While wine tours and boozy holidays continue to be popular, more South Africans are starting to cotton on to the global trend of ‘dry-tripping’ – travelling without alcohol.
Flight Centre reports that a shift towards mindful living and wellness has made many South Africans reconsider their drinking habits.
“Research shows that this movement is especially popular among Gen Z and Millennials, who are leading the charge towards a more balanced lifestyle,” the company says.
Alcohol-free travel was found to be a key travel trend identified by Expedia’s 2024 travel trends report, where 40% of global respondents said they were likely to book a detox trip in the next year. Half of these travellers said they would be interested in staying at a hotel that offered accessible alcohol-free options such as mocktails.
Flight Centre said the travel and tourism industry had taken note of sober travellers, with specialised tour companies catering for travellers who would rather avoid alcohol. Agents are having to research the best dry restaurants, destinations and experiences.
South Africa sobers up
The global wellness trend may be soaring but South Africans are still amongst the biggest drinkers in the world, with the fourth-highest alcohol consumption level in Africa and the 23rd highest in the world. Even so, the ‘sober curious’ trend is starting to manifest itself in South African travellers. (The sober curious movement is one where people drink less alcohol, having become more mindful of their alcohol consumption without necessarily committing to complete abstinence.)
“I think the trend of being sober is definitely a growing thing,” said Kerith Hulme, a
Travel Counsellor. “It’s the first time this year that I’ve actually had clients who have asked about it.”
Kwantu Private Game Reserve, an alcohol-free reserve, has observed an increase in travellers choosing to visit the property because it is an alcohol-free environment, according to Shakir Jeeva, CEO of Kwantu.
“While Kwantu is fully halal, Muslim-owned and managed, and attracting many Muslim travellers, we’ve also seen a noticeable rise in non-religious travellers who prefer a sober holiday experience.
“More travellers are seeking environments that support their health and well-being. Guests appreciate the serene and family-friendly atmosphere at Kwantu, where they can enjoy a luxury safari experience without the presence of alcohol.”
Emilene Rangayah, Director of Emilene’s Travel Services, has seen more people enquiring about dry holidays, such as a couple last year who requested an alcohol-free honeymoon.
Mocktails and meditation
When catering for travellers looking for a sober experience, Hulme said she contacted hotels and informed them about the clients’ desire to have an alcohol-free experience.
“There actually are quite a lot of hotels that are dry hotels as well, and obviously EgyptAir is a dry airline.” Hulme said it was not difficult to find countries or resorts and hotels that catered for this sort of traveller. “So Zanzibar, Mauritius, Maldives – the Maldives is actually completely dry, it is only on the private islands that they’ve got alcohol,” she said.
“Highlighting the all-inclusive option with mocktails and non-alcoholic drinks can indeed enhance the traveller experience and provide great value,” said Rangayah. “I suggest properties that have loads of activities, for example wildlife, nature and hikes and spas and wellness that caters for the sober traveller.
“Somewhere very specific that comes to mind, Mauritius. I experienced the Westin in Turtle Bay, which offered the experience of great health foods and loads of non-alcoholic concoctions.”
Jeeva said Kwantu makes sure to offer a multitude of wellness-focused activities beyond game drives, such as a meditation garden and sporting facilities.
Dry tripping seems to be here to stay.
“As younger generations embrace moderation and prioritise experiences over excess, it’s clear that dry tripping isn’t a passing fad – it’s a refreshing extension of the modern balanced lifestyle, and it’s here to stay,” concluded Flight Centre.