By Mark Worgan

British travellers are embracing maxx-packing - the art of fitting in as many adventurous experiences into a holiday as possible.

Many of us have traditionally treated vacations as an opportunity for rest and relaxation, occasionally interrupted by a little gentle sightseeing.

But a new generation of travellers are rising at the crack of dawn to get the most out of every day - and strenuous activities are very part of the itinerary.

More than half (53%) of Brits consider themselves a maxx-packer, with just 31% saying they prefer a relaxing holiday to an active one, according to research by Tourism New Zealand.

As many as two-thirds (63%) say they are no longer satisfied sitting on a sun-lounger for the duration of their trip - and 60% are more likely to get up for a run or hike than sleep in on holiday.

Demand for active trips has surged in the last decade. While just 13% had taken their first ‘maxx-packing’ holiday prior to 2015, nine in ten had been on this type of trip by 2025.

The trend is even more pronounced among the young, with 40% saying they choose active holidays as they offer an opportunity to unplug from social media.

Enthusiastic members of this new holiday tribe can clock an average of 12km of running, 14km of cycling, and 8km of swimming on a one-week trip.

Research also found that a maxx-packing holiday can be almost as strenuous as the activities, with 53% saying that one particular challenge is planning.

To get over this hurdle 100% Pure New Zealand has partnered with Flight Centre to create the Maxx Package, a 12-day customisable, self-drive trip filled with exhilarating outdoor adventures in the country’s majestic natural landscapes.

The trip goes from the North to the South Island, via five extraordinary locations to ensure travellers can maximise every moment.

Highlights include a helicopter ride over Franz Josef Glacier, hiking the Tongariro Alpine Crossing and visiting the Lord of the Rings’ Hobbiton.

The route stops at adventure capital Queenstown where jet boat rides, bungee jumping, and lakeside walks are on offer while in Hamilton, travellers can enjoy black water rafting through glow-worm-lit caves.

René de Monchy, chief executive of 100% Pure New Zealand, said: “Adventure travel is part of New Zealand's heritage, it's in our DNA.

“Filled with immersive, invigorating experiences that draw manuhiri (visitors) into epic landscapes through movement – leaving you feeling rewarded and uplifted.

‘Whether pursuing personal growth, a break from life’s distractions, or you’re someone who simply can’t sit still, New Zealand provides it all – leaving travellers richer in stories they’ll carry long after they return home.

“If you’re not a maxx-packer there’s plenty of sun-soaked beaches, breath-taking relaxation spots and delicious food and wine to tempt all kinds of travellers to the North and South Islands. New Zealand really is a destination for everyone”.

Kelly Darke, travel agent at Flight Centre says: “The way people research and book trips has completely shifted - travellers want to come home with stories, not just a tan.

“The conversations we're having are less about destinations and more about doing them justice, making sure every day counts. That's driven by a growing expectation that every pound and moment spent on a holiday should deliver something exceptional, not just something restful.”

For more information and to book the maxx-packing itinerary, head into your nearest Flight Centre