With the British pound losing its value in Europe, and traditional alternatives like Florida losing their novelty, ever more British holiday makers are finding their way to exotic beaches in China.
Travel agencies have reportedly noticed an up-tick in UK visitors to Hainan Island especially, thanks to regular flights and a rapidly developing tourism industry.
On the southern tip of China, and about the same size of Belgium, Hainan island is similar in latitude and climate to Hawaii.
In recent years it's turned from being an isolated sleepy resort, to a bustling destination with numerous high end hotels, attracting 35 million visitors a year.
It also now has good transport links with regular flights to cities across China and around the world. Haikou, the capital of Hainan province, is also well served by high-speed trains linking it to the island's main seaside resort of Sanya.
Winter is the best season for sightseeing in Hainan Island, which fits perfectly with the demand from British holiday makers.
According to Britain's Daily Mail newspaper, the British have been gradually turning their backs on American beaches as traveling to the United States loses its novelty.
Similar trends can be seen in China with many travel agencies realizing foreign visitors are beginning to demand more from China than the Great Wall and the Terra-cotta Warriors.