A few years ago, a hotel manager in Koh Samui, Thailand, told me about an unusual reservation he received in the middle of the night.
A traveller flew his entire family by private jet from Brunei to the Thai island after being told upon landing in Brunei that it was a “dry country” – meaning the sale of alcohol was banned.
He's a man who makes it a priority to have a drink or two on vacation.
He's not the only one, of course. Many people consume alcohol to relax and relieve stress, which is also one of the main reasons people travel. Plus, it's everywhere in many resorts, from the pool bar at brunch to the champagne bar that serves unlimited bubbles for breakfast.
But drinking on vacation isn't just about sipping frozen cocktails on the beach; it can help people cope problems that arise during the tripto calm fears of flying and to relieve social anxiety, according to Texas-based New Dimensions Day Treatment Centers.
Airports can also be a trigger, with people celebrating the start of the holidays – or lamenting their end – mixing with those killing time in bars and lounges that serve drinks at all hours of the day.
Can you travel without having a drink?
Although many people are not interested in the idea of trying, a growing number of people are exploring a “sober curious” lifestyle. for reasons related to physical healthmental well-being and productivity at work and in private life.
A former heavy drinker based in Asia, who asked to remain anonymous to protect his identity at work, told CNBC that Travel likens a sober lifestyle to a “super power,” citing business trips where colleagues struggled to get out of bed, long after they had worked out and emailed clients.
A mix of non-alcoholic spirits at the Virgin Mary, Dublin's first alcohol-free bar.
Arthur Widak | Nurphoto | Getty Images
The “sober curious” trend has also led to a proliferation of spirits, beers and mocktails appearing on bar and restaurant menus around the world. Some bars have even switched to completely alcohol free.
Social media conversations about topics like “alcohol-free travel,” “sober travel,” and “alcohol-free vacations” are also on the rise, increasing 205% across X (formerly Twitter), YouTube, Reddit and Tumblr in the past six months, compared to the previous six-month period, according to social media listening firm Sprout Social.
The number of unique authors posting about the sober travel trend increased by 186% thanks to engagements, which are the number of times posts generate public interaction through likes, comments or shares. — nearly doubled during that period, according to the company.
How is sober travel discussed on TikTok?
- #alcoholfree – 200.6k posts
- #sobercurious – 88.1k posts
- #sobertravels – 158 messages
The data also shows that conversations peaked in June 2024, at the start of the summer travel season, primarily from social media users in the United States, United Kingdom, Canada, South Africa and Australia.
Sobriety journeys also have their share of detractors. Last year, social media reactions showed that 32% of interactions were positive, 38% were neutral, and 30% were negative.
Where to take a sober trip
For those looking to cut down on their alcohol consumption — or cut it out altogether — while on vacation, some destinations may make that effort easier than others, according to a new ranking from insurance agency InsureMyTrip.
The ranking is not, however, a list of countries where the sale of alcohol is banned, such as Brunei, Saudi Arabia and Iran.
Instead, the U.S.-based company evaluated countries on nine criteria, ranging from the price of local beer to average alcohol consumption among locals. The study also looked at other activities travelers can use to build their itinerary, especially those related to relaxation, such as national parks and quality wellness centers.
Destinations were rated on a 10-point scale, with the company naming the “The best destinations for sober travel” as:
- Nepal: 7.02
- Morocco: 7.00
- Costa Rica: 6.73
- Türkiye: 6:57
- Greece: 6.41
- Indonesia: 6.31
- Jordan: 6.00
- Italy: 5.93
- Singapore: 5.92
- India: 5.67
Six of the 10 countries are in Asia, with Nepal taking the top spot because trekking is plentiful and wellness retreats are cheap, with an average of $584 per retreat, the cheapest in the study, according to InsureMyTrip.
Morocco ranks second, driven by the low alcohol consumption of its Sunni Muslim population. “The country also scores highly for its national parks (4.42/5), which are home to numerous nature reserves and beautiful hikes,” the report said.
Costa Rica comes in third, the only North American country to make the top 10. Its focus on outdoor tourism, from its beaches and rainforests to its ecological wellness, attracts people looking for vacations that improve their physical and mental health.
Costa Rica ranks high on the list of “sober travel” destinations, thanks in part to its outdoor activities and national parks.
Jordan Siemens | Digitalvision | Getty Images
Greece, ranked No. 5, tops the list for “best things to do” and “best place to relax.” Travelers can keep busy visiting its 19 UNESCO World Heritage sites, including the famous Acropolis, while relaxing at its highly rated yet affordable spas, according to the ranking.
Residents of Greece drink an average of more than seven litres of alcohol per year, which is significantly more than those in Jordan – number 7 on the list – who drink less than the equivalent of a bottle of beer per year, the data shows.
The other countries make the list for different reasons: in some, alcohol is rare due to religious or social beliefs (Indonesia, parts of India), in others it is widely available but expensive (Singapore) or drowned among so many other fantastic things to do while traveling (Italy – apart from its wine regions).
“Get up early and feel good”
For those who want to abstain, careful planning and a proactive mindset are essential, according to the New Dimensions Day Treatment Centers website.
He advises travelers has:
- Plan a mix of physical and relaxing activities to relieve stress.
- Tell everyone in your group that you plan to not drink, to promote accountability.
- Keep a travel journal to stay present and mindful.
American Jessica Watson says that after quitting drinking four years ago, her opinion of some travel destinations has changed, including a popular tourist town in central Texas.
“I went to Fredericksburg early on, when I stopped drinking, and I realized that all people did there was walk around with wine and shop, so it wasn’t an interesting place for me anymore,” she said. “Once you take alcohol out of the equation, you realize how much people revolve around alcohol.”
Watson said she went skiing in Colorado after quitting and found she was having more fun.
“By removing alcohol from the holiday, you focus more on the destination itself, you are much more active during the trip, you get up early and you feel good.”
