In recent months, a new kind of travel content has been generating likes and shares across social media. While staying abroad, internet users film themselves in supermarkets as they would in a museum. This tourism trend reflects an emerging way of discovering a country.
A mirror of the new aspirations of Gen Z and Millennials, social media serves as a major source of inspiration for aspiring travelers, thanks to countless travel videos and posts. Trending destinations, budgets for two weeks on the other side of the world, hidden-gem restaurants in the capital… creators have become true travel advisors, followed by millions of users.
And while trendy neighborhoods, renowned museums, and fashionable galleries remain must-see stops, a new place is attracting more and more tourists: the supermarket. Long overlooked in favor of other activities, grocery stores are now emerging as attractions in their own right during trips. Here’s a closer look.
Discovering local culture through food
Known as grocery store tourism, this trend is establishing itself as a new way of traveling—more authentic and closer to local people. It involves visiting local supermarkets while abroad, not simply to buy food, but as a genuine cultural experience. As they wander the aisles, travelers discover eating habits, everyday products, and regional specialties that reveal a great deal about a country and its way of life. They are often surprised by new flavors and cooking methods, far removed from those of their home country.
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