Gen Z Leads Sober Tourism Trend

Younger travelers are prioritizing wellness and experiences over alcohol-fueled vacations

Apr. 5, 2026 at 8:11am

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A growing number of travelers, especially those in Gen Z, are opting for sober or low-alcohol vacations focused on wellness, culture, and meaningful experiences rather than partying. This shift is reshaping the tourism industry, with hotels and resorts adapting by offering more non-alcoholic options and experience-driven activities.

Why it matters

The rise of sober tourism reflects broader lifestyle changes among younger generations, who are drinking less and prioritizing self-improvement, mental health, and intentional living. This trend is disrupting traditional vacation models centered around alcohol and nightlife, pushing the hospitality industry to rethink its offerings to cater to the evolving preferences of Gen Z and other health-conscious travelers.

The details

More than half of Gen Z respondents in a recent survey said they've become more interested in alcohol-free travel in recent years, citing reasons like saving money, physical health, and mental wellness. This aligns with broader shifts in Gen Z's travel habits, which are becoming more experience-driven and focused on personal growth rather than indulgence. Hotels and resorts are taking note, with some launching dedicated non-alcoholic drink programs and wellness offerings to attract this growing segment of sober-curious travelers.

  • In 2023, a Hotels.com survey found that 40% of travelers said they were likely to book a 'detox trip' in the next year.
  • The Wynn Las Vegas launched its 'Drinking Well' program offering alcohol-free drinks in 2023.
  • Nuanu Creative City in Bali has observed a growing trend of international visitors opting for sober or low-alcohol vacations in recent years.

The players

Ashleigh Ewald

A 23-year-old from Georgia who prioritized staying sober on a recent Caribbean cruise with her boyfriend.

Melanie Fish

A travel expert and spokesperson at Expedia Group who has observed a steady increase in sober tourism, especially among younger travelers.

Lev Kroll

The CEO of Nuanu Creative City in Bali, who has seen a growing trend of international visitors opting for sober or low-alcohol vacations focused on wellness, culture, and intentional experiences.

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What they’re saying

“Skipping drinking on vacation isn't about missing out. Gen Z is constantly labeled as lazy by older generations, and there are a lot of us actively trying to push back against that by being disciplined and future-focused. For people like me, we're thinking about the kinds of careers not only for financial security but also for success and the families we want to build one day. Choosing sober travel is part of that mindset of self-improvement and the desire to live better. It is also about staying in control, not losing momentum, and making decisions that support the bigger picture of the life we're trying to create.”

— Ashleigh Ewald

“We believe moderation will define the future of alcohol consumption, as lifestyles become more health-focused and increasingly data-driven.”

— Lev Kroll, CEO, Nuanu Creative City

What’s next

As the sober tourism trend continues to grow, hotels and resorts will likely need to further adapt their offerings to cater to the evolving preferences of younger, health-conscious travelers. This could include expanding non-alcoholic beverage menus, developing more wellness-focused programming, and rethinking the overall guest experience to be less centered around alcohol consumption.

The takeaway

The rise of sober tourism among Gen Z travelers reflects a broader shift in values and priorities, with younger generations seeking more intentional, experience-driven vacations that support their overall health and well-being. This trend is disrupting traditional models of leisure travel and pushing the hospitality industry to innovate in order to meet the changing needs and expectations of this influential demographic.