Expedia Group surprising travel trend for 2025 sparked by Tiktok

Tourists are going out of their way to make a trip to a surprising spot while overseas, and it’s thanks to TikTok.

Tourists are going out of their way to make a trip to a supermarket while overseas thanks to a rising Tiktok trend.

Visiting supermarkets in a foreign country has seen a spike for jetsetters, according Expedia Group’s Unpack ‘25, which delves into travel trends for 2025.

According to the data, 39 per cent of travellers are visiting supermarkets while holidaying overseas and 44 per cent are seeking local items they can’t find at home.

According to the data, 39 per cent of travellers are visiting supermarkets while holidaying overseas. Picture: Supplied

“Going to a grocery store could technically be counted as sightseeing, right? Because not only is it a cultural experience, but you can also find lots of stuff to bring back as souvenirs,” one traveller said on TikTok.

The trend has also seen a move away from traditional souvenirs, such as key rings, mugs, and clothing, with jetsetters searching more for unique consumables and goods that are “share-worthy”.

“Unpack’25 is the go-to resource for travellers planning the year ahead. This year we’ve seen Goods Getaways and Detour Destinations be at the forefront of travel decisions,” Expedia Group AustraliaSenior Director, Darren Karshagen said.

“Platforms like TikTok inspire travellers, especially Gen Z, to seek trending items - such as viral chocolate bars from Dubai or skincare products from Korea.”

According Expedia Group’s Unpack ‘25, which delves into travel trends for 2025, another trend for next is Season Swapping, which will see Aussies travelling in the off season to save on travel. (Pictured: Santa Barbara, California.) Picture: Supplied

Since Expedia Group identified Set-Jetting as a travel behavior in 2022, the trend continues to grow. (Pictured: Cozumel, Mexico.) Picture: Supplied

The report says 27 per cent of Aussies are travelling to destinations in order to buy an item they can’t get at home. With it being most popular with Gen Z. Pictured: A coffee tour in Costa Rica) Picture: Supplied

Detour Destinations are also growing in popularity as travellers opt to visit lesser-known spots like Reims in France, Brescia in Italy, and Cozumel in Mexico.

According Unpack ’25, the annual data-driven outlook for what’s motivating travellers and where they will go next year, tourists are on the hunt for less crowded and less well-known spots, with 63 per cent of consumers saying they are likely to visit detour destinations on their next trip.

“Looking ahead, travellers aren’t just sticking to the tried-and-true tourist spots—they’re embracing detours,” Mr Karshagen said.

“These lesser-known destinations offer a unique glimpse into a country and are perfect additions to any itinerary. In fact, 63 per cent of global travellers are likely to visit a Detour Destination on their next trip.”

The most popular iconic souvenirs were:

-Maple syrup from Canada (19%)

-Honey from New Zealand (16%)

-Watch from Switzerland (15%)

Reims (pictured), in France, is becoming a popular “detour Destination” for tourists wanting a more authentic taste of the country. Picture: Supplied

87 per cent of Aussies are interested in travelling to experience a natural phenomena in the coming year. (Pictured: Fukuoka, Japan) Picture: Supplied

Ausies are heading to different locations (pictured: Brescia, Italy), more off the beaten track, as part of the Detour Destinations trend. Picture: Supplied

Detour Destinations for 2025:

-Reims, France (detour from Paris)

-Brescia, Italy (detour from Milan)

-Cozumel, Mexico (detour from Cancun)

-Santa Barbara, California, USA (detour from Los Angeles)

-Waikato, New Zealand (detour from Auckland)

Originally published as Expedia Group surprising travel trend for 2025 sparked by Tiktok