Newmarket Holidays says sales of luxury and exotic holidays are on the rise, thanks to agents who are encouraging customers to try something different.

The operator reports India, Japan and Borneo are among the most popular holiday locations in the first weeks of 2024.

Director of Product, Purchasing and Operations Verity Rice said: “We’re thrilled to report a remarkable growth in bookings for long-haul destinations which are outperforming last year and, in many cases, beating 2019 sales.

“There’s a real taste for the exotic. We launched three new India tours in 2023 and all are booking ahead of expectations.

“Japan, which we dropped as a destination in 2019, has shone following the introduction of a new ‘Japan Unveiled’ itinerary in September and Borneo is a rainforest adventure that shows travellers have no worries going off the beaten path when they have the support of a group.

“Travel agents are playing a massive part in the success by giving their customers the confidence to seek out destinations that are normally off their radar.”