Move over traditional landmarks and iconic attractions, there's a fresh travel phenomenon sweeping the globe. Forget wandering through the Sistine Chapel or ticking off the Sydney Harbour Bridge from your bucket list. The latest sightseeing trend involves grabbing a shopping basket and exploring the supermarkets in your chosen holiday destination.
The Rise of Grocery Tourism
This phenomenon, known as 'grocery tourism' or 'supermarket tourism', has grown exponentially over the past twelve months and is being hailed as a standout travel trend for 2026. New research conducted by hotel giant Hilton reveals a staggering 77 percent of travellers actively participate in this trend, with 35 percent of holidaymakers planning supermarket trips on their next vacation.
What has fuelled this unexpected trend? Essentially, the Airbnb boom has played a significant role, with tourists increasingly having access to kitchens where they can prepare meals from scratch. This often involves using fresh, locally sourced produce from farmer's markets, convenience stores, and chain supermarkets.
Even for those staying in hotels, a visit to the nearest store provides the perfect opportunity to browse local goods and stock up on regional snacks, affordable beverages, quirky accessories, and fun soft drink flavours. Imagine discovering peanut butter and jelly soda or other unusual local specialties.
Social Media Influence
Grocery tourism has become a trend of its own on social media platforms, with thousands of travellers showing off trolley-loads of treats. From to-go bento boxes, ramen noodles, and £2 socks in Japan to fresh cheeses, deli meats, and skincare products in France, these supermarket hauls have become digital postcards of culinary discovery.
Global Supermarket Guide
United States: Trader Joe's and Walmart
The land of plenty never disappoints when it comes to grocery tourism. For quality food that you actually want to eat, Trader Joe's—America's wholesome, largely organic chain—is the place to go. While expensive, it's generally an ultra-processed-free zone brimming with creative dishes, many of which you can simply reheat when you return to your holiday accommodation.
Trader Joe's offers great artisan sourdough, rows of IPAs from independent breweries, and fresh food including favourites such as steamed pork and ginger soup dumplings and delicious takes on US classics like Mac & Cheese. Their reusable tote bags have become increasingly sought after, often selling for five times their original $4 (£3) price tag on resale fashion sites.
At Walmart, the real fun lies in browsing the cereal aisle, with rainbow-hued Lucky Charms, Honey Smacks, and Cap'n Crunch among the most colourful and sugar-laden options.
Japan: 7-Eleven, FamilyMart, and Lawson
In Japan, 7-Eleven Japan (with over 20,000 stores) and FamilyMart (with around 16,000 locations) are everywhere—in cities, suburbs, and even rural towns. Both are famed for onigiri, egg sando, fried chicken, to-go bento boxes, matcha desserts, and seasonal limited-edition snacks that make convenience food an experience in itself.
Genie Harrison, Executive Travel Editor at the Daily Mail, notes that visitors would be hard-pressed to visit Japan without being drawn in by the bright lights and playful jingles of these convenience stores, locally known as 'konbinis'.
Ireland: SuperValu
If you find yourself venturing to the Emerald Isle, you can sample some of the country's signature dishes by taking a quick detour to SuperValu. As Ireland's largest grocery and food distributor, it boasts big-name brands at low prices with 223 independently owned stores throughout the country.
Travel writer Jowena Riley recommends heading straight to the chilled aisle for authentic Irish butter and cheese, as well as the bakery section for freshly-baked Derry turnovers and soda bread.
France: Monoprix
Running low on skincare or snacks? If you're heading to Paris or Nice, make sure Monoprix is on your itinerary. This high-end French retailer blends a premium grocery experience with a stylish department store, where shoppers can pick up a wheel of Brie alongside designer-collaboration shoes.
Travel writer Erin Deborah Waks emphasizes that even an average, mid-range cheese in Monoprix is better than some expensive ones in the UK, though new travel rules prohibit bringing certain goods back home.
Spain: Mercadona
In Spain, Mercadona provides a great introduction to Spanish food, where holidaymakers can stock up on regional specialties such as jamón serrano and ready-made gazpacho. According to travel expert Alexandra Dubakova, Mercadona is popular among locals for their hacendado, hummus, and guacamole.
