‘Bakery tourism’ is the sweet new travel trend for Gen Z and food lovers

Bakery tourism is on the rise, with people traveling far and wide to try the perfect pastry or artisan bun. Long lines are often part of the appeal, signaling that you've found the right spot. Jessica Morgan-Helliwell and her mother Louise Church are self-proclaimed "bakery tourists" who visit at least one new artisan bakery every weekend and plan international trips around bucket-list pastry spots. Social media drives the trend, with itineraries crafted from viral videos documenting Paris croissant crawls and East London bakery tours. Independent bakeries are having a major moment, with inventive takes on familiar treats like cube-shaped croissants and pastries filled with fruit. The trend reflects our growing appetite for small indulgences, known as the "lipstick effect," where spending on small luxuries can offer emotional benefits like restoring control and easing sadness. According to the British Baker website, 80% of Gen Zers say a daily sweet treat boosts their mental health. Getting coffee and a sweet treat has become an event in itself, with people using any excuse to get out of the house and break bread.