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Journalism of Courage
Travellers often flock to museums, forts, parks, and restaurants to explore a country’s essence. But many enthusiasts are now discovering a destination’s soul through its grocery stores and supermarkets. This unique travel trend, aptly “Grocery Store Tourism,” allows visitors to engage with a region’s food culture by experiencing local flavours, ingredients, and consumer habits. Simply put, it’s a way of experiencing a culture through its food systems and native consumer habits rather than traditional tourist attractions.
“Grocery store tourism shows what makes a destination unique. Unlike restaurants or traditional food markets, supermarkets offer insights into the daily life of the residents. From deciphering Japanese miso paste labels and seaweed snacks to browsing French artisanal cheese aisles, these spaces reflect a region’s culinary identity,” said Jatinder Paul Singh, CEO and co-founder of Viacation.
In a New York magazine write-up, writer Richard Morgan once called grocery stores “the secret museum in every city”, and said he learned more while in a grocery store in Bogotá, Colombia, than he did at the city’s Museum of Gold.
This tourism trend offers affordable, fun, authentic experiences. “From small-town farmer markets to gourmet boutiques, grocery stores have tourists showing up to discover local ingredients in small towns and sampling condiments unique to the destination, at the tap of a card and a reasonable price point for experimentation,” said Sridhar Keppurengan, head of Cross Border Payments, India and South Asia, Visa.
For some, grocery store tourism means more than just sampling local snacks. It’s about feeling like a local. Janani Gopalakrishnan, 30, a fintech product manager, recalled relishing a “delicious local dessert” Mitarashi Dango in a supermarket outside Mt Fuji in Japan while observing locals pick bento-box lunches. “It was nice to see a slice of everyday Japanese culture. It felt like the true meaning of finding joy in the ordinary,” said Gopalakrishnan, who also said she has loved grocery tourism since childhood.
“It provides local ingredients and products as souvenirs that extend the journey after the trip. If visited with curiosity, one may discover some hidden culinary gems while gaining a greater appreciation for everyday life in one’s destination,” said Singh.
In countries like Italy or France, you might find regional olive oils, vinegar, or chocolates. In Southeast Asia, people often search for specialty spices or noodles. “The focus is on learning how food is grown, processed, and consumed, and sometimes even discovering new recipes based on the items found,” mentioned Chef Nitten Chughh, culinary director, Caravela Beach Resort, South Goa.
Agoda’s upcoming 2025 travel trend survey showed that experiencing local cultures continues to be one of the top reasons for travel. “Large supermarkets serve as cultural mirrors, showing local preferences in how they present products and fresh foods. These aisles tell stories of a region’s agricultural bounty and culinary heritage,” said Krishna Rathi, senior country director, India Subcontinent and MEA at Agoda. “For instance, the famous ham and cheese toasties from 7/11 in Thailand, a simple yet delightful treat that has become a must-try for visitors. In Japan, the variety of exclusive convenience store snacks, from matcha-flavoured KitKats to unique onigiri, provides a taste of the country’s innovative approach to food,” he said.
Indian tourists have embraced this trend, seeking deeper connections with foreign cultures. Keppurengan noted that Visa data showed Indian travellers spending more on groceries in countries like Sweden, Spain, and Australia. “Over the past three years, Indians have been spending proportionately more on food and grocery in European countries such as Sweden, Switzerland, and Spain – regions known for their exotic spices, fresh organic produce, and quintessential delicacies. Lately, we’ve seen a similar trend among Indian tourists to spend on groceries when travelling across Australia, Indonesia, and Malaysia as well,” said Keppurengan.
In a country like India, grocery tourism provides opportunities for hands-on learning about food cultivation, preparation, and cooking techniques. “Some regions of India host food festivals and culinary tours that include visits to local grocery stores and markets, where participants can learn about traditional food preparation, regional ingredients, and even participate in cooking demonstrations,” said Chughh.
Grocery tourism also caters to eco-conscious travelers. Many destinations promote organic, locally grown products or sustainable practices, drawing those who value ethical consumption.
Social media has amplified the trend, with influencers sharing unique grocery hauls, talking about exotic snacks and local specialties. Travellers today are keen to learn about the origins of their meals and to take a piece of the destination home with them, whether it’s crispy seaweed or pizza dry yeast recommended by the chef at a restaurant. “Food content has become a dominant travel theme. Grocery stores are now Instagrammable destinations—authentic, experiential, and surprisingly affordable,” said Keppurengan.
Popular destinations for grocery tourism, as per Chughh
Tokyo, Japan: Known for its well-organised supermarkets, bustling fish markets like Tsukiji (or Toyosu now), and specialty food items.
Barcelona, Spain: Markets like La Boqueria offer a colourful experience of Spanish food culture, from fresh seafood to cured meats and artisan cheeses.
Paris, France: Visiting small neighbourhood shops and larger stores like La Grande Epicerie offers a great experience of French food products, from pastries to gourmet chocolates.
Mexico City, Mexico: The city’s bustling mercados are filled with exotic fruits, spices, and indigenous foods. A visit to these markets offers insights into Mexican cuisine that go beyond the typical tourist spots.
