Antonio Santos del Valle
The transformative power of every tourism dollar
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Other articles by the author: Shopping tourism as an asset in the tourist offer of destinations; Climate Change and its Impact on Tourism; Tourism, crafts and cultural identity ; Community-based tourism and some new management models; Approach to wellness and health tourism; Luxury Tourism Trends. An Observer's Perspective; Global shopping tourism outlook (2024-2031); The Archaeological Site of Gadir as a tourist resource in the city of Cadiz; Artificial Intelligence in the transformation of the Fashion Industry; The Paris Olympics, tourism and a country's image; Tourism in Spain: an economic and social engine with emerging challenges; Magical Towns: history, characteristics and opportunities for Tourism Development; Strategic Tourism and Strategic Tourism Strategy; The Polite fashion brand as an example of shopping tourism: the influence of Ibagué (Colombia) on international fashion; Chocoshow 2024: a tribute to Colombian cocoa and the tireless work of FEDECACAO; The transformation of shopping centres: evolution, strategies and consumer behaviour; The transformative power of every tourism dollar
Antonio Santos del Valle
The transformative power of every tourism dollar
In a world moving toward more sustainable, resilient, and inclusive economic models—yet marked by uncertainty—tourism stands out as one of the activities with the greatest potential for direct territorial impact. Often underestimated due to its recreational or leisure-based nature, tourism is in fact a first-rate economic force that mobilizes millions of people, drives cross-sector industries, activates local employment and production networks, and generates an economic spillover that exceeds many other economic activities. However, the true transformative power of tourism does not lie solely in major investments, megaprojects, or macroeconomic figures, but in the individual spending decisions made by each traveler: from a night in a family-run inn to a simple cup of coffee, a ticket to a local museum, or a purchase in a neighborhood store.
According to MasterCard data, tourism represents about 10% of global Gross Domestic Product (GDP) and supports one in every ten jobs worldwide. These figures are even more striking in regions where tourism is one of the few pathways to economic development and social cohesion. But for this potential to materialize in a fair and lasting way, it is essential to understand how and where that money is spent. It makes a difference whether spending is concentrated in international chains that extract value from the country, or distributed among small entrepreneurs, local producers, and host communities. This is where each tourism purchase decision gains strategic relevance.
Within the broad spectrum of tourism spending—which includes transportation, accommodation, food, leisure, excursions, insurance, and various services—shopping represents a particularly interesting component. Shopping during travel not only generates income; in many cases, it becomes a cultural experience in itself. So-called shopping tourism, beyond being an emerging sector category, reflects the importance of purchases as both a motivation and a practice associated with enjoying the destination. Buying local products, clothing, handicrafts, souvenirs, or even luxury goods has become an integral part of the travel itinerary for millions of people around the world.
It is important to distinguish shopping tourism, where the tourist’s main or complementary motivation is to acquire products or services—whether international from well-known brands, or local and traditional and related to the cultural identity of the area—generating both economic and cultural impact at the destination.
The difference between general tourism spending and shopping expenditure lies in the intentionality and destination of the money. While general spending may be driven by basic needs—eating, sleeping, getting around—tourist shopping is often tied to more emotional, cultural, or symbolic decisions. A traveler may choose to buy a local product because they want to “take a piece” of the destination with them, support an artisan, or because they’ve found something authentic, unique, and unrepeatable. This subjective dimension turns shopping into a form of connection with the place visited and, at the same time, into a direct source of income for the productive fabric closest to the territory.
In countries like France, Italy, the United Kingdom, the United States, Mexico, Morocco, Turkey, Peru, Spain, or Thailand, shopping tourism represents a fundamental pillar of total tourism spending.
Often, what visitors spend in markets, shops, malls, or craft fairs far exceeds their expenses on lodging or meals. In urban destinations, for example, shopping routes have become true tourism attractions, while in rural areas, purchases of agro-food or textile products help sustain traditional ways of life and preserve intangible cultural heritage.
This type of tourism—in which shopping is central or a significant part of the experience—also has a powerful multiplier effect. When tourist money is invested in local products, it activates a value chain that includes primary producers, designers, transporters, retailers, and service workers. A single purchase can mean employment for many, especially in the informal economies that are widespread in tourism destinations in developing countries.
In this regard, digitalization has opened up new possibilities. The use of digital payments, mobile wallets, and electronic platforms has allowed thousands of small businesses to access tourism flows without relying on cash, improving security, traceability, and financial inclusion, and enabling actors in the informal economy to become part of the formal value chain. This transformation is key, as many rural communities or peripheral neighborhoods—with unique and appealing products—were previously excluded from the formal tourism consumption chain.
Moreover, digital tools make it easier to connect supply and demand, allowing travelers to learn in advance about local markets, fair-trade initiatives, sustainable shopping routes, or authentic shopping experiences directly from producers. Technology platforms led by both global and local actors offer not only accessible payment systems but also valuable data for analyzing consumption patterns, which help governments and businesses design better tourism policies and commercial promotion strategies.
Shopping tourism is also a tool for cultural diplomacy and exchange between tourists and local citizens. Through purchases, visitors engage with the traditions of the place, discover new materials, flavors, and aesthetics, and become spontaneous ambassadors for the destination as they bring its products to other countries. In many cases, the tourist buying directly from an artisan is supporting processes such as women’s empowerment or environmental sustainability.
However, for this to become a reality, coordinated action between public, private, and community actors is essential. Tourism authorities must design policies that strengthen local commercial ecosystems, identify products with added value, promote territorial brands, and link tourism circuits with production zones. Companies must facilitate distribution channels, support training processes, and ensure compliance with fair trade principles. And tourists themselves must be sensitized to choose increasingly authentic, locally made products with a positive impact.
Tourism is an extremely dynamic activity. Therefore, it is not enough to simply attract visitors again: we must redesign the economic dynamics generated by tourism. And in this process, shopping tourism plays a crucial role. It is one of the sectors where tourism spending most directly translates into benefits for people, where visitors can exercise their decision-making power most freely, and where communities find a tangible path toward improving their living conditions.
It is time to look beyond the big numbers and focus on what happens in the streets, markets, neighborhood stores, and craft workshops. Every transaction, no matter how small it may seem, can make a difference. In tourism, what seems small is often the most transformative. Every dollar spent consciously, locally, and responsibly has the power to create jobs, preserve cultures, promote development, and build bridges between worlds.
Shopping tourism, purchases, and spending are, ultimately, much more than a trend—they are an opportunity to make tourism a truly inclusive force. Because in the universe of the tourism economy, every purchase has value, and every tourist decision counts.
Author: Antonio Santos del Valle
President, Tourism and Society Think Tank
International Consultant and Advisor.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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