Cultural experiences are highly important to travellers and the thing that people are most willing to pay extra for on a holiday, a new survey suggests.
Visa and the Pacific Asia Travel Association (Pata) polled holidaymakers from major source markets including the UK, Australia and the United States and found that 57 per cent are willing to extend their budget to experience a foreign culture.
The survey also found that the majority of travellers would pay extra to guarantee good customer service or to visit an exotic destination.
Pata spokesperson Meranda Chan said: "As time is precious, people want to make the most out of their holidays and so are willing to spend more to have a unique experience that goes off smoothly.
"It is now easier than ever to travel to a wide range of destinations and people are using this opportunity to learn more about different cultures."
Greg Duffell, president of the travel association, said an interest in new holiday experiences is leading to an increase in tourist numbers in the Asia Pacific region.
Pata released a report earlier this year which indicated that Australia, Japan and Hong Kong will be the top three destinations in the region over the next two years.
Hong Kong – Part mystical Chinese city, part 21st Century metropolis Hong Kong combines temples and skyscrapers.