Have you ever found yourself standing in a ridiculously long line for a snack, only to realize you're not even sure why you're there? Welcome to the bizarre world of viral food tourism, where ordinary treats become global sensations, and travelers willingly sacrifice hours of their vacation time just to say they’ve tried the latest TikTok-famous bite. But here’s where it gets controversial: is this phenomenon a harmless trend, or is it a symptom of something deeper—a shift in how we experience travel, fueled by social media and the pressure to perform? Let’s dive in.
From Amsterdam’s FabelFriet to New York’s L’Industrie pizza, and from London’s Beigel Bake to Japan’s I’m Donut?, the trend is undeniable. People are queuing for hours, not just for the food, but for the experience—or rather, the performance of it. Picture this: Thomas A.P. van Leeuwen, an academic living in Amsterdam, watches daily as tourists flock to FabelFriet, cones of fries in hand, posing against the picturesque backdrop of Keizersgracht for their Instagram stories. It’s not just about the taste; it’s about the post. And this is the part most people miss: the food itself is often secondary to the social currency it provides.
But why do we do it? Psychologists point to the fear of missing out (FOMO) and the power of social proof. Rachel S. Herz, a professor of psychiatry and human behavior, explains that seeing others in line makes the experience seem more desirable, triggering that nagging feeling that we might miss something special. Cathrine Jansson-Boyd, a consumer psychology expert, adds that repeated exposure to these queues—often through social media—normalizes the behavior, making it feel almost obligatory. And here’s the kicker: these queues aren’t accidental discoveries; they’re curated experiences, found on personalized feeds rather than stumbled upon by chance. The pressure to join in isn’t just about the food—it’s about belonging to a community, even if that community is virtual.
But FOMO isn’t the whole story. The rise of travel as performance has transformed how we engage with these experiences. Sara Dolnicar, a professor at The University of Queensland, notes that social media gives travelers a stage to showcase their adventures. A quick search on TikTok for #stroopwafel or #friet reveals thousands of videos of people not just eating, but performing their experience—filming themselves in line, rating the food, and posing with their purchase. It’s travel as theater, and we’re all actors and audience members at the same time.
Here’s where it gets even more complicated: this trend isn’t just shaping our behavior—it’s reshaping entire neighborhoods. When a place goes viral, it’s often overwhelmed by the sudden influx of visitors. Locals in Amsterdam’s De Negen Straatjes, for example, are pushing back against the crowds drawn to FabelFriet, citing noise, litter, and a decline in quality of life. The irony? Making a hotspot even hotter rarely benefits the community. As Dolnicar puts it, the risk of backlash is substantial. And yet, the queues persist, fueled by algorithms that prioritize popularity over diversity, creating an illusion of discovery where everyone seems to find the same hidden gem at the same time.
So, what’s the takeaway? While standing in line for viral food might seem like a harmless way to connect with others, it’s also a reflection of how social media is redefining travel. It’s about more than just the food—it’s about status, performance, and the desire to be part of something bigger. But is this the kind of travel experience we want? Are we losing the joy of spontaneous discovery in favor of curated, algorithm-driven adventures? Let’s start the conversation. What do you think? Is queuing for viral food a fun trend, or a troubling shift in how we explore the world? Share your thoughts below—I’d love to hear your take.
