Activity holidays are becoming increasingly popular as people want to do more than just lounge around the beach, the Association of Independent Tour Operators (Aito) has said.
The activity holiday market has grown 17.2 per cent between 2003 and 2007, according to recent research by Mintel.
By the end of 2008, activity holidays are expected to account for nearly one in eight holidays taken by Britons, growing from just over one in ten in 2003.
Commenting on the trend, Mr Bradley said: "People are feeling that they want to be more active on holiday rather than just purely relaxing on the beach or just doing a city break.
"They want to feel like they are maybe learning a new skill or they are working out where they are and seeing wonderful places around the world."
Mintel estimates that around 10.2 million activity breaks were taken in 2007.
Active and Adventure – Air Activities – Enjoy an exhilarating helicopter ride over New York or a serene hot air balloon ride over the Australian outback.