Expedia Group has identified a surprising travel trend for 2025, revealing that tourists are increasingly making trips to supermarkets while overseas, thanks to a rising TikTok trend. According to Expedia Group's Unpack '25, 39 percent of travelers are visiting supermarkets during their holidays abroad, with 44 percent seeking local items that aren't available at home. One traveler highlighted that visiting a grocery store can be considered sightseeing, as it not only offers a cultural experience but also unique souvenirs to bring back home.
The trend indicates a shift away from traditional souvenirs like keyrings and mugs, as travelers, particularly Gen Z, pursue consumables and trendy goods that can be shared on social media. Expedia Group noted that platforms like TikTok inspire travelers to seek out viral products from places like Dubai and Korea. Additionally, the report highlights a growing interest in 'detour destinations', as 63 percent of consumers plan to visit lesser-known spots on their next trips, marking a notable change in travel habits towards a more exploratory approach. Popular detour locations include Reims in France and Brescia in Italy.