Contiki, a tour operator under The Travel Corporation umbrella that specializes in trips for 18- to 35-year-olds, is launching its first “sober-curious” itineraries across Britain and Ireland, with six new trips set to begin in August 2025. The announcement comes as recent data shows growing interest in alcohol-free travel experiences among younger travelers.
According to Contiki's 2024 Voice of a Generation Survey, 83% of respondents aged 18-35 expressed interest in completely sober travel experiences. The new offerings span various durations, from week-long, country-specific tours to an 18-day comprehensive Great Britain and Ireland experience.
"The data doesn't lie. Young travelers are not only drinking less in general, but are also increasingly curious as to what a completely sober travel experience would look like," said Adam Armstrong CEO of Contiki. "Of course, our travelers can still enjoy an Aperol in Rome or some Beaujolais wine at the Contiki Chateau if they want to, but these sober curious trips are part of a suite of cultural experiences we offer that prioritize the buzz of travel over anything else."
The itineraries feature experiential activities such as a British baking class in Birmingham, England; sustainable farming experiences in Northern Ireland; and attendance at Edinburgh Fringe Festival performances in Scotland. Other activities include yoga sessions in County Wexford, Ireland; hiking Arthur's Seat in Edinburgh; and traditional haggis experiences in Glasgow, Scotland.
World Finance reports that Gen Z's alcohol consumption is 20% lower on average compared to previous generations. The trend aligns with increasing Google search volumes for terms like “sober travel” and “sober curious."
The new itineraries range from six to 18 days and cover destinations across England, Scotland and Ireland. Bookings are now open for August 2025 departures.
Editor’s Note: This article was generated by AI, based on a press release distributed by Contiki. It has been fact-checked and reviewed by a TravelAge West editor.