Issy McDermott often went on holiday to drink: she taught school, partied around 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 past year she has experienced a change.
The 23-year-old Sydneysider, who also leads group tours with Plotpackers, a British-based company that markets cheaper trips to young social media creators, got tired of the party life and wanted to travel “to experience the culture and adventure , instead of drinking” when she goes on holiday. She went to India in February and did not drink at all, even when traveling with large groups of fellow travelers.
McDermott is one of many Gen Zers – born between 1997 and 2012 – who are choosing to drink less, even when they travel.
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 a decade. She believes Generation Z’s decline in alcohol consumption is because “they are more cautious and risk-averse.”
“They worry about their future and economic security, they are more disciplined and monitored by parents and on social media, they are more health conscious, they are anxious, and mental health problems for young people are on the rise. ”
Gen Z travelers value experiences on a night out.
Toni Ambler, Contiki
Drinking is no longer seen as “cool” as it once was, Pennay adds. This trend, she says, is happening globally, “at least in high-income countries” – in line with declines in other risky activities, including drug use, truancy and crime.
Student Universe, a discount flight and travel company, has noticed “a significant increase in the number of young people wanting to avoid alcohol on holiday,” says brand manager Will Jones. The company conducted a survey of 1,000 Gen Z Australians, which found that 84% would go on holiday without drinking. Safety (62%), money (57%) and the desire not to feel unwell and not affect the next day’s activities (56%) were the strongest deterrents.
A down to earth experience
As Generation Z’s travel priorities shift, travel companies that target the demographic are forced to shift as well. Contiki has increased its focus on wellbeing and sustainability experiences after research also found that most Gen Zers (77%) would consider an alcohol-free trip.
“The most common question I get asked is, ‘How is travel changing?’ and we have certainly seen a shift in the way Generation Z travels,” said Toni Ambler, director of Contiki. “Gen Z travelers value experiences on a night out.”
Ambler is referring to the walks, safaris, food tours, cold dips and cultural experiences included on Contiki tours. She says more than 80% of trips include a “make trip matter experience” focused on sustainability. For example, on Contiki tours of India, travelers visit the Dhonk Center, a social enterprise that makes and sells local crafts, while in Canada Cree knowledge keepers teach plant medicine in Jasper National Park.
Contiki recently added a South Korean tour with a K-pop dance class. A tour of the Philippines announced this year “was introduced to satisfy the hunger of young travelers who want to visit more remote locations in a safe but authentic way,” Ambler says.
Boutique disruptors are also giving a new meaning to the group trip. Australian author Bri Lee takes small groups on trips through Morocco, Egypt and Turkey through Aweventurer, a company that aims to “create experiences as if it were your first and last trip.” During these tours, participants connect with each other through reading and writing, rather than through drinking.
Emma Dower, a 28-year-old teacher from Donnybrook in Victoria, went on a trip to Turkey led by Lee because she wanted to travel with “like-minded people”.
“We visited ancient ruins and flew over the mountains of Cappadocia, but the real highlight was the meaningful and intellectual discussion with my colleagues,” says Dower.
Other Aweventurer tour guides include influencer and Tammy Fit founder Tammy Hembrow, as well as artist and author Reyna Noriega, who showcase their trips to their legions of young, mostly female followers.
‘I had the shock of my life’
Amid a cost-of-living crisis, young backpackers coming to Australia are also finding themselves drinking less. Lauren Frater, 20, who is in Sydney on a working holiday visa from Britain, said she was working 60 to 70 hours a week at home in two minimum wage jobs and “drinking excessively after and in between work”. She says, “I was initially drawn to Australia because of the backpacker party scene,” but soon realized it would be difficult to keep up.
“I got the shock of my life when I discovered how expensive it is to drink out here,” says Frater. “After a full week of partying in Sydney and realizing how much money I had spent, I was quite disappointed as I had now almost knocked a week of travel off my itinerary based on how much I had spent on drinking and partying.
“I kind of had a realization that if I wanted to make this journey, I really needed to make some changes in my lifestyle.”
In Australia the price of alcohol is expensive compared to other places…which puts me off drinking.
Bella Robben, American backpacker
However, the backpacker drinking scene hasn’t died down yet. Bella Robben, a 20-year-old American living in Melbourne who has been backpacking around the world for the past two years, says: ‘I know how big the drinking culture is in there. [backpacking].”
She enjoys meeting new people when she travels, and drinking can help with that, but she says it “definitely takes a toll emotionally, mentally, financially and physically.”
“How much 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 nightlife, while when I visited Morocco, although we tried a few local beers, drinking as a whole was not ingrained in their culture.
“The price of alcohol also plays a big role in whether I 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 have been, which puts me off drinking.”
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Next, Robben plans to drive from Melbourne along Australia’s east coast “to visit every beach possible” before backpacking through Southeast Asia.
Meanwhile, McDermott heads to Oman and Spain next month, with different priorities than when she “planned my trips around party hotspots.”
“In Oman I hope to experience the culture and take a road trip through the country,” she says. “[Then] I’m going to Mallorca for a week. I just want to relax and explore the beautiful beaches and Spanish villages.”