Bakery tourism: 'There's no limit on how far we'll travel for pastries'

Jessica Morgan-Helliwell and her mother Louise are part of a growing trend in bakery tourism, traveling across the UK and beyond to sample pastries and breads from craft bakeries. The UK bakery market, worth £5.74bn, has seen a rise in small bakeries, with customers influenced by online trends and viral dishes. Bakeries like Pettigrew Bakery in Cardiff have benefited from bakery tourism, as customers are willing to pay for quality products like flaky pastries as an affordable luxury during economic challenges.