One of the travel trends of 2024, retailtainment is the combination of retail and entertainment. Think visiting VR exhibits in Tokyo’s shopping districts, having breakfast at Tiffany’s in New York, or touring Galeries Lafayette in Paris before shopping — both retail and entertainment are involved. 

Why is retail tourism important?

A recent WTTC report highlighted how retail tourism played a key role in the recovery of the Travel & Tourism sector post-pandemic. Shopping is no longer just buying sovenirs — it’s a travel activity helping people choose destinations, support local brands and shop owners, and contribute to the country’s economy. 

To curate retail experiences intertwined with the local culture, check out our Booking Engine with 16,000+ experiences — and let your clients know what to expect in the world’s best retailtainment destinations:

• Enhanced shopping experiences: Where travelers can organize visits to shopping streets, discount fairs, and luxury malls, or book an appointment with a personal stylist. 
• Cultural immersion: Shopping can open up a new array of cultural experiences. For example, visiting beauty shops in Seoul helps understand the country’s rich beauty traditions.
• New travel activities: In many destinations, there are shopping festivals, workshops, cooking classes, and historic tours, making up the “entertainment” part of retailtainment.

Top destinations for retail tourism

Here are the 7 best destinations for shopping, all presenting their own unique retail experiences. 

1. For beauty and skincare: Seoul, South Korea

South Korea has become a beauty hotspot. Olive Young, known as the Korean Sephora, is one of the popular beauty store chains, with over 1,000 stores around the country. For travelers, the Myeongdong Flagship Store in Seoul stands out. Thanks to its English-speaking staff and a wide variety of Korean skincare and makeup products, the store attracts visitors from all over the world. Impressed by the store’s design, many international tourists now consider it a must-visit in their Seoul itinerary. 

But before shopping for makeup, how about getting expert advice on what colour of products to buy? Meet Personal Color Analysis, a TikTok-viral trend that has been used by Korean politicians and CEOs for years. Now popular among tourists, it involves working with a color consultant to find out which colours highlight a person’s facial features, and which ones to avoid for makeup, clothing, and accessories. Let your clients know so they can start discovering Korean beauty secrets!

2. For luxury shopping: Dubai, United Arab Emirates 

Dubai is a luxury shopper’s paradise. There’s Dubai Mall with the world’s best fashion brands, Mercato Mall with its 15th-century-Italy-inspired decorations, the City Walk Mall with the best views of the Burj Khalifa, and more. Inside, travelers can find luxury brands offering premium services such as in-mall chauffeurs and personal shoppers.

But malls aren’t all Dubai has for retailtainment. Every year, between December and January, Dubai hosts the Dubai Shopping Festival. Visitors get to benefit from generous sales, participate in prize draws, and attend live shows. In 2023, there were over 100 live shows, including concerts, performing arts, and DJ performances. This year’s Dubai Shopping Festival will take place between 13 December and 19 January, perfect timing for a New Year’s Eve celebration.

3. For Instagrammable malls: Bangkok, Thailand

Besides its lively street markets, Bangkok is also home to equally Instagrammable malls. Terminal 21, for example, gets its inspiration from eight different places: the Caribbean, Rome, Paris, Tokyo, London, Istanbul, San Francisco and Hollywood. Each floor is dedicated to one of these destinations — for example, the Istanbul floor has a Turkish bazaar.

For luxury Thai designer brands and curated art exhibits, recommend Gaysorn Village in Ratchaprasong. One minute from Gaysorn Village is Ratchaprasong SkyWalk — the famous elevated pedestrian bridge. Not only does it connect Gaysorn Village with other shopping malls like CentralWorld and Erawan Bangkok, but it also offers picturesque views of Bangkok, yet another Instagrammable moment!

Culture-lovers will also appreciate the sights and sounds of Bangkok's Damnoen Saduak Floating Markets, for a quieter but no-less Instagrammable experience of some of the best local produce and an intimate look at every day life.

4. For the best flagship stores: New York, United States

Walking on New York’s iconic Fifth Avenue could be an exhilarating experience on its own. On the way, travelers can stop by some flagship stores to learn more about the city’s retail scene full of fashion, colour, and creativity. 

