Dry tripping: Why booze-free holidaying is the trend for 2024

Terms like 'sober curious' and 'mindful drinking' have become buzz words and the tourism industry is starting to take note of the trend, especially among young travellers.

The shift towards mindful living and seeking enjoyment beyond alcohol is not only taking place in South Africa – it’s a global travel trend, reports SAA's Sawubona Magazine.

"Specialised tour companies cater to travellers who prefer to explore the world without the influence of alcohol, and travel agents are brushing up on the best 'dry' restaurants, destinations, and experiences around the globe."

Sawubona Magazine

Is this just another passing fad or will a growing market driven by Gen Z and Millennials prioritising balanced experiences over excess actually become a new way of life?

Lester Kiewit chats to Lynette Machiri, customer experience leader at Flight Centre Travel Group South Africa.

Travel agents have seen the trend pick up especially after the COVID pandemic, Machiri says.

She notes that while part of the appeal is budget-centered, there are certainly just those Gen Zs and even some Millennials that aren't as alcohol-focused as their predecessors.

"They generally seek a more physically and emotionally thrilling experience when they do travel."

"I think sober tourism offers that opportunity for more immersive and transformative travel."

Lynette Machiri, Customer Experience Leader - Flight Centre Travel Group SA