Contiki, the travel brand for 18-35-year-olds, has announced the launch of its first-ever tour designed for the ‘sober curious.’
The new itinerary, called Sober Curious: Great Britain & Ireland Tour, will focus on providing an alcohol-free travel experience.
The new programme responds to insights from Contiki’s recent Voice of a Generation survey, which revealed that 83% of 18-35-year-old travellers would consider booking a fully alcohol-free travel experience.
The trend aligns with broader research from World Finance, highlighting that Gen Z consumes 20% less alcohol on average compared to previous generations.
The reimagined 18-day itinerary swaps traditional pub and bar stops with enriching and memorable experiences.
Highlights include a magic and comedy show in Bristol, an evening walking tour of Dublin to discover local folklore, a farm-to-fork dining experience in Manchester, and vibrant performances at the Edinburgh Fringe Festival.
Mornings will be a fresh start, as travellers wake up bright-eyed and ready to explore the most stunning sights of Britain and Ireland.
Contiki CEO, Adam Armstrong said: “The data doesn’t lie. Young travellers are not only drinking less in general, but are also increasingly curious as to what a completely sober travel experience would look like.
“Of course our travellers can still enjoy an Aperol in Rome or some Beaujolais wine at the Contiki Château if they want to, but these sober curious trips are part of a suite of cultural experiences we offer which prioritise the buzz of travel over anything else.”
The 6 limited edition departures – open for booking in January and running from 20th August 2025 – tap into a global wellness trend and the rising interest in mindful, alcohol-free travel.
The 18-day long trip covers everywhere from Edinburgh to London, Galway to York. For a shorter getaway, individual legs of the trip are also available to book, including:
- England & Scotland (11 days)
- Scotland & Ireland (13 days)
- England in a Week (6 days)
- Scotland in a Week (6 days)
- Ireland in a Week (8 days)
Contiki’s 18-day Sober Curious: Great Britain and Ireland itinerary is priced from £3,249, including accommodation.
Trip departs 20 August 2025 and is available to book from 15 January 2025: https://www.contiki.com/en-gb/tours/sober-curious-great-britain-and-ireland?optionId=2383
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