Contiki Says Cheers to Sober-Curious Itineraries

Alcohol-soaked trips are holding less and less appeal to many travellers, especially those in Gen Z. Contiki, which has built a name for itself as a social travel company for those aged 18-35, is responding to the “sober-curious” movement with a series of itineraries in Britain and Ireland this summer that emphasize booze-free fun. 

Contiki’s 2024 Voice of a Generation Survey revealed 83% of respondents aged 18-35 said they’d be interested in a completely sober travel experience. “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,” says Contiki CEO, Adam Armstrong. “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 that prioritize the buzz of travel over anything else.”

Highlights of these itineraries include: 

• British Baking Experience in Birmingham (England): Master classic British treats in a cozy, hands-on baking class led by local experts in Birmingham.

• Magic & Comedy Show in Bristol (England): Enjoy an equal mix of gasps and laughs at this magic & comedy show in buzzy Bristol.

• Farm-to-Fork Dinner in Manchester (England): Savour a sustainably sourced “farm-to-fork” feast in Manchester, showcasing Britain’s freshest seasonal produce.

• Evening Walking Tour in Dublin: Take a guided twilight stroll through Dublin, discovering historic streets, folklore, and lively pubs.

• Glenshane County Farm MAKE TRAVEL MATTER Experience (Northern Ireland): Experience sustainable farming firsthand in Northern Ireland (and meet plenty of cute lambs & collies along the way).

• Yoga Experience & Lunch in a Barn in County Wexford (Ireland): Reconnect with mind and body during a soothing yoga session in a rustic barn, followed by a wholesome local lunch.

• Hike to Arthur’s Seat in Edinburgh (Scotland): Trek to the summit of Arthur’s Seat for breathtaking panoramic views of Edinburgh and its surrounding landscape.

• Haggis Experience, Glasgow (Scotland): Learn about the tradition behind Scotland’s national dish and why it's so important to its heritage and culture (with options for the veggies & vegans, too).

• Catch a Show at the Edinburgh Fringe Festival (Scotland): Immerse in the creative buzz of the world’s largest arts festival, where every corner of Edinburgh hosts eclectic performances.

The following sober-curious itineraries are available to book now. 

• Great Britain & Ireland (18 days)

• 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)

 

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