This Content Is Only For Subscribers
Food-focused travel is continuing to shape visitor behaviour, with new research highlighting growing interest in market-led experiences and local food discovery.
Booking.com says its latest insights show a rise in so-called “trolley tourism”, where travellers seek out local food markets and supermarkets as part of their travel experience.
According to the platform’s research, 84 per cent of Kiwi travellers say they shop like locals while travelling, while 19 per cent prioritise seafood when staying in holiday homes or alternative accommodation.
Markets becoming destinations
The trend reflects a broader shift towards experience-led travel, where food and local culture are central to trip planning.
In Australia, Sydney’s new Sydney Fish Market is being positioned as a standalone attraction, with curated visitor experiences designed around food sourcing and preparation.
Chef Peter Gilmore says markets offer a strong connection to place.
“The best way to understand a destination is through its markets — it’s where a place’s true flavours live,” Peter says.
Experience-led accommodation
The trend is also influencing accommodation choices, with travellers increasingly seeking stays that incorporate food experiences, particularly in private homes, apartments and unique properties.
Booking.com regional manager Todd Lacey says local food experiences are becoming a core part of how travellers engage with destinations.
“Local markets aren’t just a stop on the itinerary anymore; they’re becoming the destination,” Todd says.
Implications for tourism
The rise of food-led travel highlights opportunities for destinations to develop experiences that combine accommodation, local producers and cultural storytelling.
For New Zealand, the trend reinforces the value of regional food tourism, particularly in areas where local produce, seafood and market experiences can be integrated into the visitor offering.
