Sober-Curious and Run Clubs: New Tours for Gen Z’s Wellness Trends
Contiki, the ‘social travel’ company for 18-35s, is tapping – or not! – into two top trends for the Gen Z lifestyle, launching the first series of ‘sober-curious’ tours of Britain and Ireland, plus, in a travel company first, European Run Club trips.
BOOKINGS ARE NOW OPEN FOR SUMMER, 2025 DEPARTURES
ON THESE TWO TREND-SETTING TOUR STYLES FOR YOUNG PEOPLE.
LET US HELP YOU BOOK INDEPENDENT TRIPS OF A LIFETIME
FOR THE GEN Z’S IN YOUR LIFE!
Touring Britain and Ireland for the Sober-Curious
According to Contiki, Gen Z’s alcohol consumption is 20% lower on average compared to previous generations. And 83% of respondents in a survey aged 18-35 said they’d be interested in a completely sober travel experience.
So the company has created 6 departures of sober-curious trips beginning in August 2025 across Britain and Ireland - from the grand gothic drama of Edinburgh to the jaw-dropping coastlines of Galway - for 18-35-year-olds.
Contiki trips are built on communal fun and social spontaneity and this new trip proves that travellers don’t need booze to bring the buzz. Travelers will enjoy events at Edinburgh Fringe with genuine late-night connections; immersive cultural experiences and illuminating conversations.
Of course, tour participants can still enjoy a pint of Guinness in Ireland, but the experiences “prioritize the buzz of travel over anything else,” says the company.
The sober-curious departures are a twist on Contiki’s bestselling Great Britain & Ireland trips:
- Great Britain & Ireland (18 days)
- England & Scotland (11 days)
- Scotland & Ireland (13 days)
- England in a Week (6 days)
- Scotland in a Week (6 days)
- Ireland in a Week (8 days)
Highlights of these itineraries include:
- British Baking Experience in Birmingham (England)
- Magic & Comedy Show in Bristol (England)
- Farm-to-Fork Dinner in Manchester (England)
- Evening Walking Tour in Dublin
- Glenshane County Farm MAKE TRAVEL MATTER Experience (Northern Ireland): Experience sustainable farming firsthand in Northern Ireland (and meet plenty of cute lambs & collies along the way).
- Yoga Experience & Lunch in a Barn in County Wexford (Ireland)
- Hike to Arthur’s Seat in Edinburgh (Scotland)
- Haggis Experience, Glasgow (Scotland): Learn about the tradition behind Scotland’s national dish and why it's so important to its heritage and culture (with options for the veggies & vegans, too).
- Catch a Show at the Edinburgh Fringe Festival (Scotland)
2 European Run Club Trips: Summer and Fall, 2025
Designed for fitness enthusiasts and social adventurers, the two new itineraries allow young travelers to explore Europe’s most iconic destinations while connecting with like-minded runners.
This innovative tour style reflects the booming trend of fitness as a social connector. Gen Z, in particular, is driving this trend, with nearly 1 in 5 having gone on a date with someone they met through exercise, and they are four times more likely to seek social connections through fitness than in traditional settings like bars.
From a scenic jog around the crystal-clear waters of Lake Lucerne to local parks in Amsterdam and Florence and the picturesque vineyards of the Beaujolais wine region, each route offers a unique blend of fitness, exploration, and cultural immersion.
For 2025, Contiki’s Run Club features two flagship itineraries. These trips offer a variety of runs through Europe’s most stunning running routes and combine cultural hotspots, expert guides, and lifelong friendships – taking in iconic sites such as the Eiffel Tower or Colosseum along the way.
European Highlights: The best of Europe in two weeks with a mix of morning runs, including vineyard trails in the Beaujolais Wine Region, coastal paths along the French Riviera and park jogs in Amsterdam’s verdant landscapes.
Travelers will enjoy recovery activities like wine tasting at a private château, exploring Monaco’s glamour and indulging in Tuscan cuisine. Unique highlights include cycling through the quaint Dutch town of Edam and visiting the iconic Leaning Tower of Pisa.
The trip runs from August 25 to September 7, 2025.
European Whirl Plus: On a 19-day comprehensive journey through Europe, travelers will enjoy daily runs mixed with cultural exploration, including scenic jogs through Berlin’s Tiergarten, Prague’s Vltava riverside and the alpine trails of the Austrian Tyrol.
Travelers will discover historical landmarks like the Berlin Wall, the Dresden Opera House and ancient Roman ruins while indulging in activities such as a gondola ride in Venice and wine tasting in Lucerne.
The trip runs from September 7 to September 25, 2025.
***Terms & Conditions apply; ask us for full itinerary, dates and pricing details.
***Images courtesy of Contiki/ The Travel Corporation.