Cocktails in the sun, brewery tours, wine-tasting excursions and pub crawls are popular activities on travel to-do lists, but there’s so much to explore that doesn’t revolve around drinking. But what exactly is sober tourism and why is it gaining popularity? 

Breaking It Down: What Is Sober Tourism?

Sober tourism is a relatively new travel concept. It emphasizes alcohol-free and substance-free experiences, shifting the focus to more personal and memorable activities. The practice caters to diverse travelers, including those who actively choose a sober lifestyle or those simply looking to experience destinations without the influence of substances. 

Sober Tourism Is on the Rise

Sobriety is becoming increasingly popular, particularly among younger generations. Approximately 61% of Generation Z and 49% of Millennials are attempting to drink less alcohol. Here are some of the reasons driving this decision:

• Health and wellness: As awareness about the benefits of a healthy lifestyle increases, more people are switching to late-night drinking for early morning yoga sessions. Sober tourism is an experience that aligns with many people’s wellness goals. 
• Supportive communities: As sober communities and networks grow, it has become easier for individuals to connect with like-minded travelers and direct their attention to more unique activities.
• Alternative experiences: Sober tourism offers an alternative to the traditional nightlife and party scenes often associated with travel. It provides fulfilling and enriching experiences, allowing travelers to explore culture, nature and adventure without the hangover. 
• Mindfulness: The desire for a more mindful and conscious way of living has led many to embrace sobriety. 

Sober Tourism Activities

While wine tastings and pub crawls may be off the list, a sober vacation opens the door to plenty of other fulfilling activities. Here are some ideas for your itinerary:

• Hiking: Being outside in nature can significantly reduce stress and boost dopamine levels — improving your mood. Explore scenic trails and national parks to get in some movement and connect with nature.
• Camping: Spending nights under the stars offers a welcome break from daily life’s busyness. Immerse yourself in tranquil surroundings and take the time to truly unwind.
• Kayaking: Paddling through lakes or rivers is an invigorating but peaceful way to explore the great outdoors. It’s an excellent upper-body and core workout, too.
• Yoga retreat: Rejuvenate your mind and body with structured yoga and meditation classes with like-minded individuals. These retreats are usually set in peaceful locations, like the mountain or beach, perfect for personal growth and relaxation.
• Explore museums: Dive into local history, art and culture by visiting a few museums. 
• Snorkeling: If you’re a water baby, exploring marine life can be a magical experience. You’ll see colorful fish and coral reefs up close, making it a fascinating and educational activity. 
• Food tour: Savor local cuisines by going on a food tour. These tours typically include visits to markets, street food tours or renowned restaurants, giving you a taste of the regional flavors and culinary traditions.
• Photography tours: Capture the beauty of your destination through guided photography sessions. Whether you’re an amateur or more experienced, these tours help you hone your skills while capturing travel memories. 

Give Sober Tourism a Try

Sober tourism is a refreshing shift in the travel industry, catering to those seeking meaningful and mindful experiences. As the trend grows, it offers a fantastic alternative for travelers who prioritize health, wellness and a genuine connection with the world around them. Whether you’re in recovery, choosing sobriety for health reasons or are simply sober curious, sober tourism is something worth considering for your next trip.