What is grocery store tourism? What the new trend on TikTok is all about

In an age where social media has revolutionised the way we travel, a new trend has emerged that is capturing the attention of globetrotting millennials and Gen Z: grocery store tourism. This unconventional form of sightseeing has taken TikTok by storm, as users document their adventures exploring foreign supermarkets and sharing their discoveries with the world.

The premise behind grocery store tourism is simple. Rather than rushing to visit a destination’s famous landmarks, travellers are increasingly seeking to immerse themselves in the local culture by checking out how residents shop for their daily essentials.

From exotic energy drinks to luxurious in-store amenities, these grocery store excursions offer a unique window into the customs and consumption habits of different societies.

“This may be controversial, but I think that the best thing to do while traveling is going to the grocery store,” TikTok user marissainchina said in the above video. “Going to a grocery store could technically be counted as sightseeing, right? Because not only is it a cultural experience, but you can also find lots of stuff to bring back as souvenirs.”

The trend is not limited to international travel either. Even within the United States, grocery store tourism has gained traction, with destinations like the upscale Erewhon market in California attracting attention on social media for its extravagant offerings and celebrity clientele.

Grocery stores in the context of sustainable tourism

Recent protests against overtourism in Barcelona, Spain, highlight the need for sustainable tourism practices. Thus, grocery store tourism can significantly contribute to sustainable tourism by promoting local products and supporting local economies.

This trend also supports community development by promoting local heritage and traditions, making it a valuable component of sustainable tourism.