A new generation of British travellers is redefining the holiday experience, swapping traditional relaxing breaks for action-packed adventures. This trend, known as 'maxx-packing', involves cramming as many thrilling experiences as possible into a single trip.
The Rise of Maxx-Packing
According to research by Tourism New Zealand, more than half (53%) of Brits now consider themselves maxx-packers, while only 31% prefer a relaxing holiday over an active one. Two-thirds (63%) say they are no longer content lounging on a sun-bed for their entire break, and 60% are more likely to go for a run or hike than have a lie-in while on holiday.
Demand for action-packed trips has surged over the past decade. While just 13% had embarked on their first maxx-packing holiday before 2015, nine in ten had experienced this style of break by 2025. The trend is even more pronounced among younger travellers, with 40% choosing active holidays to disconnect from social media.
What Maxx-Packing Involves
Dedicated maxx-packers can clock up an average of 12km of running, 14km of cycling, and 8km of swimming over a one-week trip. However, planning such a holiday can be nearly as demanding as the activities themselves, with 53% identifying this as a key obstacle.
To help overcome this barrier, 100% Pure New Zealand has teamed up with Flight Centre to launch the Maxx Package, a 12-day customisable, self-drive adventure. The itinerary travels from the North to the South Island, taking in five remarkable destinations, including a helicopter flight over Franz Josef Glacier, trekking the Tongariro Alpine Crossing, and exploring the Lord of the Rings' Hobbiton. In Queenstown, visitors can enjoy jet boat excursions, bungee jumping, and lakeside strolls, while in Hamilton, black water rafting through glow-worm-lit caves awaits.
Expert Insights
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 visitors into epic landscapes through movement – leaving you feeling rewarded and uplifted. Whether pursuing personal growth, a break from life's distractions, or 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."
Kelly Darke, travel agent at Flight Centre, added: "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."
For more information on the maxx-packing itinerary, travellers can visit their local Flight Centre.
