What: A new 'goods getaway' trend is emerging where travelers choose destinations based on unique product availability, as evidenced by viral Dubai chocolate and Korean beauty product phenomena.

Why it is important: This trend signals a fundamental shift in travel retail, where product exclusivity and social media influence are becoming primary drivers of destination choice, creating new opportunities for retailers to attract international customers.

A significant transformation is occurring in global travel retail as consumers increasingly plan their journeys around specific shopping destinations and unique products. This emerging 'goods getaway' trend is particularly evident in two case studies: a viral Dubai chocolate bar that created distinct transaction peaks on delivery apps, and Korean beauty products driving increased tourist spending in South Korea.

The trend is being shaped by demographic and technological factors, with Gen Z, representing a quarter of the world's population in 2024 and projected to account for 30% of all travelers by 2030, leading this shift. Analysis of VisaNet data reveals how product availability in specific locations is no longer just a travel coincidence but a key motivator for destination choice. This evolution is creating new opportunities for both retailers and financial institutions to develop targeted strategies that cater to these travel-motivated consumers, particularly through digital platforms and exclusive offerings.

IADS Notes: The emergence of "goods getaways" in February 2025 represents a significant evolution in travel retail, building on several key trends observed throughout 2024. This shift aligns with findings from November 2024 showing how Gen Z travelers are fundamentally redefining travel retail by prioritizing immersive experiences over traditional duty-free shopping. The trend is supported by May 2024 projections indicating the global travel retail market's expected growth to USD 121.09 billion by 2029, driven by changing consumer behaviors and digital integration. This transformation is particularly evident in the Chinese market, where November 2024 data showed over 70% of travelers now plan their trips around shopping activities. The post-pandemic surge in tourism has particularly benefited fashion and beauty retailers, as noted in July 2024, though spending patterns have shifted significantly from traditional shopping to experience-driven consumption. These developments collectively signal a new era in travel retail, where product exclusivity and experiential elements are becoming primary drivers of destination choice.

Chocolate trails and beauty tales: ‘Goods getaways’ are on the rise