Nearly a quarter of British adults have gone camping or caravanning in the past three years, the main attraction being the classic 'getting away from it all' for 42 per cent of these happy campers.
Conversely, just 14 per cent of outdoorsy holidaymakers say they'd welcome the opportunity to disconnect from the internet – although 32 per cent of those camping at music festival would be happy to unplug.
Some 41 per cent of people choosing a tent, caravan, yurt, safari tent, motorhome or shepherd's hut for their hols say connecting with nature is a draw.
In total, an estimated 17 million camping and caravanning trips were taken by UK adults in 2016 – over 15 million of which in Britain. The whole figure is predicted to rise to 17.9 million in 2017 and to over 21 million in 2020 according to findings from Mintel, released by the Caravan, Camping and Motorhome Show.
The annual show (standard tickets from £8) will take place at Birmingham's NEC from February 21st to 26th 2017 and will feature celeb outdoors-lovers Ben Fogle, Kate Humble and Julia Bradbury, The Great British Bake Off favourite Selasi Gbormittah and, excitingly, a 'mobile climbing mountain'.