Shopping Tourism

Shopping Tourism is becoming an increasingly relevant component of the tourism value chain. Shopping has converted into a determinant factor affecting destination choice, an important component of the overall travel experience and, in some cases the prime travel motivation. Destinations have thus an immense opportunity to leverage this new market trend by developing authentic and unique shopping experiences that add value to their touristic offer while reinforcing, and even, defining their tourism brand and positioning.

More importantly, shopping is one of the major categories of tourists’ expenditure, representing a significant source of income for national economies both directly and through the many linkages to other sectors in the economy. 




UNWTO Affiliate Members Reports, Volume 8, Global Report on Shopping Tourism 

This report explores the importance of shopping tourism as a driver of economic development, its emergence as a main motivation for travel, its increasing significance as part of the overall tourism offer and the keys for its success, both from the destination’s perspective as from the needs from the shopping tourist. The publication includes experiences and success stories by Affiliate Members from around the world, who we deeply thank for their contributions to the study.


Product Development Project
  • (Forthcoming) UNWTO Shopping Tourism Product Development Project (Guanajuato, Mexico)

The Precious Time project was created to develop a tourism product targeting the premium segment in cities and serve as a model for tourism product development in urban destinations. The project gathered public and private sector partners from diverse areas such as technology, hospitality, arts and culture, handicrafts, retail shoppers, design and insurance, working together under a guiding theme to create new and innovative products, targeted at an urbanite tourist. 

The pilot project was conducted in the city of Madrid in 2014 in collaboration with the Madrid City Council and with the support of Ministry of Industry, Energy and Tourism of Spain. Read more