LONDON, May 1, 2013 /PRNewswire/ --

• Brits are becoming more active whilst abroad with older travellers said to have more 'get up and go' -

New research has found that holidaymakers are shunning books in favour of more adventurous activities as 72 per cent of Brits admit they'd rather explore a new city then relax with a new book.

The study, by Viking River Cruises, found that Brits are now trying to jam pack their holiday itineraries with a quarter (25 per cent) of holidaymakers now visiting at least three cities per holiday. The research also found that Brits are now visiting at least six sightseeing destinations each time they take a break abroad.

Although traditionally a classic holiday pastime, the survey found that nearly half of Brits (49 per cent) don't touch a book during the day and only read at night after a day of sightseeing. However, with 25 per cent of Brits still taking at least three books away with them on holiday it seems that reading does still have a place in the holiday itinerary.

Younger travellers have slightly different views as 39 per cent of under 25's admitted to staying in one place whilst abroad and one in five said they had no interest in visiting any tourist attractions.

The research also found that Brits become more adventurous with their palette whilst abroad with over a quarter (27 per cent) trying at least six new dishes whilst on holiday abroad.

Wendy Atkin-Smith, Managing Director of Viking River Cruises UK, said "Holiday's should be savoured and we urge all Brits to make the most of their time abroad by immersing themselves in local culture, seeing sights and visiting as many places across the world as possible."

For further information and reservations with Viking River Cruises please call +44(0)20-8780-7995 or visit http://www.vikingrivercruises.co.uk.

About VikingRiver Cruises

Viking River Cruises, the world's leading river cruise company, offers scenic cruising along the rivers of Europe, Russia and Asia. The company has been honoured multiple times as the top river cruise line on Condé Nast Traveller's "Gold List" and Travel + Leisure's "World's Best" Awards as well as being recognised as the "World's Leading River Cruise Operator" at the World Travel Awards and the "Best River Cruise Line" at the British Travel Awards. Since its 1997 inception, the company has grown to a fleet of 35 vessels, and provides unique, deluxe holidays to travellers with an interest in geography, culture and history. With a $250 million investment in a fleet development programme, Viking ships has seen several refurbishments plus the introduction of 16 state-of-the-art Longships by the end of 2013, with plans for a further eight in 2014. For additional information, contact Viking River Cruises 020 8780 7995 or visit the company at http://www.vikingrivercruises.co.uk. Follow Viking River Cruises on Facebook.

For more information about Viking River Cruises please contact: Mischief PR at Viking@mischiefpr.com  or +44(0)20-3128-6500

SOURCE Viking River Cruises