In an unexpected twist for 2025, global travellers are now adding supermarkets to their travel itineraries — all thanks to a viral trend on TikTok. According to Expedia Group’s Unpack ‘25 report, nearly 4 in 10 tourists are making a point to explore local grocery stores when abroad, turning a mundane errand into a cultural adventure.
What was once a quick convenience stop is now being hailed as a legitimate sightseeing experience. Around 39% of travellers are visiting foreign supermarkets during their trips, while 44% are specifically seeking unique, locally made products that aren’t available at home. The shift is leading many away from cliché souvenirs like mugs and T-shirts in favor of quirky snacks, regional beauty products, and one-of-a-kind edibles that are perfect for sharing and social media clout.
“Going to a grocery store could technically be counted as sightseeing, right?” one TikToker asked, sparking millions of views and inspiring travel behavior around the globe.
Expedia’s Darren Karshagen says the rising “Goods Getaways” trend is especially driven by Gen Z, who are drawn to items made famous by social media—such as viral chocolate bars from Dubai or cult-favorite Korean skincare.
In parallel, travellers are also straying off the beaten path more than ever. Expedia’s “Detour Destinations” highlight under-the-radar cities that are replacing tourist-packed hotspots. For instance, Reims in France is emerging as an alternative to Paris, while Brescia is standing in for Milan.
According to Unpack ‘25, 63% of global travellers say they’re likely to explore lesser-known locations on their next trip—seeking authenticity, calm, and cultural richness.
Top trending detour spots for 2025 include:
Reims, France (instead of Paris)
Brescia, Italy (instead of Milan)
Cozumel, Mexico (instead of Cancun)
Santa Barbara, USA (instead of Los Angeles)
Waikato, New Zealand (instead of Auckland)
And when it comes to iconic, consumable souvenirs, these top the list:
Maple syrup from Canada (19%)
Honey from New Zealand (16%)
Watches from Switzerland (15%)
As Karshagen puts it: “Travellers aren’t just chasing landmarks—they’re chasing moments, flavors, and memories that can’t be bought at a gift shop.”
