Contiki has announced its first trips curated for the sober curious—including six departures across Britain and Ireland open for booking now for travel in August 2025.
According to Contiki’s 2024 Voice of a Generation Survey, 83 percent of respondents aged 18-35 said they’d be interested in a completely sober travel experience. Contiki built its name on communal fun and social spontaneity and this new trip proves that travelers don’t need booze to have a good time. Travelers will enjoy events at Edinburgh Fringe with genuine late-night connections; immersive cultural experiences and illuminating conversations. Travelers will explore Britain and Ireland, from Edinburgh to Galway.
“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,” says Contiki CEO, Adam Armstrong. “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.”
The departures are a twist on Contiki’s bestselling Great Britain & Ireland trips covering everything from Edinburgh to London, Galway to York:
- 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)
Highlights of these itineraries include:
- British Baking Experience in Birmingham (England): Travelers will master classic British treats in a hands-on baking class led by local experts in Birmingham.
- Magic & Comedy Show in Bristol (England): Guests will enjoy an equal mix of gasps and laughs at this magic & comedy show in Bristol.
- Farm-to-Fork Dinner in Manchester (England): A sustainably sourced “farm-to-fork” feast in Manchester will showcase Britain’s freshest seasonal produce.
- Evening Walking Tour in Dublin: A guided twilight stroll through Dublin, will allow travelers to discover historic streets, folklore, and lively pubs.
- Glenshane County Farm Make Travel Matter Experience (Northern Ireland): Travelers will experience sustainable farming firsthand in Northern Ireland (and meet plenty of lambs & collies along the way).
- Yoga Experience & Lunch in a Barn in County Wexford (Ireland): A soothing yoga session in a rustic barn, followed by a wholesome local lunch.
- Hike to Arthur’s Seat in Edinburgh (Scotland): Guests will trek to the summit of Arthur’s Seat for panoramic views of Edinburgh and its surrounding landscape.
- Haggis Experience, Glasgow (Scotland): Travelers will 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): The world’s largest arts festival is expected to host eclectic performances in every corner of Edinburgh.
According to World Finance, Gen Z’s alcohol consumption is 20 percent lower on average compared to previous generations. Sobriety as a way of life has gained traction in recent years too, with Google searches for ‘sober travel’, ‘sober curious’, ‘sober events’, and more all on the rise.
Check out the new trips at contiki.com.
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