Recommend to your clients that they start the day by having breakfast at Tiffany’s — launched in 2019, Blue Box Cafe is located inside The Landmark, Tiffany’s flagship store on Fifth Avenue. Michelin-starred French chef Daniel Boulud is the artist behind the menu, preparing New York classics with a French touch. 

For sports lovers, Nike’s House of Innovation has tons of brand experiences, including creating customised trainers. Another NYC staple, Macy’s also makes sure visitors are entertained — you can book them on Macy’s history tours, organize for them to enjoy fine dining in the store, or even get advice from a personal stylist for free. What better way for your clients to experience New York than to dress like a New Yorker?

5. For art and fashion: Paris

Your clients can people-watch in Parisian cafes, breathe in the atmosphere of the fashion capital, visit architectural wonders, or do all of this at the same time with a visit to Galeries Lafayette!

Hosting hundreds of fashion brands and gourmet restaurants, Galeries Lafayette is one of the most beautiful shopping centres in the world. Its Art-Nouveau architecture is characterised by its 43-metre glass Coupole, dating back to the 19th century. For starters, book a guided heritage tour to get your clients amazed by its rich history. Then, recommend the Parisian Shopping Experience to shop like a Parisian. This tour lasts a couple of hours, as Galeries Lafayette experts take visitors shopping and give fashion advice. Alternatively your clients can try the Macaron Bakery Class, and learn how to bake delicious macarons like a pro. They definitely shouldn't miss the panoramic city view on Galeries Lafayette’s 8th floor — from the Eiffel Tower to Sacré Cœur, all the city’s landmarks will be shining beneath your clients’ feet.

Luxury travelers will enjoy The Golden Triangle, featuring high-end brands like Louis Vuitton and Yves Saint Laurent. For concept stores, suggest Le Marais neighbourhood. Department stores like Merci have everything from clothing to decoration. Once they're done, get a table at one of Merci’s cafés, Le Used Book Café or Le Café de Non Merci, to complete the full circle and people-watch in Parisian style.

6. For a hint of Hollywood glamour: Los Angeles

Let “Pretty Woman” play in the background as travelers hit the top-notch boutiques on Rodeo Drive, and feel like a Hollywood star for a day. 

We suggest travelers start the day set-jetting by going to an iconic Pretty Woman spot: Beverly Wilshire Hotel, the hotel in the film. It even has a Pretty Woman for a Day Package, offering behind-the-scenes tours of Rodeo Drive boutiques and personal stylist appointments. 

After your clients have walked the tree-lined streets of Rodeo Drive, enjoyed a glass of wine at the hotel and shopped like Vivian did in Pretty Woman, it’s time for another LA classic: Jewelry District. Here, they'll find the best wholesalers, retailers, and manufacturers selling high-quality jewellery and designer products. Consider booking a Jewelry District tour that includes showroom visits, designer meetups, and private exhibitions.

7. For high-tech meets kawaii: Tokyo

It's no secret that Japan is one of the go-to destinations for all things tech-focused, kawaii (cute), and innovation by the bucket-load!

Of course, many travelers may have seen Tokyo’s famous vending machines which sell anything and everything - ramen, toys, burgers, noodles, you name it - but this is only a small part of the city’s shopping scene. There are affordable 100 yen shops, high-tech galleries, shopping festivals, and more! 

And travelers can head to Harajuku to have it all at the same time. Galaxy Harajuku, Samsung Galaxy’s brand experience, regularly hosts immersive exhibitions featuring virtual reality. One of the more recent exhibitions, Dinosaur Forest, saw visitors move between VR dinosaurs, revealed through their smartphones. Tech-savvy clients can then be amazed at Tokyu Plaza Omotesando Harajuku Shopping Mall - its mirror glass-covered kaleidoscopic entrance presents endless photo opportunities. A short walk away from the mall is Takeshita Street, full of brightly-coloured shops in distinctive Japanese kawaii fashion.

Every year, Japan hosts the Japan Shopping Festival giving out coupons and offering sales across 500 brands. Besides shopping, there are also cultural workshops perfect for experience Japan's rich history, such as rice ball making classes or earring and piercing workshops.