Gen Z shifts travel landscape with rise in 'sober tourism' trends

A significant shift in travel habits is currently disrupting the global tourism industry, as Gen Z leads a move away from alcohol-fuelled holidays in favour of "sober tourism."

According to recent data from Expedia Group and UserTesting, younger travellers are increasingly opting for "dry tripping"—a trend defined by alcohol-free itineraries that prioritise physical health, mental wellness, and financial savings.

Industry experts note that over half of Gen Z respondents have grown more interested in sober travel in recent years.

Ashleigh Ewald, a 23-year-old traveller, explained that the shift is about more than just avoiding hangovers; it is a "future-focused" choice rooted in self-improvement and discipline.

For many in this demographic, vacations are now about "being present" and seeking "memorable experiences" that add value, such as cultural exploration or wellness retreats, rather than losing momentum through drinking.

The hospitality sector, from the casinos of Las Vegas to the spiritual hubs of Bali, is rapidly adapting to this new "human touch" in travel.

The Wynn Las Vegas has launched a "Drinking Well" programme, featuring sophisticated mocktails infused with wellness ingredients like reishi mushrooms.

Meanwhile, in Bali, operators at Nuanu Creative City observe that sober guests often gravitate toward nature-based and educational activities.

While guests who drink typically spend more on high-margin items like bottle service, industry leaders believe sober travellers offer greater long-term value through repeat visits.

As wearable technology allows tourists to track how alcohol affects their sleep and recovery in real-time, the future of the industry appears to be defined by moderation and intentional, data-driven lifestyle choices.