Gen Z travellers such as Issy McDermott , Bella Robben and Emma Dower are choosing to travel sober or curtail their drinking while on holiday. Meanwhile, tour companies such as Contiki are focusing more on wellness and cultural activities.Gen Z travellers such as Issy McDermott , Bella Robben and Emma Dower are choosing to travel sober or curtail their drinking while on holiday. Meanwhile, tour companies such as Contiki are focusing more on wellness and cultural activities.
“They are worried about their futures and economic security, they are more disciplined and surveilled by parents and on social media, they are more health-conscious, they are anxious, and mental health problems are increasing for young people.”Drinking isn’t seen as “cool” as it once was, Pennay adds. This trend, she says, is playing out globally, “at least in high-income countries” – in line with the decrease in other risky activities including drug use, truancy and crime.
“The most common question I’m asked is ‘how is travel changing?’ and we have certainly seen a shift in how gen Z are travelling,” says Toni Ambler, the managing director of Contiki. “Gen Z travellers value experiences over big nights out.”Ambler references the hikes, safaris, food tours, cold plunges and cultural experiences included on Contiki tours. She says more than 80% of tours include a “make travel matter experience” focused on sustainability.
Other Aweventurer trip leaders include influencer and Tammy Fit founder Tammy Hembrow as well as artist and author Reyna Noriega, who market their trips to their legions of young, mostly female followers.Amid a cost-of-living crisis, young backpackers coming to Australia are also noticing a move away from drinking.