Mocktail menus offered by hotels and tours sans alcohol prove that having fun doesn’t always need drinking. With millions of people supporting campaigns like “Dry January” across the globe, the habit of giving up alcohol is becoming more widespread than only the beginning of the year. Remarkably, Gallup reports that only about 38% of young adults regularly consume alcohol. This change is being seen by the travel and tourism sector. Owner of the UK-based alcohol-free travel agency We Love Lucid, Lauren Burnison, challenges the idea that drinking is a requirement for having fun and observes an increase in demand for alcohol-free beverages and activities. In 2018, Burnison founded her business with the goal of offering travel experiences free of alcohol.

Although the drinking habits of baby boomers are gradually growing, according to Gallup, only 42% of millennials and 21% of Gen Zers say they routinely drink. It’s expected that “dry tripping” will become a big thing in 2024 as more tourists choose non-alcoholic activities. According to Hotels.com, there will be a move away from drinking-focused events like pub crawls and more people will be interested in lodging and dining establishments that serve inventive nonalcoholic drinks. Half of travelers are interested in hotels that provide conveniently accessible alcohol-free options, such mocktails or nonalcoholic beer, according to research by Expedia Group brands.

There is a growing global trend toward nonalcoholic beverage options. According to a study by Expedia, one in four vacationers cut back on alcohol to stay in control and improve their mental and physical health. Travelers seeking integrated, healthful experiences are driving a boom in wellness tourism. There are other reasons to travel sober, like as religious convictions, health issues, and personal preferences. Germany, a pioneer in the production of nonalcoholic drinks, is influencing the trend with its dedication to producing premium low- and non-alcoholic wine, spirits, and beer.

New product lines are anticipated to appear as the desire for sober alternatives grows, which will support the sober tourism trend’s expansion. Gen Z seems to be driving this movement and paving the road for a more health-conscious, alcohol-free lifestyle.