Turkey has replaced Spain as the number one destination for travellers, according to The Co-operative Travel.
Director of retail distribution Trevor Davis said the strength of the euro against the pound was a key reason for the change.
A report by Turespana, the Spanish tourist board, also said there would be a "progressive fall in the classic package holiday and the 14-day holiday".
Mr Davis said: "Bookings from people looking for cheap summer sun have traditionally ensured that Spain was the leading holiday destination. However this year they are finding the high euro and a shortage of availability means the normal late deals aren’t available.
"Turkey has benefited most from this trend and we’re seeing 30 per cent growth in bookings for holidays across all parts of the country."
Turkey’s history goes back thousands of years and the country is one of the oldest continually inhabited regions in the world due to its location at the intersection of Asia and Europe.
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