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TRAVEL & TOURISM SEPTEMBER 25, 2026 | The Indian Eye 48

Culinary Tourism Reshapes Supermarket

India’s Travel Economy Safaris Turn
Grocery

Shopping into a
ndia’s rich culinary heritage is
emerging as a powerful driver of
Itourism, encouraging travellers Travel Experience
to explore destinations through their
food, traditions and local communi- visit to a foreign supermar-
ties. From street-food walks and re- A
ket is emerging as an unlikely
gional cooking classes to food festi- highlight of international trav-
vals and farm visits, culinary tourism el, with tourists increasingly exploring
is creating new opportunities for busi- grocery aisles to discover local food,
nesses and strengthening the connec- culture and everyday life. Dubbed the
tion between travel and local culture. “supermarket safari”, the trend en-
Unlike conventional tourism, courages travellers to treat ordinary
which often focuses on monuments shopping trips as a way to understand
and scenic attractions, culinary tour- a destination beyond its traditional at-
ism makes food a central part of the tractions.
travel experience. Travellers are in- The idea has gained attention
creasingly seeking authentic region- online as travellers share their super-
al flavours and experiences that help market finds, from unfamiliar snacks
them understand the history and tra- to Kerala’s coastal cuisine and the However, experts emphasise and regional ingredients to distinctive
ditions of a place. street food of Delhi and Mumbai, the need for better infrastructure, packaging and products rarely seen at
The trend is benefiting small each region offers a distinct culi- hygiene standards, trained guides home. For many, the experience of-
businesses, including local eateries, nary identity. These food traditions and sustainable tourism practices. fers a more personal glimpse into how
food vendors, farmers, artisans and can become attractions in their own Responsible development will be es- people in another country eat, shop
hospitality providers. By encourag- right, encouraging visitors to explore sential to ensure that growing visitor and live.
ing visitors to spend on locally pro- lesser-known destinations. numbers benefit local communities Unlike conventional sightseeing,
duced food and experiences, it can Culinary tourism also supports without damaging cultural or envi- supermarket tourism requires little
help distribute tourism income be- cultural preservation by creating de- ronmental resources. planning or expense. A traveller can
yond major hotels and established mand for traditional recipes, indig- As travellers increasingly seek simply walk into a neighbourhood
tourist destinations. enous ingredients and local cooking meaningful experiences rather than store, browse the shelves and observe
India’s diverse cuisine gives it a practices. Food festivals, heritage walks sightseeing alone, India’s food cul- what makes the local market differ-
significant advantage in this growing and hands-on cooking experiences ture is positioning itself as an im- ent. The appeal lies partly in the unex-
segment. From Punjab’s traditional can further promote regional iden- portant contributor to the country’s pected discoveries: a familiar product
dishes and Rajasthan’s rich flavours tities while generating employment. tourism economy. with a different flavour, a new ingredi-
ent or a local favourite that does not
appear on tourist menus.
Kerala to Roll Out interest in everyday experiences rath-
The trend also reflects a growing

er than only famous landmarks. While
Green Marshals at Tourist Spots museums, monuments and scenic des-
tinations remain central to travel, or-
dinary spaces can offer a closer look
at local habits and culture.
erala’s Tourism Department intended to establish an effective, The department aims to ensure that For some travellers, supermarkets
will officially roll out its day-to-day mechanism for monitor- the personnel appointed to assist have long been an essential stop on their
KGreen Marshal initiative on ing tourist spots. visitors are trained to conduct them- itineraries. The recent online attention
October 9 to make tourist destina- The safety component assumes selves professionally. has given the habit a catchy name and
tions safer, cleaner and more wom- particular importance amid the The first phase is expected to introduced it to a wider audience.
en-friendly. The programme will cre- growing number of women travelling generate employment for around However, the experience is best
ate a trained local workforce to assist alone. The minister said the initiative 180 people. Applicants aged 20 to 40 approached with curiosity rather than
visitors, monitor safety and address would help solo travellers feel more with SSLC as the minimum educa- judgment. Products, prices and shop-
gaps in basic facilities. secure and ensure that assistance is tional qualification will be eligible for ping habits vary widely, and a super-
The initiative will initially be available when needed. Green Mar- the positions. market visit offers only one small win-
introduced at selected tourist des- shals will also aid tourists during The initiative also seeks to im- dow into a place.
tinations, with a focus on visitor emergencies and report problems prove Kerala’s image as a sustain- As travel trends continue to
assistance, cleanliness, waste man- affecting their experience. able tourism destination. The move evolve through social media, the su-
agement, environmental protection Those selected will undergo comes as Kerala seeks to strengthen permarket safari suggests that mean-
and the upkeep of public facilities. training in destination management, responsible tourism while responding ingful discoveries may be found not
Tourism and Culture Minister P C environmental responsibilities and to the changing needs of visitors, par- only at iconic destinations, but also
Vishnunadh said the programme is appropriate interaction with tourists. ticularly women and solo travellers. in the aisles of an everyday store.

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