The Rise of Grocery Tourism: A New Way to Experience Local Culture

Published on December 23, 2025

Tourists have always been used to seeing famous attractions, trying local foods, or just visiting busy markets. However, a new trend is currently rising that is centered not around the simplest, yet most authentic, tourist activities but is based around exploring grocery stores. Known as “grocery tourism,” this trend is gaining popularity as it encourages people to explore the neighborhood grocery stores, convenience stores, and supermarkets of the destination they are in in order to betterunderstand the culture. Whether it is Tokyo’s convenience stores or chaotic Middle Eastern hypermarkets, grocery stores have become an unlikely reflection of culture.

Cultural Discovery Through Supermarket Aisles
For many modern travelers, grocery stores offer something that traditional tourist spots cannot: a direct connection to what people actually eat, cook, and consume on a daily basis. Chef and baker Shivesh Bhatia, a frequent traveler, shared his love for exploring grocery stores during his recent trip to Japan. “Something about exploring grocery stores in new cities just makes me so happy. On my recent trip to Japan, I got obsessed with 7-Eleven. I kept picking up desserts and snacks I had never seen before. These stores help me understand what people actually enjoy eating,” Bhatia said. For him, his fondest memories weren’t of sushi counters or temple visits, but of chilled cheesecakes, seasonal KitKats, and rice balls that were eaten on the go.

The appeal lies in the variety of experiences offered by grocery stores, from discovering unique local snacks to learning about traditional cooking ingredients. Exploring the aisles offers a tangible and sensory experience that helps travelers better understand the everyday life and culture of a place, much more so than curated food tours or luxury restaurants.

The Rise of ‘Shelf Discovery’ and the Impact on Tourists
A recent Travel Trends 2026 report by Skyscanner highlights the rise of “Shelf Discovery,” a growing interest in exploring grocery stores during travel. The report indicates that travelers, especially millennials, are increasingly prioritizing grocery stores as part of their travel experience, with a focus on discovering local products and ingredients that tell a story of the destination. This trend is not only seen in developed markets but also in emerging travel destinations.

In India, for instance, Skyscanner’s Snack Transit pop-up in Delhi and Mumbai showcased over 3,000 snacks from 16 countries, underscoring the growing curiosity among Indian travelers about global pantry cultures. Similarly, Booking.com’s 2026 Travel Predictions highlighted the rise of “Shelfie Souvenirs,” where travelers seek pantry items or unique kitchen products from local stores rather than typical keepsakes. This reflects a shift toward acquiring meaningful and functional souvenirs that resonate with the traveler’s personal experiences.

A Unique Way to Travel Like a Local
For many travelers, the appeal of grocery stores lies in the sense of authenticity they offer. Mumbai-based marketing professional Alisha Patel shared how grocery stores have become a central part of her travels. “In Thailand, my husband and I spent over an hour every day exploring 7-Eleven. Dubai trips for us mean long detours through Carrefour and Waitrose, where we load up on spices, sauces, and tinned meats that are impossible to find back home,” Patel explained. These seemingly mundane stops have become part of her travel experience, offering an emotional connection to the destinations she visits.

Similarly, Deepika Maheshwar, a Bangalore-based marketing professional, says grocery stores have become a part of their travel story. “One of the funniest things we’ve discovered about ourselves while traveling is how much we love those gigantic grocery stores. We see the monuments, but the real fun is in walking through those aisles—seeing what people actually buy, what’s trending, and grabbing little things to take home,” Maheshwar reflected. For these travelers, grocery stores offer a genuine and enriching connection to the places they visit.

The Role of Local Grocery Stores in Promoting Sustainable Travel
Grocery tourism not only provides insight into local life but also supports sustainable tourism. By purchasing products directly from local grocery stores, tourists can contribute to the local economy, supporting small-scale farmers, food producers, and artisans. In contrast to purchasing mass-produced souvenirs, which may not support local businesses, buying from local markets ensures that the revenue stays within the community.

Travelers are also increasingly choosing sustainable grocery tourism experiences by visiting eco-conscious stores that emphasize organic products, fair trade, and locally sourced ingredients. These types of grocery stores are becoming popular in destinations where sustainable living is prioritized, offering a new avenue for conscious travelers to engage with the culture while supporting eco-friendly businesses.

Tourism Professionals Notice Shift Toward Grocery-Based Experiences
As grocery tourism continues to grow, travel coordinators and tourism professionals are noticing a shift in traveler preferences. Nassira Sennoue, a travel coordinator at Sun Trails, observed that travelers now seek souvenirs that feel “real” and practical, such as spices, teas, and specialty food items. “It’s no longer about luxury only, but about connection,” she said. The shift towards meaningful and culturally relevant souvenirs reflects a broader trend in tourism, where experiences that offer personal connection and authenticity are increasingly valued.

This trend is also reshaping how travel agencies approach travel packages, with many integrating grocery-based experiences into their itineraries. Tours now often include visits to local markets, cooking classes, and grocery shopping trips, allowing travelers to immerse themselves in the destination’s culinary culture.

The Future of Grocery Tourism
As the demand for experiential travel grows, grocery tourism is expected to expand further. For destinations looking to attract curious travelers, offering grocery-based experiences presents an opportunity to showcase local culture and create meaningful connections with visitors. From exploring the aisles of a local supermarket to attending food-centric workshops, grocery tourism is here to stay—and it’s shaping the future of travel.

Grocery Stores as Cultural Portals

Grocery tourism has emerged as a popular trend among tourists which enables them to experience the place in a completely novel manner. By merely visiting the grocery stores, one can get an insight into the local culture, cuisine, and lifestyle. Grocery stores prove to be the best way for those tourists in search of something different, as visiting the grocery store provides a direct, unfiltered exposure to the essence of the place, thereby becoming an integral aspect of modern tourism. Whether it is about savoring different snacks or learning about local food products, grocery tours unfailingly prove to be something out of the ordinary.