As global alcohol consumption declines and the focus on wellness increases, “dry” or alcohol-free tourism is emerging as a leading trend.
A report by SA Tourism indicates that it is emerging as a significant trend within the global travel and hospitality industry. According to the report, the trend is driven by GenZs and millennials as well as religious, spiritual and health-conscious travellers.
A new poll tracking US alcohol consumption, released by Gallup this month, shows that alcohol consumption among American adults has fallen to 54% – the lowest ever recorded since tracking began in 1939. This is largely due to increasing evidence of alcohol’s adverse health effects. Even alcohol consumers are drinking less.
SA following the trend
Anton Gillis, CEO of Kruger Gate Hotel, said a similar shift in attitudes is happening in South Africa. “A few years ago, evenings in the Kruger often ended with guests sharing a bottle of wine under the stars. Today, many arrive seeking a break from technology yet still wear devices that track every heartbeat, breath and hour of sleep. Guests have become obsessed with longevity and data. The ritual has shifted from indulgence to optimisation, reflecting less on the park and more on the times we live in.”
The SA Tourism report says “hotels, bars, airlines and lounges are offering elevated non-alcoholic beverages to meet sober curious demand” and that premium alcohol-free offerings “reflect the move toward intentional, inclusive luxury”.
Carolyn Martin, Co-Founder of Creation Wines, said her estate’s focus on healthy menus catering to all dietary requirements and offering non-alcoholic options is about creating “an inclusive culture where no one feels left out at our table”.
She said there is a range of reasons people choose not to drink: from being the designated driver to pregnancy and religion. Offering a range of kombuchas and mocktails, in the same glassware as wines, allows “people who might not choose to come to a wine estate” to enjoy social experiences with their friends.
“Zebra” drinking, alternating wine with soft drinks, is also trending and sober guests might still buy wines as gifts, Martin added. “Just because they don’t drink, it doesn’t mean they won’t be a considerable buyer.”
According to Joep Schoof, Chief Operating Officer at Valor Hospitality Partners Africa, alcohol-free tourism aligns to the growth in wellness tourism. “In many parts of the continent, alcohol-free tourism is not a trend per se but simply the norm,” he said.
“We know that alcohol-free tourism isn’t a case of removing alcohol from the beverage menu but rather about understanding views on alcohol and accommodating nuances in this regard.
“We’ve always made provision for this preference by ensuring guests have the option of a range of non-alcoholic beverages that are equal or even superior to alcoholic options in terms of variety – be it fresh juice, expertly brewed coffees or artisan mocktails.”
