Sober travel: ‘Dry tripping’ is tipped to take off in 2024 - here’s how to try it for yourself

05.01.2024 - 23:43 / euronews.com / Angela Symons

Millions of drinkers around the world plan to give up booze as part of 'Dry January'.

But the trend is beginning to stretch beyond the New Year. Only about 38 per cent of young adults are regular drinkers, according to analytics company Gallup.

The tourism industry is starting to take note.

“It is no longer commonly accepted that you need to drink alcohol to have fun," says Lauren Burnison, owner of UK alcohol-free travel company We Love Lucid. 

"People have started to question this narrative, which is why we have seen an increase in demand for alcohol-free drinks and alcohol-free events and activities.” 

Burnison launched her travel company in 2018 focused on providing alcohol-free itineraries. “Adventure travel was such a life-changing and integral part of my own recalibration after getting sober that I felt compelled to share it with others.”

While baby boomers have slightly increased their drinking habits, according to Gallup, only 42 per cent of millennials claim to drink. For Gen Z, the total is even lower, with only 21 per cent drinking regularly.

Hotels.com, a leading global online travel agency, predicts that 'dry tripping' will emerge as a significant trend among vacationers in 2024.

This will see travellers shunning activities that focus on alcohol, such as pub crawls, and seeking accommodation and restaurants that offer creative nonalcoholic beverages.

Teetotal travellers are realising they no longer have to be content with water or fizzy drinks. 

Research conducted on behalf of Expedia Group brands found that 50 per cent of travellers say they’d be interested in staying at a hotel that offers easily accessible alcohol-free options like mocktails or nonalcoholic beer.

The global shift towards nonalcoholic drink options is not just a passing trend but is gaining momentum worldwide.

“We just returned from an all-inclusive vacation in the Dominican Republic, celebrating my mother’s 85th birthday,” says US food blogger Adriana Copaceanu of Recipe Idea Shop. “We reserved the hibachi restaurant and ordered virgin Mojitos, Mango Tangos, and Pina Coladas because we don’t drink alcohol. We were able to celebrate and feel special without alcoholic drinks.”

A recent IWSR Drinks Market Analysis study shows the global market values non and low-alcoholic beverages at over €10 billion.

Expedia’s research also reveals one out of every four travellers mentioned their main reason for decreasing alcohol use on vacation is to stay in control. They also aim to improve their emotional and physical well-being.

“Wellness is a much more considered, integrated experience at hotels now,” says Rhiannon Jones, future forecaster at Kantar. “When people go away now, they want to come back feeling healthy and rested.” Wellness tourism