Germany: REWE, ALDI, and EDEKA
In Germany, with thousands of branches nationwide, stores like REWE and ALDI are never far away for affordable snacks, freshly-made currywurst, and budget-friendly skincare buys. Cultural expert Noel Wolf notes that shopping in Germany is typically purposeful and streamlined, with layouts designed to help customers move through stores quickly.
Austria: BILLA Plus
In Austria, BILLA Plus has large stores across the country, particularly near city centres and retail parks. Expect fresh Semmel rolls, apfelstrudel, Tyrolean speck, and an impressive dairy section. Travel expert Alen Baibekov describes it as Austria's favourite supermarket, featuring in-store bakeries and regional mountain cheeses.
Italy: Eataly
For a true taste of Italy, Eataly's growing roster of locations in major cities like Rome, Milan, and Florence is perfect for picking up artisanal pasta, olive oil, and gourmet treats worth the suitcase space. Travel expert Jason Boertje describes Eataly as more of a food destination than a standard supermarket, with curated sections dedicated to regional Italian produce.
The Netherlands: Albert Heijn
In the Netherlands, Albert Heijn's 1,200+ stores—often conveniently located near city centres and train stations—are ideal for grabbing stroopwafels, Dutch cheese, and to-go bites for afternoon picnics by the canal. Travel writer Jowena Riley particularly recommends the freshly-baked cheese twists, which are impressively cheesy and three times bigger than their UK counterparts.
Poland: Żabka
In Poland, Żabka operates over 9,000 neighbourhood shops, so you're rarely more than a short walk away from one. Pop in for kabanos sausages, pierogi packs, Prince Polo wafers, and quick hot snacks ideal between sightseeing stops.
Greece: A.B. Vassilopoulos
A.B. Vassilopoulos has hundreds of stores across mainland Greece and surrounding islands. It's an easy place to pick up feta, Kalamata olives, thyme honey, koulouri sesame bread rings, and bottles of ouzo for a DIY sunset spread.
Israel: Shufersal
In Israel, Shufersal runs more than 300 branches in various formats, from neighbourhood shops to large hypermarkets. Expect fresh challah, tubs of hummus, bourekas, Bamba peanut snacks, and ready-made salads that make assembling a quick meal effortless.
Morocco: Marjane
In Morocco, Marjane has dozens of hypermarkets in major cities, offering a comfortable, air-conditioned shopping experience. Look out for msemen pancakes, almond pastries, dates, harissa, and shelves of Moroccan biscuits alongside international staples.
South Africa: Woolworths
Woolworths has hundreds of locations across South Africa and is especially popular in urban centres. It's known for quality ready meals, biltong, boerewors, milk tart, and excellent wine selections—perfect for a braai or road trip.
Thailand: Big C and 7-Eleven
In Thailand, Big C has large-format stores across the country, while 7-Eleven Thailand boasts well over 13,000 branches—practically one on every block in Bangkok. Stock up on mango sticky rice snacks, tom yum instant noodles, seaweed crisps, and the ever-popular ham and cheese toasties.
Australia: Coles
Coles operates more than 800 supermarkets across Australia, making it an easy stop in cities and regional towns alike. Fill your basket with Tim Tams, Lamingtons, barbecue-ready meats, and fresh tropical fruit.
Singapore: Don Don Donki
In Singapore, Don Don Donki has multiple centrally located outlets—many open late or operating 24/7—making it incredibly convenient. It's just the place for Japanese cheesecake, mochi, sushi trays, instant ramen, and quirky KitKat flavours.
Why Grocery Tourism Matters
This trend represents more than just shopping; it's about cultural immersion and authentic local experiences. Supermarkets offer a window into daily life, regional culinary traditions, and unique products that can't be found elsewhere. Whether you're seeking artisanal foods, local snacks, or simply curious about how different cultures shop, grocery tourism provides a delicious and insightful addition to any travel itinerary.
As travel continues to evolve, this trend highlights how tourists are increasingly seeking meaningful connections with their destinations beyond traditional tourist traps. So next time you plan a holiday, consider adding a supermarket visit to your schedule—you might just discover your new favourite food or souvenir.
