The Rise of Grocery Store Tourism: Supermarkets Become Global Attractions
Forget traditional tourist traps like Hollywood Boulevard or Central Park. The latest travel trend sweeping the globe involves swapping iconic landmarks for supermarket aisles, with grocery store tourism emerging as one of 2026's most significant movements according to Condé Nast Traveller.
Why Supermarkets Are Replacing Traditional Tourism
Recent research from Hilton reveals that 77% of travellers have already embraced grocery store tourism, while 35% actively plan to visit local supermarkets on their next trip abroad. This shift comes as traditional attractions become increasingly expensive, exemplified by Paris's Louvre implementing a 45% price hike for non-European visitors.
Consumer champion Martin Newman explains this phenomenon to Metro, stating: 'For many people, food represents one of the most accessible ways to experience a place authentically. Walking into a supermarket provides genuine insight into how people live, eat, and think in different cultures.'
The visual nature of modern food retail perfectly complements social media platforms like TikTok and Instagram, where users constantly seek new viral locations. 'Food retail combines visual appeal, tactile experiences, and emotional resonance,' Newman continues. 'Colourful produce, innovative packaging, and artisanal touches translate exceptionally well to social media content.'
Global Hotspots of Grocery Tourism
The Cotswolds' Diddly Squat Phenomenon
Jeremy Clarkson's Diddly Squat Farm Shop demonstrates grocery tourism's powerful appeal. Since opening in 2020, this Cotswolds destination has become one of the region's most popular attractions, despite local concerns about traffic and disruption.
Metro's videographer Jed Bradley experienced this firsthand, driving two hours from London and queuing 45 minutes to enter. 'Everything carries premium pricing, but that's expected when supporting local producers,' he explains after spending £47 on local lager, sweets, bread, and jam. 'Most visitors treat it as a family day out, with many in their late 20s likely influenced by childhood memories of Top Gear.'
Japan's Konbini Culture Goes Viral
Japan's convenience stores, particularly 7-Elevens, have become TikTok sensations. These innovative supermarkets feature unique offerings including:
- Plastic cups with ice for custom drinks
- Flavoured cold coffee pouches
- Instant ramen counters
- Smoking rooms and WiFi hotspots
Metro illustrator Myles Goode became fascinated with konbinis during a 2024 Japan trip, praising their hot counters as perfect post-night-out destinations. 'The iced drink selection is extraordinary, and karaage on sticks provides delicious convenience,' he notes.
Los Angeles' Luxury Grocery Destination
Erewhon has transformed from a Los Angeles grocery store into a tourist magnet, particularly after Hailey Bieber's viral Strawberry Glaze Skin Smoothie endorsement. Metro's Lifestyle Editor Kristina Beanland discovered that among airline crew visiting LA, Erewhon ranked higher than traditional attractions like the Chinese Theatre.
'It resembles an upscale Whole Foods with artisan products and unexpected discoveries,' Beanland describes, mentioning organic spirulina popcorn and kefir ginger soda. Despite shock at prices—including $18 dried mango and $19 individual strawberries—she purchased a $55 Erewhon tote bag. 'I wear it proudly in the UK, appreciating the subtle status it conveys.'
The Status Symbol of Supermarket Shopping
Trader Joe's exemplifies how grocery stores become cultural markers. Though absent outside America, their canvas tote bags proliferate in London, silently announcing 'I've visited the States.' While costing just £2.20 in US stores, these bags have resold for £7,400-£37,000 on platforms like Depop and eBay.
Martin Newman observes: 'Successful grocery retailers now operate as lifestyle brands rather than mere stores. They curate ranges, collaborate creatively, and develop distinctive perspectives. Tote bags, clothing lines, cafés, and limited editions aren't random—they're strategic elements building emotional connections and cultural relevance beyond grocery sales.'
Cultural Insights Through Shopping Baskets
While supermarkets don't fully encapsulate national cultures, they provide remarkable insights into local lifestyles through accessible, everyday experiences. Newman concludes: 'Stores have become lifestyle shorthand. People use them to reinforce personal identities and communicate how they wish to be perceived while travelling globally.'
This grocery tourism trend demonstrates how ordinary experiences transform into extraordinary cultural explorations, proving that sometimes the most authentic travel moments occur not in museums or landmarks, but in the humble supermarket aisle.
