Sober October is growing into a month dedicated not just to alcohol abstinence, but to promoting a full lifestyle shift, where travelers are opting for alcohol-free experiences. Known as 'dry tripping', this trend is picking up among vacationers who choose to avoid alcohol while still enjoying indulgent trips.
Travel industry insiders, like Lauren Burnison, founder of the UK-based alcohol-free travel company We Love Lucid, highlight that more people are questioning the idea that alcohol is a necessity for fun. This change is evident in statistics: only 38% of young adults are regular drinkers, according to Gallup.
Burnison's travel company offers itineraries tailored for those seeking adventure without the influence of alcohol. She herself was inspired by her personal journey after becoming sober. As she notes, her adventures helped in her own recovery, leading her to share the experience with others. This personal recalibration has resonated with younger generations, particularly Gen Z, who are leading the trend with only 21% of them drinking regularly.
As ‘dry tripping’ becomes more popular, online platforms like Hotels.com predict this to be a significant trend for 2024 and beyond. Accommodations and restaurants are increasingly providing nonalcoholic options, like mocktails and alcohol-free beers, to cater to this growing market. According to a survey from Expedia Group, 50% of travelers would be interested in staying at hotels that offer creative alcohol-free options.
Alcohol-free beverages are gaining traction globally, and the market for non and low-alcoholic drinks is now valued at over €10 billion, according to IWSR Drinks Market Analysis. Germany, already known as a beer powerhouse, is leading the charge, producing alcohol-free beers and wines. Breweries like Alpirsbacher Klosterbraeu and distilleries like BOAR are tapping into the market with products like BOAR Zero, an alcohol-free spirit that’s gaining international attention.
Sober travel is increasingly seen as part of a broader wellness movement. Many travelers cite emotional and physical well-being as key reasons for choosing alcohol-free holidays, with some aiming to return from vacations feeling refreshed rather than drained. This wellness tourism sector is one of the fastest-growing areas of the travel industry.
Whether motivated by health, religious beliefs, or simply the desire to stay in control, more travelers are joining the sober tourism movement, proving that you don’t need alcohol to have an unforgettable vacation. Sober October could be the perfect time to explore this new way of traveling.
Source: Euronews
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