by Jurij Triller
Tourism and retail are no longer parallel industries, they are converging. Travelers today want more than shopping; they expect to be inspired, entertained, and recognized. Around the globe, shopping centers are reinventing themselves as destinations, attracting millions not just with stores but with experiences. Icons like Dubai Mall, Westfield London, and the Mall of America illustrate this transformation: they are not only retail hubs but cultural and tourist magnets. The shift is clear: consumers want stories, emotions, and digitally enabled personalization.
From global icons to market trends
The global shopping tourism market is expanding rapidly. Valued at over USD 292 billion in 2025, it is forecast to nearly double by 2032. Shopping centers themselves form a USD 6 trillion industry, but not all are thriving. In mature markets, visitor numbers and dwell times are declining, signaling the urgent need for reinvention.
Jurij Triller
Jurij Triller is the CEO of SOS Solutions based in Ljubljana, Slovenia
Tourists already make shopping a priority: according to UNWTO, 20–30% of global tourism spending goes to shopping, placing it among the top three motivators for travel alongside culture and gastronomy. Centers like the Dubai Mall, which welcomed over 105 million visitors in 2023, prove that when shopping is combined with attractions, leisure, and entertainment, retail becomes tourism. In North America, the Mall of America attracts 32 million visitors annually, while West Edmonton Mall records up to 200,000 visitors a day, supported by leisure and hospitality offerings. These destinations demonstrate how the boundaries between shopping and tourism are dissolving.
Consumer expectations: experiences first
The expectations of younger generations are accelerating this shift. A global survey by Eventbrite found that 78% of Millennials prefer to spend money on experiences over material goods, while PwC reports that 82% of Gen Z shoppers expect personalized experiences when interacting with brands. This explains why traditional malls are losing traction—consumers no longer come only to buy, but to feel, connect, and share.
At the same time, digital tools are shaping behavior. The global digital gift card market is growing at 17–18% CAGR. More than 60% of these cards are now purchased online, reflecting how convenience, flexibility, and digital integration define consumer habits.
How digitalization changes the game
The transformation is not just architectural—it is digital. The future of retail lies in seamless integration:digital gift cards, loyalty programs, real-time analytics, smart automation, immersive experiences, and mobile experiences. A guest today expects to be welcomed, guided, and rewarded.
A gift card is no longer only a payment tool but a means of engagement. Loyalty is not about generic coupons, but about personalized incentives shaped around affinities and interests. Mobile apps function as digital concierges, while analytics enable operators to respond to visitor behavior in real time. With the rise of AI, malls can even predict visitor needs—adapting offers based on weather, local events, or individual shopping history.
This evolution is often described as retailtainment or experiential retail. It is the difference between a simple shopping trip and a curated journey. When done right, shopping centers don’t just offer transactions—they host experiences.
Closer to my home, BTC City Ljubljana provides a strong regional example of this transition. As one of the largest shopping and business complexes in Central Europe, BTC City has embraced digitalization through SmartGifty, our solution for digital gift cards.
By implementing SmartGifty, BTC City created a modern, seamless way for visitors to purchase and use gift cards across dozens of tenants. But the real value lies deeper: SmartGifty opens pathways for cross-store spending, encourages repeat visits, and sets the stage for future loyalty programs based on affinities. For BTC City, the gift card has become not just a product, but a strategic driver of engagement and tourism appeal.
Our journey: from retail solutions to smart destinations
At SOS Solutions Ljubljana, we understand this journey because it mirrors our own. When we started, our focus was on providing technology for shopping centers and retail chains: solutions for digital gift cards, loyalty programs, and event management. Step by step, we saw how these tools created not just better retail operations, but richer visitor experiences.
The next step was natural: we extended our expertise from retail into tourist destinations. Tourist boards, as central actors in uniting local providers, began to use our digital platforms to connect different stakeholders, understand visitors, reward loyalty, and personalize offers. Over time, we realized that the real potential lies in the connection between retail and tourism.
That is why today, through SmartGifty, we offer a complete solution for smart shopping destinations. A place where a visitor is treated like a guest, where every interaction is recognized, and where technology supports meaningful experiences.
Today, we operate across multiple countries, with more than 50 shopping centers and over 2,500 stores already using our solutions. This scale gives us not only reach but insight, as every project enriches our ability to deliver better, more innovative, and more personalized customer journeys.
Sustainability & responsibility
Digitalization also brings sustainability benefits. Digital gift cards reduce the need for plastic and paper, while centralized analytics help reduce waste by optimizing campaigns and resource use. For shopping centers that aim to position themselves as future-proof, being both digitally smart and environmentally responsible will be the winning combination.
CEE Perspective: A Region Ready for Change
Central and Eastern Europe is particularly ripe for this transformation. With a strong network of shopping centers but relatively early stages of digital adoption, the region has the opportunity to leapfrog directly into the era of smart destinations. By connecting retail with tourism through digital tools, CEE shopping centers can enhance competitiveness not only locally but also on the European stage.
Conclusion
The merging of tourism and retail is reshaping how people engage with places. Global icons show the potential, but local pioneers like BTC City Ljubljana prove that the transformation is already happening here in our region.
For us at SOS Solutions, the path has been clear: from retail solutions to digital destination platforms, and now to smart shopping destinations that unite both worlds.
As author of this article, I believe this journey has always been about more than technology. It is about connecting people, places, and stories. SmartGifty is the bridge that allows shopping centers to become true smart destinations – where retail meets tourism, and every visitor feels like a valued guest.
