Three million Brits head to the slopes
According to research from esure, those heading to Europe on a ski holiday are also likely to engage in activities other than skiing and snowboarding.
The company reports that a fifth of adult holidaymakers would like to try out so-called extreme sports while on their ski holidays in Zermatt and other resorts - such as ice-lake diving, tobogganing and off-piste snowboarding.
Jacky Brown of esure noted that there has been a rise in "high-adrenaline, adventure sports - such as heli-skiing and ice-lake diving".
Meanwhile those heading abroad for ski holidays in Zermatt can also look forward to sociable and exciting apres ski entertainment.
While skiing and other snow activities are important to those on ski holidays, according to moneysupermarket.com, one in five holidaymakers travel to resorts for the apres ski alone.
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