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.
Observing what locals consume, comparing packaging, flavors, and prices helps travelers better understand local culinary traditions, much as they would in a food market. From snacks unavailable elsewhere to typical ingredients used in home cooking, each product becomes a clue to the surrounding culture: cheeses in France, nattō (fermented soybeans with a sticky texture) in Japan, vacuum-packed eggs in China, fried insects in Thailand, beef jerky in the United States, plantain chips in Côte d’Ivoire, chili-flavored candies in Mexico… This culinary immersion offers a more spontaneous and accessible approach than classic, overcrowded tourist circuits—especially since many restaurants claiming to reflect local cuisine often serve fairly unsurprising international menus.
“Every time I travel, I want to spend hours in these stores discovering food or even cosmetic products from the destination. […] It’s a must. If I’m short on time, I’d rather go to one of these stores than visit a museum. […] The packaging is different, the colors and the languages too. I love analyzing everything and trying to guess what’s inside,” said Patricia, a tourist from Paris, in an interview with Le Figaro.
Through this trend, authenticity, surprise, and emotion are guaranteed. It also makes it possible to bring back meaningful gourmet souvenirs and to extend the journey once back home, while introducing loved ones to unusual products.
A free, highly Instagrammable visit
Supermarket tourism has another major advantage: free access. At a time when 25% of American adults said they did not plan to travel during the summer of 2025 for financial reasons—and among them, 64% stated that travel costs were too high, according to a Bankrate study—a surprising and immersive activity costing nothing fits well within tight budgets. This is especially true given the rising prices of museums and other attractions.
From a pricing perspective, users are also fascinated by comparing costs between their home country and the places they visit. Imported French butter or cheese, for instance, can see their prices triple or even quadruple abroad, delivering a real shock effect for visitors from France.
All these elements turn a supermarket visit into a genuine attraction during a trip abroad. Not to mention sharing photos and videos of one’s finds on social media, contributing to the growing popularity of this activity – and of the destination itself.
Read also : What are the best destinations to travel to in 2026?
Featured photo : © Unsplash
