A famous museum or beach used to be the star of a trip. Now, for many travelers, the local supermarket is becoming part of the adventure. This growing habit is often called grocery tourism: visiting food shops abroad to see what local people really buy, eat, and cook. Hilton’s 2026 Trends Report, based on research with more than 14,000 travelers in 14 countries, found that 77% of travelers enjoy exploring grocery stores while traveling. (stories.hilton.com)

Why are supermarkets so attractive? They offer a quick lesson in everyday culture. In one short visit, travelers can notice local fruits, ready-made meals, spice mixes, package designs, and even prices. Hilton’s research suggests that today’s travelers want both comfort and curiosity: 79% say familiar menu items feel comforting, almost half cook their own meals while away, and many also browse local stores for authentic food and drink. (stories.hilton.com)

This trend is also connected to shopping and social media. Expedia’s Unpack ’25 report says 39% of travelers usually visit grocery shops on vacation, and 44% buy local goods they cannot get at home. The report points to viral products such as French butter, Korean skincare, Japanese sweets, and Dubai chocolate as examples of travel inspired by special items. In the UK, Skyscanner’s 2026 travel trends found that 43% of travelers plan to explore supermarkets or grocery stores abroad. (partner.expediagroup.com)

For English learners, grocery tourism has another benefit: it turns travel into a language lesson. Reading labels, comparing snacks, and asking simple questions like “What is this made from?” or “Which flavor is popular?” can be fun and useful. A supermarket may look ordinary, but it can reveal the real taste of a place. On your next trip, the most memorable stop might not be a famous landmark. It might be the snack aisle.