Four in 10 over 40s are opting for thrill-packed adventure holidays over relaxing by the pool – choosing to hike, ride horses, road cycle and ski instead of the traditional beach break.
Research of 2,000 adults over 40 found others enjoy riding rollercoasters, wild camping, and mountain biking.
While snorkelling, kayaking, mountain climbing, and zip lining are also popular.
And of those yet to experience such activities, 73 per cent are seeking to be more active following the events of the pandemic.
More than half (56 per cent) want to make more memories while they can and 49 per cent are keen to make holidays fun again.
The research was commissioned by Voltarol, which has also created a quiz to find out how adventurous you really are when it comes to going on holiday.
Hannah Ford, from the brand, said: ”Age is but a number, it is how healthy, active and audacious you are that can make the difference.
“The fact that nearly half of adults over the age of 40 have become more adventurous is a good sign, as pushing yourself out of your comfort zone can bring incredible health benefits – both physically and mentally.
“We’re not surprised that hiking came out as the top holiday activity for the over 40s, as, while the pursuit can seem mild rather than wild, the breath-taking views, blood-pumping cardiac exercise and mind-clearing side effects of the hobby can’t be beaten in terms of adventure – no matter how old you are.
“Age aside, it is always important to remain as cautious as possible to avoid any unnecessary injuries while having fun.”
The study also found nearly half of those who are less adventurous tend to gradually take things a step at a time on holiday, with 35 per cent concerned they may injure themselves if they take