New experiences, exercise and sex are the secrets to joie de vivre, according to a study out today from South African Tourism. The study explodes Britain's staid and lazy couch potato reputation, instead revealing that vivacious Brits extol lifestyle choices that keep them young.
60 per cent of those polled rated an experimental outlook as essential to holding back the years. 47 per cent of people also regarded regular exercise as key alongside a healthy sex life (42%), and meeting new people (42%).
Instead of seeking miracle cures Brits rely on an active attitude and outlook to fend off the advance of wrinkles. According to the study, Brits shun ‘magic’ solutions in the form of lotions and potions to erase the signs of ageing – maintaining a quality beauty regime merited least important in a list of factors that keep you young (only 14 per cent considered it a factor).
The study also found that holiday choices echo this sentiment. When booking their holidays for the next year, three-quarters (75 per cent) of Brits polled declared quality time with their loved ones as the most crucial component of holidaying. But far from holing up in the comforts of their home country, Brits declared viewing stunning scenery (71% voted it as an important factor), experiencing new cultures (60%) and indulging in good food and drink (54%) as essential to enjoying their holiday.
Lebohang Mokhesi, UK Country Manager for South African Tourism commented: “An experimental and active attitude to life is a healthy way to hold back the years and these results show that Brits have hit on the key to staying young. Experiencing new things and meeting new friends is best done on holiday and as South Africa is renowned for its fun and youthful approach to life - a holiday there is the perfect way to rejuvenate and escape from the stresses of day to day life that make Brits feel older than their years.”
Key findings:
Eternal youth
· Women praised the benefits of beauty over men - almost a quarter (23%) considering a quality regime as a factor in keeping them young compared to only 5 per cent of men.
· The over fifties were most sceptical of the benefits of a beauty regime with only nine per cent saying this is the secret to eternal youth.
· Half of all under thirties claimed a healthy sex life would help fend off the aging process compared to a third (35%) of over fifties.
· Quality time with partners was the most important consideration for holidaymakers across all age groups (75% rated this the most important factor).
· Women valued beautiful scenery more than men in the survey – 73 per cent picked it as an important component compared to 69 per cent of men.
· Young Brits (18 to 29 year olds) rated exercise as more important to maintaining youth than any other age group, 58 per cent voted it a factor compared to only 40 per cent of the over 50s.
In the regions:
· Almost half (48%) of people in the Midlands considered a healthy sex life as the key to eternal youth this compares to a national average of 42 per cent and undersexed Southerners (37%).
· The Scottish were most likely to immerse themselves in other cultures when abroad with 68 per cent seeing it as important when on holiday compared to 60 per cent of the average Brit.
· 61 per cent of Londoners voted indulging in good food and drink as crucial to enjoying their holidays compared to 51 per cent of Northerners
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