One person even quickly took photos of their "haul" before checking out. "No one comes here because they ran out of toothpaste. We come to shop for the experience," Dayna said.

She noted that visiting supermarkets has become an integral part of her international travel itinerary, rather than merely an incidental shopping trip.

Dayna's experience is not unique. The 2026 Travel Trends report by American hotel group Hilton reveals that 77% of travelers enjoy visiting grocery stores abroad. CnTraveller magazine also categorized "supermarket tourism" as a major travel trend for this year.

A customer selects items in a supermarket. Photo: Globe Trender

One reason for this activity's appeal is its low cost. For about 10 USD, travelers can purchase snacks, beverages, and unique local products, avoiding the hundreds of USD typically spent on high-end restaurants or culinary tours.

The retail sector is also embracing this trend. Earlier this year, K-Supermarket, one of Finland's largest supermarket chains, listed its branches as attractions on Tripadvisor.

Unlike museums or tourist-designed attractions, supermarkets offer a natural glimpse into local life.

Travelers can observe what residents buy for breakfast, which foods they choose for dinner, or what products are popular. They join locals in grabbing baskets, walking along the aisles, and queuing at checkout.

This very ordinariness creates a sense of novelty. Travelers are not bound by a fixed itinerary; instead, they can freely explore fruits, foods, or products they have never seen before.

Visiting supermarkets abroad has become a favorite experience for many travelers. Photo: Pheabs

Charles Spence, a professor of experimental psychology at Oxford University, UK, suggests that context significantly influences the eating experience. An egg sandwich in Tokyo or a bag of potato chips bought during a trip is not solely perceived by taste. The space, atmosphere, and memories of the journey also contribute to its flavor.

Kate Nightingale, a British consumer psychologist, believes this trend reflects a growing demand among travelers for authentic, accessible, and interactive experiences. However, when it becomes too popular, "supermarket tourism" might lose the very spontaneity that makes it appealing.

In Kawaguchiko, Japan, a convenience store once became overwhelmed due to the influx of tourists flocking to photograph the store with Mount Fuji in the background. Authorities had to deploy security personnel, erect barriers, and manage crowds. Eventually, a large black screen was put up to obstruct the view of the mountain.

For Dayna Camilleri-Clarke, such experiences remain an attractive part of visiting supermarkets while traveling.

During a trip to Athens, Greece, she stood before a refrigerated display of dairy products, unsure which to choose. Just then, a local woman walked past and picked a product. Dayna followed suit and later described it as "the best yogurt I have ever eaten."

Anh Minh (According to BBC)