Forget counting cocktails and piling up buffet plates. Experts are urging holidaymakers to look beyond the food and drink to find the best value from all-inclusive breaks this summer.

And with Brits spending more than ever on hobbies, sports and gym memberships at home – and school holiday activities alongside childcare adding hundreds more to family budgets – that's value not to be sniffed at.

And when you compare that to the cost of doing those sorts of things at home, the value is even more striking.

The analysis comes as more Brits look for ways to make their holidays work harder, with many wanting a break that helps them switch off, try something new and keep the kids entertained without a stream of extra costs.

While all-inclusive holidays are usually thought of as unlimited food and drinks, TUI says the real win for many families is everything else that comes with it, from sport and wellness to children's clubs and entertainment.

Recent research from TUI Musement showed that 64% of holidaymakers choose to book water activities when on holiday* – but the prices can often be inflated in popular tourist spots. At MAGIC LIFE resorts canoeing, kayaking, windsurfing and even motorised water sports like waterskiing and wakeboarding are already included in the cost.

It seems some Brits are already catching on to the added value of MAGIC LIFE holidays: TUI has seen an increase in bookings for this summer compared to last.

The TUI MAGIC LIFE programme is also expanding next summer, with new activities including Sunrise Pilates, Family Yoga, Mindful Breath and Moon Salutation classes being introduced. Pickleball and padel are also being rolled out further, with beginner lessons and tournaments available at selected resorts.

For parents, the savings go even further: TUI MAGIC LIFE's MyMo Club includes activities and programmes for children and teenagers, helping keep them active and entertained while adults get some much-needed downtime.

Abbi Head is a TUI Travel Advisor with 18 years’ experience and is a top seller of TUI MAGIC LIFE hotels. She said: "Brits are juggling busy lives, rising costs and the pressure to keep everyone entertained, so it is no surprise people are looking for holidays that give them more for their money.

"At home, a couple of padel sessions, a few fitness classes, childcare and activities for the kids can quickly add up. On holiday, a lot of those things can already be included.

"When people think of all inclusive, they think of buffets and cocktails. Increasingly, though, the real value lies elsewhere. For families, it's the freedom to fill your day with sports, activities and entertainment without every decision coming with a price tag.

"Whether it's Pilates, padel, cycling or kids' clubs, guests can simply get stuck in and enjoy themselves. That's what makes a holiday feel truly all inclusive."