Youth travel brand Contiki has created its first tour for the ‘sober curious’ as demand for alcohol-free experiences increases.
Sober Curious: Great Britain & Ireland Tour was developed after Contiki’s recent Voice of a Generation survey, which revealed that 83% of travellers aged 18 to 35 would consider booking a fully alcohol-free travel experience.
The operator, part of The Travel Corporation, said the new tour will bring the same “Contiki fun without the booze”.
The 18-day itinerary swaps traditional pub and bar stops with experiences such as include a magic and comedy show in Bristol, an evening walking tour of Dublin, a farm-to-fork dining experience in Manchester, and performances at the Edinburgh Fringe Festival.
Adam Armstrong, Contiki chief executive, said: “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.
“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 trip departs on August 20 and shorter, individual legs of the itinerary are also available to book. It costs from £3,249, including accommodation.
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