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Brits swap sun, sea and sand for culture and 2017 as Japan tops trending holiday hotspot list… where will you go next?

BRITS are turning Japanese the land of the rising sun is the biggest trending holiday hotspot for adventurous UK tourists this year, according to the sales of travel books.

And with New York, Berlin and Iceland on the list it suggests culture and nature rather than sun, sea and sand is attracting a growing interest among those seeking a getaway this year.

Figures on travel book sales from Amazon shows Japan tops the list, thanks to its growing gastronomic reputation, followed by city break favourite Rome.

Figures on travel book sales from Amazon shows Japan tops the list

Iceland is third on the list

Iceland is third on the list with its Northern Lights and hot springs while, further afield, Vietnam and Sri Lanka are increasingly on Brit bucket lists.

Of course many of these destinations are becoming better value for money as they are not subject to the pounds fluctuation against the Euro and the Dollar in particular.

Place to go . . . adventurous Brits cant wait to escape

But they are also a welcome alternative to beach holidays for those looking for something difference, said Amazon.

The list suggests many Brits are going for a combination of one far flung adventure combined with the occasional city break with Rome, Barcelona and Berlin featuring in the top ten too.

Dan Mucha, books director, Amazon, said: Seeking diverse places filled with captivating culture, Brits are starting to travel further afield to experience the best the world has to offer.

Whether it is the desire to see the cherry blossoms in Japan, the Sistine Chapel in Rome, the Northern Lights in Iceland or the temples in Sri Lanka, Brits are putting culture and nature first.

Japan topping the list suggests Brits are more interested in culture and nature

Regionally the sales data shows Bristol residents buy the most travel books per person, followed by those in Edinburgh, Peterborough, Brighton and Nottingham.

Across 2016, the best selling foreign phrasebooks were Italian, Spanish and Japanese, said Amazon.

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