Maxx-Packer phenomenon marks a departure from the typical ‘fly and flop’ approach to holidays, where the main objective is relaxation, often spent lounging by the pool or on a sunbed. Instead, these travellers are keen to challenge themselves with physically demanding activities, from hiking and running to cycling and kayaking. According to research by Tourism New Zealand, 53% of UK travellers now identify as Maxx-Packers, a figure that has surged in recent years and has overtaken the 31% of holidaymakers who prefer a more laid-back experience.

The rise of Maxx-Packing is not just a passing trend. It reflects a major shift in the way people approach holidays. Over the past decade, the number of British travellers engaging in active vacations has grown exponentially. In 2015, only 13% of British tourists embraced this active travel style, but by 2025, it’s predicted that 89% will have participated in at least one action-oriented holiday. This staggering 585% increase highlights the growing demand for holidays that go beyond mere relaxation and offer opportunities for personal growth, physical challenges, and a deeper connection with the destinations visited.

One of the most striking aspects of this trend is how much more active British tourists are becoming during their trips. According to the study, 72% of British tourists reported being more active on holidays now compared to a decade ago. Early risers are a common sight among Maxx-Packers, with 48% waking up earlier than usual to make the most of their time away. Furthermore, 57% of respondents said they take the time to plan their trips in advance, ensuring they have a packed itinerary filled with experiences that keep them moving.

Traditional beach holidays, where relaxation is the primary focus, are no longer enough for many travellers. A significant 63% of those surveyed stated that they no longer find satisfaction in simply lounging by the pool, and 60% prefer to start their days with a run or a hike. Additionally, 75% of British holidaymakers now prioritise exploring new sights over basking in the sun. For many Maxx-Packers, a typical day on holiday includes physically challenging activities such as running, cycling, or hiking, with 51% engaging in at least one demanding activity each day, and 14% participating in multiple such activities.

The Maxx-Packer lifestyle is about more than just physical fitness; it’s about embracing the idea that travel can be a way to connect with a destination in a deeper, more meaningful way. Whether it’s running through the streets of a bustling city (28%), hiking to remote and scenic viewpoints (36%), or kayaking across picturesque lakes (22%), these travellers see physical activity as a way to enhance their travel experience. In fact, over a quarter of British travellers (28%) enjoy running during their holidays, with 9% regularly covering more than 15 km during a seven-day trip.

The surge in active holidays can be attributed to several factors. One of the driving forces is the desire to get the most out of their holiday budget (34%), with many travellers looking to experience as much as possible in the limited time they have. For these individuals, physical activity is no longer just an optional extra but a central element of their travel plans. Additionally, 47% of respondents said that they choose active holidays in order to maximise their time abroad and make the most of their experiences.

For younger generations, especially Gen Z, active holidays offer more than just a way to stay fit. A key motivation for 40% of younger travellers is the opportunity to disconnect from social media and the pressures of modern life. Many of them view these active getaways as a chance for self-improvement. About 28% of Gen Z participants said they embrace the Maxx-Packer lifestyle as a way to set and achieve personal goals while 22% see it as an opportunity to push themselves beyond their usual limits.

However, the rise of Maxx-Packing does come with its own set of challenges. More than half of the travellers surveyed (53%) cited the planning process as the most difficult part of such holidays. Recognising the need for hassle-free, action-packed travel, 100% Pure New Zealand has teamed up with Flight Centre to offer a new tailored travel experience called the ‘Maxx-Package.’ This 12-day, self-drive itinerary through New Zealand’s North and South Islands is designed to help travellers make the most of their active holidays without the stress of planning every detail. The itinerary includes exciting experiences such as a helicopter ride over Franz Josef Glacier (32%), a hike across the Tongariro Alpine Crossing (38%), and a visit to the famous Hobbiton movie set (30%).

For those seeking even more adrenaline, Queenstown — New Zealand’s adventure capital — offers jet boat rides, bungy jumping, and scenic lakeside walks. More adventurous souls can embark on a black water rafting adventure through glow-worm-lit caves in Hamilton, while Rotorua’s cycling culture and world-renowned Whaka 100 mountain biking trails are perfect for those looking to explore by bike.

The Maxx-Packer trend is undoubtedly reshaping the way people think about holidays, offering a new, more energetic approach to travel that blends exploration, fitness, and adventure. As the demand for such vacations continues to grow, it’s clear that the days of simply lounging by the pool are being replaced by action-filled itineraries that allow travellers to immerse themselves in their destinations like never before.

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. We’ve made it easy for Maxx-Packers to now book their specially curated itinerary through Flight Centre.”.

Kelly Darke, travel agent at Flight Centre adds “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.”

At the other end of the travel spectrum, the growing Maxx-Packing trend has caught attention, particularly among long-time ‘Sun-Loungers,’ with 22% expressing a sense of ‘exhaustion’ just thinking about it.

Most sun-loungers (74%) firmly believe that vacations should be about unwinding, not seeking adventure. Additionally, 76% associate a genuine holiday with completely disconnecting, while 84% emphasize the importance of not feeling compelled to do anything at all.

Rene added “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”.