Swap Hollywood Boulevard for Erewhon, Central Park for Trader Joe’s, and Japan’s Shibuya intersection for its 7-Elevens.
This is grocery store tourism, a travel trend dubbed by Condé Nast Traveller as one of the biggest for 2026.
According to 2026 research from Hilton, it’s a trend already enjoyed by 77% of travellers, while 35% plan to check out a local grocery store on their next trip away.
So why are we all rushing to the food aisle?
In the age of ever-increasing costs to visit iconic sites, like the Louvre in Paris which implemented a 45% price hike for non-European visitors, a trip to a grocery store is wallet-friendly.
‘For many people, food is one of the most accessible ways to experience a place,’ consumer champion, Martin Newman, tells Metro, adding that walking into a supermarket gives a sense of ‘how people live, eat, and think.’
And of course, with TikTok and Instagram users constantly scouring the platforms for the latest viral spots, the internet has a part to play too.
Martin continues: ‘Food retail is highly visual, tactile and emotionally charged.
‘Colourful produce, well-designed packaging, artisanal cues — it all translates perfectly to social media.’
‘Diddly Squat Farm Shop is fun for all the family’
You only have to look at Jeremy Clarkson’s Diddly Squat Farm Shop to see grocery tourism in action.
The shop opened in 2020, and has become one of the most popular attractions in the Cotswolds.
While it’s been branded a ‘nuisance’ by locals, and the council saying it risks ‘disturbing the tranquillity’ of the area, that’s done little to put off visitors.
Metro’s videographer, Jed Bradley, drove two hours from London to visit the Diddly Squat Farm Shop, before queuing for 45 minutes to get into the barn.
He’d been a fan of Clarkson’s Farm before he moved from New Zealand to the UK, and was keen to see it in the flesh.
‘Once inside, yes, everything is pricy, but that’s what you expect, and everything is local, so you get those feel-good vibes,’ Jed explains.
He spent £47 on some Hawkstone Lager, sweets, a loaf of bread and some jam — and even went back for another visit a year later.
‘Most people there were on a family day out,’ says Jed. ‘There were lots of people in their late 20s who I guess grew up with dad watching Top Gear.
‘There were a a handful of internationals too, given the show’s massive reach.’
‘Japan’s 7-Elevens are out of this world’
Japan’s konbinis (convenience stores) have become a TikTok phenomenon, particularly when it comes to their 7-Elevens.
These innovative supermarkets feature ultra-convenient offerings like plastic cups with ice for sale, alongside flavoured cold coffee pouches, and a station where you can create your own drink.
Instant ramen counters are another popular staple, with videos of locals frequenting the mini supermarket hitting more than one million views a pop.
Metro’s illustrator, Myles Goode, visited many konbinis, including the viral 7-Elevens during a trip to Japan in 2024.
He became obsessed with their hot counters — ideal after a night of drinking.
‘You can get karaage (Japanese deep-fried chicken) on a stick, and the iced drinks selection is out of this world,’ he says.
‘There’s even smoking rooms in most of them, along with wifi hotspots and bins, which are a hot commodity if you’ve ever been to Japan.’
‘Erewhon was on the top of my LA to-do list’
In the USA, Los Angeles based grocery store Erewhon, became popular after Hailey Bieber put her name to the now-viral Strawberry Glaze Skin Smoothie (£12 in-store or £74 for the do-it-yourself smoothie kit).
Now, tourists flock to the store, including Metro’s Lifestyle Editor, Kristina Beanland.
‘On the flight to LA I got chatting to the cabin crew about what they’d be up to on their stop over in the City of Angels.
‘Nobody mentioned heading to the Chinese Theatre or Santa Monica Beach, but right at the top of everyone’s list? Erewhon,’ she says.
Naturally, Kristina couldn’t not go, so she headed over to the branch in Beverly Hills.
‘It’s essentially Whole Foods,’ she says. ‘Think artisan products from independent retailers, and ready-to-eat snacks I didn’t know I needed: organic spirulina popcorn, orange blossom honey, kefir ginger soda.
‘Of course, none of this comes cheap. I was horrified by the site of a jar of dried mango for $18, and I even spotted the viral Japanese strawberry, which goes for $19 per single strawberry.’
But Kristina says that, despite knowing she’d ‘fallen into the looking glass’, she had to buy something.
‘I already have a Trader Joe’s bag, so I was in the market for an Erewhon tote — although even I was a little taken aback when I realised the forest green cotton bag, emblazoned with the word “Erewhon” would cost me $55, not including tax.
‘And yet, I still bought it, and I don’t have a single regret. Back in the UK, I wear it with pride.
‘I’m only a little bit ashamed to admit that I like the idea of people spotting the bag, and knowing that I’ve been there.’
Trader Joes: ‘Just so you know, I’ve been to America’
There’s no denying that there’s status linked to visiting a far-flung grocery store.
American shop Trader Joe’s has no stores outside the US, but in London, their canvas tote bags are everywhere.
Acquiring the bag screams ‘just so you know, I’ve been to America’ — replacing the token magnet that gets hidden away on your fridge.
While you can buy the tote for just £2.20 in the States, there have been reports of the accessory being listed for resale on Depop and eBay for anywhere from £7,400 to £37,000.
‘The most successful grocery retailers now think like lifestyle brands, not just stores,’ Martin explains.
‘They curate ranges, collaborate, tell stories, and create a point of view.
‘When you see tote bags, clothing, cafés, or limited editions, that’s not random, it’s about building emotional connection and cultural relevance, not just selling groceries.’
An insight into a country in a single shopping basket
While a country’s culture comes down to more than just what is stocked on it’s supermarket shelves, it can give an insight into a city or country, all in a single shopping basket.
Consumer expert Martin agrees, concluding: ‘Stores have become shorthand for a lifestyle.
‘People use them to reinforce how they see themselves, and how they want to be seen when travelling the world.’
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