The research, which was commissioned to mark the launch of Coors Light’s SUBZER-O° Adventures promotion,  shows that British people are an adventurous lot when it comes to holidays, with one in six (16 per cent) having been on a trip that involved skiing, snowboarding, adrenaline sports or subzero activities like glacier hiking or ice caving in the last year. A further one in six (16 per cent) are currently saving money for an action packed adventure next year. 

Seeing the Northern Lights was voted top of the bucket list of holiday adventures, with almost half of the UK (48 per cent) naming it their ultimate vacation, followed by visiting Niagara Falls (29 per cent) and going on a great American road trip (28 per cent). Staying in an Ice Hotel and Husky riding also appeared in the top 20; with one in six (16 per cent) and one in seven (13 per cent) respectively saying it was their dream trip.

Closer to home, the most adventurous city in the UK is London, followed by Leeds and Southampton. Over two thirds of the capital (69 per cent) has been on an adventurous holiday in the last year, and in their spare time they take part in activities like rock-climbing (16 per cent), ice skating (15 per cent) and free-running (seven per cent).  

The research revealed that 18-24 year olds are the most free-spirited generation, with almost a quarter (22 per cent) rating themselves 10 out of 10 on the adventure scale, and one in seven (13 per cent) claiming to ‘seize the day’ and ‘live life to the full’ by trying new and exciting experiences. 

Check out the full list below: 

Top 20 Adventures Bucket List:

1.       See the Northern Lights

2.       See Niagara Falls

3.       Take a great American road trip, e.g. Route 66

4.       Go on safari

5.       Go on a cruise

6.       See the Egyptian Pyramids

7.       Swim with dolphins

8.       Walk the Great Wall of China

9.       See the Taj Mahal

10.   Fly over the Grand Canyon in a helicopter

11.   Go island hopping

12.   Walk the Inca Trail to Machu Picchu

13.   Sleep in an Ice Hotel

14.   Dive the Great Barrier Reef

15.   Visit the Amazon

16.   See Ayers Rock

17.   Visit the Galapagos Islands

18.   Go to the Rio Carnival

19.   Go husky riding

20.   Cruise down the Nile


Top 10 most adventurous UK cities:

1.       London

2.       Leeds

3.       Southampton

4.       Birmingham

5.       Bristol

6.       Edinburgh

7.       Plymouth

8.       Leicester

9.       Sheffield

10.   Chelmsford