Gastronomic tourism is reaching a new level. The so-called "grocery tourism" is gaining increasing popularity around the world, involving trips to other countries for the purpose of shopping for groceries in local supermarkets. As the Daily Mail reports, this phenomenon, known as "food tourism," has grown exponentially over the past year and is now considered one of the main tourism trends for 2026. People are going shopping both to eat affordable local products during their vacation and to take them home. A new study by hotel giant Hilton shows that as many as 77% of travelers actively participate in this trend, and 35% of vacationers plan to visit supermarkets during their next trip. ## Why Grocery Tourism Has Become So Popular Analysts cite the boom of Airbnb as the main impetus for the development of this trend, as tourists gain access to kitchens where they can cook meals from scratch – often using fresh local products from farmers' markets, convenience stores, and chain supermarkets. But even for those staying in hotels, a trip to the nearest store is a great opportunity to explore local goods and stock up on regional snacks, inexpensive alcohol, and unusual products. Recently, grocery tourism, also known as "supermarket tourism," has become a standalone trend on social media, where thousands of people showcase entire shopping carts – from takeout lunch boxes and socks for a couple of dollars in Japan to fresh cheeses, meat delicacies, and cosmetics in France.