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


Alcohol-free tours and hotel mocktail menus prove that you don’t have to drink to have fun.


Millions of drinkers around the world plan to give up alcohol as part of “Dry January”.

But the trend is starting to extend beyond the new year. According to analytics firm Gallup, only about 38 percent of young adults drink regularly.

The tourism industry is starting to take notice.

“It’s no longer commonly accepted that you need to drink alcohol to have fun,” says Lauren Burnison, owner of the British 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 soft drinks and non-alcoholic events and activities.”

Burnison launched his travel company in 2018 with a focus on providing alcohol-free itineraries. “Adventurous journey it was such a life change and integral part of my recalibration after getting sober that I felt compelled to share it with others.

While baby boomers have increased their drinking habits slightly, only 42 percent, according to Gallup millennials expect to drink. For Generation Z the total is even lower, with only 21% drinking regularly.

What is “dry surgery”?

Expedia, one of the world’s leading online travel agencies, predicts that ‘dry interventionwill emerge as a significant trend among vacationers in 2024.

This will see travelers avoid activities to focus on alcoholsuch as pub crawls and finding accommodation and restaurants that offer creative non-alcoholic drinks.

Teetotal travelers are realizing that they no longer have to settle for water or carbonated drinks.

Research conducted on behalf of Expedia Brands found that 50% of travelers say they would be interested in staying at a hotel that offers easily accessible non-alcoholic options such as mocktails or soft drinks. beer.

The global shift towards soft drinks is not just a passing trend, but is gaining momentum around the world.

“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 booked the hibachi restaurant and ordered virgin Mojitos, Mango Tango and Pina Colada because we don’t drink alcohol. We were able to celebrate and feel special without alcohol.”

A recent study by the IWSR Drinks Market Analysis shows that the value of the global non-alcoholic and low-alcohol drinks market exceeds €10 billion.

Why are more and more people opting for sober travel?

Expedia research also reveals that one in four travelers cited the main reason for the reduction use of alcohol on holiday is about staying in control. They also aim to improve their emotional and physical well-being.

“Wellbeing is now a much more thoughtful and integrated experience in hotels,” says Rhiannon Jones, Kantar’s future meteorologist. “When people leave now, they want to come back feeling healthy and refreshed.” Wellness tourism is the fastest growing sector of the wellness industry.

“Now I only order non-alcoholic cocktails because I drank too much. I never feel good after having a drink, so I enjoy it mocktails when I go out with friends,” says clean eating guru Tiffany McCauley of The Gracious Pantry. “It still gives me that community feeling of drinking with friends without feeling bad afterward.”

Other travelers cite religious beliefs for not drinking. “I always order a non-alcoholic drink every time I go to a restaurant because I don’t drink alcohol for religious reasons,” says Devy Dar, frequent traveler and owner of So Yummy Recipes. “Eight times out of 10, the mocktails I order are so good that I often end up ordering more than one glass.”


Germany is the leading producer of soft drinks

Germany could be the leading beer producer in Europe, but now it is beer acquire a new group of customers with its commitment to creating the best non-alcoholic and low-alcohol beer, wine and liquors on the market. The country is also the leading producer of soft drinks in the world.

Rouven Richter, co-owner of BOAR Distillery, says he and his two business partners decided to create a soft drink so their future wives would have something to drink while others consumed alcohol. The result is BOAR Zero, a 100% distilled non-alcoholic alternative and free of artificial preservatives and additives.

German vineyards they are producing non-alcoholic wines, and breweries like Alpirsbacher Klosterbraeu are exporting non-alcoholic beer to more than a dozen countries around the world. Although the percentage of sales is low compared to alcoholic products, there is no denying the growing global appetite for these sober alternatives.

As the market continues to grow, new product lines will emerge and the trend of sober tourism will flourish, with Generation Z leading the way towards a healthier, alcohol-free lifestyle.

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