Move over wine tastings and bar crawls — a new kind of travel is on the rise, and it smells like fresh croissants and sourdough. Across the UK and beyond, “bakery tourism” is inspiring people to plan entire trips, hikes, and even international vacations around one goal: tasting the best baked goods a region has to offer.
From Scotland to Somerset, dedicated “bakery pilgrims” trek across cities and countryside for that perfect bite. Dan Warren and his wife, Dee Johnson, hiked 225 miles to the west coast town of Mallaig just to reach the Bakehouse and enjoy its crème pâtissière-filled brioche bun. Cyclist Maddy Nutt once rode five hours to Ramsgate’s Staple Stores for a croissant, arriving minutes before closing time.
What drives this flour-fueled wanderlust? Beyond the unique flavors, it’s the craftsmanship. These are not your average supermarket pastries. Small, often owner-run bakeries like Landrace in Bath, Lovingly Artisan in Kendal, and Lannan in Edinburgh serve up meticulously made, often sustainably sourced creations that transform familiar bakes into unforgettable experiences. Think miso bacon escargots, kimchi-egg danishes, and pistachio-filled Italian croissants.
Even international travelers are catching the scent. Chie and Karin Takita from Japan added Landrace to their UK itinerary after discovering it on Instagram, and others have flown in from Canada and New Zealand just to visit Lannan, a bakery with a cult-like following in Edinburgh.
This trend isn’t just about indulgence. For many, it replaces other forms of leisure travel. A weekend road trip becomes a bakery crawl. An endurance cycle gains a reward at the finish line. Long queues are part of the experience, often filled with tips from fellow pastry enthusiasts.
Behind the counter, bakers are feeling the pressure — and the pride. Lannan’s Darcie Maher recalls sleeping in the bakery during its early days due to overwhelming demand. Now, she leads a growing team serving an international clientele.
Whether it’s a sourdough in Kendal or a croissant bomb in Cardiff, the destination is delicious — and the journey, worth every mile.