by Issy McDermott used to go on drinking holidays: she did schools, made her way through Central America, Europe and Asia, and “worked in a party hostel in Indonesia where I drank every day for a whole month “. But in the last year, she has experienced a change.
The 23-year-old Sydneysider, who leads group tours with Plotpackers, a UK-based company that markets more affordable tours to young social media creators, got tired of the party life and wanted to travel “to experience get the culture and the adventure. don’t drink” when she goes on holiday. She went to India in February and did not drink at all, even when she went out with large groups of fellow travelers.
McDermott is one of many Gen Zs – those born between 1997 and 2012 – who are choosing to drink less, including when traveling.
Dr Amy Pennay, deputy director of the Center for Alcohol Policy Research at La Trobe University, has been studying “fundamental changes” in young people’s drinking patterns for the past 10 years. She believes that the decline in gen Z drinking is due to “the fact that they are more cautious and risk-averse”.
“They’re worried about their future and economic security, they’re more controlled and monitored by parents and social media, they’re more health conscious, they’re anxious, and mental health issues are on the rise for young people.”
Gen Z travelers value experiences over big nights out.
Toni Ambler, Contiki
Drinking is not seen as “cool” as it once was, says Pennay. This trend, she says, is playing out around the world, “at least in high-income countries” – in line with the decline in other dangerous activities including drug use, truancy and crime.
Student Universe, a discount flight and travel firm, has noticed a “significant rise in young people wanting to avoid alcohol on holiday”, says brand manager Will Jones. The company conducted a study of 1,000 gen Z Australians which revealed that 84% would take a holiday without drinking. The strongest barriers were safety (62%), money (57%) and a desire not to feel ill and interfere with the next day’s activities (56%).
A sober experience
As gen Z’s travel priorities change, travel companies targeting that demographic have had to shift as well. Contiki increased its focus on wellness and sustainability experiences after its research revealed that the majority of gen Zs (77%) would consider a trip without alcohol.
“The most common question I get asked is ‘how is travel changing?’ and we’ve definitely seen a change in how gen Z is travelling,” says Toni Ambler, managing director of Contiki. “Gen Z travelers value experiences over big nights out.”
Ambler points to the hikes, safaris, food tours, cold crashes and cultural experiences included on Contiki tours. She says more than 80% of trips include a “travel-related experience” focused on sustainability. For example, on Contiki tours through India, travelers visit the Dhonk center, a social enterprise that makes and sells local crafts, and in Canada, Cree knowledge keepers teach about plant medicine in Jasper National Park.
Contiki recently added a South Korean tour that included a K-pop dance class. A trip to the Philippines announced this year was introduced “to appeal to young travelers who want to visit more remote places in a safe but authentic way”, says Ambler.
The group tour is also being reimagined by boutique shoppers. Australian author Bri Lee takes small groups on tours through Morocco, Egypt and Turkey through Aweventurer, a company that aims to “create experiences as if it’s your first and last trip”. On these trips, attendees bond between reading and writing, instead of binge drinking.
Emma Dower, a 28-year-old teacher from Donaghbroc in Victoria, went on the Turkey trip led by Lee because she wanted to travel with “like-minded people”.
“We visited ancient ruins and hiked over the mountains of Cappadocia, but the real highlight was the meaningful and intellectual discussions with my colleagues,” says Dower.
Other Aweventurer tour leaders include influencer and Tammy Fit founder Tammy Hembrow as well as artist and author Reyna Noriega, who market their tours to their legions of young, mostly female followers.
‘I had the turmoil of my life’
Amidst the cost of living crisis, high-profile people are also coming to Australia and noticing that they are moving away from drinking. Lauren Frater, 20, who is in Sydney on a working holiday visa from the UK, says she was back home working 60 to 70 hours a week across two minimum wage jobs and “drank too much after and between work “. She says “at first, yes, I was attracted to Australia for the backpacker party scene”, but she soon realized it would be hard to keep up.
“I got the shock of my life when I found out how expensive it is to drink out here,” says Frater. “After a week full of partying in Sydney and knowing how much money I had spent, I was very disappointed as I had taken almost a week’s travel out of my itinerary based on how much I spent drinking and partying .
“I realized that if I wanted to do this trip, I would have to make some changes in my lifestyle.”
In Australia, the price of alcohol is expensive compared to other places … which stops me from drinking.
Bella Robben, American backpacker
The backpackers drinking scene isn’t extinguished, however. Bella Robben, a 20-year-old American living in Melbourne, who has spent the last two years backpacking around the world, says: “I know how big the drinking culture is within. [backpacking].”
She likes meeting new people when she travels, and drinking can help with that, but she says it “definitely takes its toll emotionally, mentally, financially and physically”.
“What I drink also depends on the culture and attitude of the location. For example, when I traveled to Barcelona, it was essential to experience the night life but when I visited Morocco, although we tried a few local beers, the drinking was not fully integrated in their culture.”
“The cost of alcohol is also a big factor in whether I decide to drink or not, especially since I’m traveling on a budget. Here in Australia, the price of alcohol is expensive compared to other places I’ve been, which stops me from drinking.”
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Afterwards, Robben plans to drive from Melbourne up the east coast of Australia “to hit every beach possible” before heading back through South East Asia.
Meanwhile, McDermott will head to Oman and Spain next month, with different priorities than when she was “planning my travels around party places”.
“In Oman, I hope to experience the culture and go on a road trip around the country,” she says. “[Then] I am going to Majorca for a week. I just want to relax and explore the beautiful beaches and Spanish villages.”
