Breaks designed to acquire new skills like learning to dance the tango, cook exotic meals and take expert photographs are enjoying a significant growth in popularity, the research found.

Rather than a holiday being a fortnight of rest and relaxation, market research analyst Mintel has found an increasing number of Britons are seeking breaks that engage their minds, and not just rest their bodies.

More than a third (36 per cent) of adults believe that educating themselves about the place they are visiting is an important part of the holiday experience.

One in five adults (20 per cent) enjoy learning new skills on holiday, while in the past three years alone, six in ten adults have visited a museum whilst on their travels.

Mintel's senior travel and tourism analyst Tom Rees said: "As odd as it may seem to those that jet away simply seeking sun, sea, sand and sangria, long-term trends show that a growing number of UK holidaymakers are turning away from fly and flop holidays.

"Factors such as the increasing number of specialist products, more active styles of holiday-taking, the internet and the expansion of low-cost air travel have created demand for new destinations and novel experiences.

"Learning holidays are tapping into the travel zeitgeist for the 'real thing'. Learning to Tango in Buenos Ares or to cook Vietnamese in Saigon offer a 'double whammy' of intense local flavour and allows people to take their hobby to the 'next level'.

"Group-based learning holidays also have a strong appeal to the growing singles population, especially for female travellers. Meeting others with shared values and interests will be a key driver in future years, and online social networking will play an important role in organising learning events and trips."

The research finds consumers participating in a broad range of activities whilst on holiday. An estimated 7.1 million adults (11 per cent) have learnt a sport or game on holiday in the past three years, while 4.6 million (9 per cent) have learnt a language, 6.6 million (13 per cent) have learnt a new skill, and 3.1 million (6per cent) have attended a course. Three of the fastest-growing segments in this sector are photography holidays, cookery holidays and dance holidays.