Aiming to meet the evolving preferences of younger travelers, Contiki, the social travel brand known for its vibrant group experiences for 18- to 35-year-olds, has launched its first series of sober-curious itineraries. With six new trips spanning Britain and Ireland, these tours are designed to cater to the rising demand for alcohol-free travel while maintaining the brand’s signature sense of connection and adventure.
The decision to introduce these itineraries follows findings from Contiki’s 2024 Voice of a Generation Survey, which revealed that 83 percent of respondents aged 18-35 expressed interest in completely sober travel experiences.
The company’s CEO, Adam Armstrong, noted this shift in preferences, saying, “The data doesn’t lie. Young travelers are not only drinking less in general but are also increasingly curious as to what a completely sober travel experience would look like.” He noted that, while these itineraries are geared towards sobriety, they’re in no way prohibitive. “Of course, our travelers 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 that prioritize the buzz of travel over anything else,” he said.
Slated for departure in August 2025, these itineraries offer travelers the chance to explore the best of Britain and Ireland with a clear head, focusing on immersive cultural activities, authentic connections and breathtaking landscapes. From the majestic coastline of Galway to the gothic allure of Edinburgh, each trip highlights the transformative power of travel without the distraction of inebriation.
Fresh Takes on Popular Itineraries
The sober-curious departures are revamped versions of Contiki’s best-selling Great Britain & Ireland tours, offering a variety of trip lengths to suit different schedules and interests:
Each itinerary includes unique experiences tailored to create meaningful moments. Highlights include a British baking class in Birmingham, a yoga session and barn lunch in County Wexford, and a twilight walking tour of Dublin’s historic streets and folklore. Guests can also enjoy a sustainably sourced farm-to-fork dinner in Manchester, hike to Edinburgh’s iconic Arthur’s Seat and immerse themselves in the buzz of the Edinburgh Fringe Festival.
Some of the incredible experiences spotlighted in these itineraries include:
- British Baking Experience in Birmingham (England): Perfect the art of creating iconic British bakes in a welcoming, hands-on class led by Birmingham’s local culinary masters.
- Magic & Comedy Show in Bristol (England): Delight in a captivating mix of laughs and illusions at a lively magic and comedy show in the vibrant city of Bristol.
- Farm-to-Fork Feast in Manchester (England): Indulge in a delicious, sustainably sourced meal in Manchester, featuring the finest seasonal ingredients from local farms.
- Twilight Walking Tour in Dublin (Ireland): Wander through Dublin’s historic streets as night falls, soaking in local folklore, historic avenues and the city’s lively pub culture.
- Glenshane County Farm ‘Make Travel Matter’ Experience (Northern Ireland): Get a feel for sustainable farming in Northern Ireland, complete with adorable lambs and energetic sheepdogs.
- Yoga & Barn Lunch in County Wexford (Ireland): Find inner peace with a rejuvenating yoga session in a rustic barn, followed by a wholesome, locally inspired lunch.
- Hike to Arthur’s Seat in Edinburgh (Scotland): Ascend the iconic Arthur’s Seat for awe-inspiring views of Edinburgh and the surrounding countryside.
- Haggis Heritage Experience in Glasgow (Scotland): Discover the history and cultural significance of Scotland’s national dish, with vegetarian and vegan options also available.
- Edinburgh Fringe Festival Performances (Scotland): Dive into the inspiring atmosphere of the world’s largest arts festival, where every corner of Edinburgh bursts with creativity and unique performances.
World Finance reports that Gen Z's alcohol consumption is, on average, 20 percent lower than that of previous generations. The concept of sobriety has become increasingly popular in recent years, with Google searches for terms like “sober travel”, “sober curious” and “sober events” experiencing a notable rise in recent years.
Reservations for Contiki’s sober-curious trips are now open, with departures beginning in August 2025.
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