A souvenir can be the reason to go somewhere, rather than something picked up on the way home. Skyscanner calls this pilgra-merch: travelling in pursuit of a particular keepsake, whether that is a grocery tote, a hotel cap or a design tied to one destination.
The booking platform includes the idea in its 2027 travel outlook, pointing to Trader Joe’s bags and Ritz Paris merchandise as examples. Price is not the defining feature; the attraction is finding an item with a recognisable connection to a place.
What the Travel Report Actually Shows
Skyscanner’s UK report found that 26% of surveyed travellers planned to bring home a souvenir in 2027. That snapshot comes from a OnePoll survey of 2,000 UK travellers conducted on June 11–18, 2026.
Buying a souvenir and booking a holiday specifically to buy one are different decisions. The figure measures the former, so it should not be read as evidence that a quarter of travellers are choosing destinations around shopping. For readers considering the idea, the more useful question is what makes a particular purchase worth a detour.
Japan’s FamilyMart Socks Come With a Local Twist
FamilyMart offers a concrete example of merchandise linked to geography. To mark its 45th anniversary, the Japanese convenience-store chain began releasing 47 prefecture-specific sock designs on September 4, 2026.
Each version takes its colours from a flower associated with that prefecture, and FamilyMart’s launch announcement says the designs are sold only at stores within their respective prefectures. The listed price is ¥600 per pair, including tax.
That gives the collection a practical distinction: visiting a different part of Japan changes which design you can look for. However, the chain notes that quantities and release timing vary by store. A regional edition is a shopping possibility, not a guarantee that every branch will have your size.
A Famous Souvenir Is Not Always Exclusive
There is an important difference between merchandise associated with a destination and merchandise available only there. Ritz Paris runs an online boutique with ready-to-wear, homeware, gifts, teddy bears and collaborations. The hotel’s name on a product does not, by itself, mean a trip to Paris is necessary to buy it.
For someone already visiting the city, choosing a keepsake in person may still be part of the pleasure. Before arranging an extra journey, though, compare the exact item with the official online range: a colour, collection or edition may matter more than the logo.
Availability also needs checking separately. Trader Joe’s product listing for its peach and blue mini insulated totes describes a limited-time item and asks customers to contact store staff for the current price and availability. A product page or a social-media photograph is not confirmation of stock for the date of your visit.
Make the Shopping Stop Fit the Trip
Start with the specific object you want, rather than a general promise of exclusivity. Check the official retailer, the relevant branch or region, opening hours and any restrictions on sales. Save the product name and a photograph so staff can distinguish it from a similar design.
Then weigh the whole detour: transport, time, luggage space and the possibility of coming away empty-handed. A small purchase can become an expensive errand if it requires an additional flight or overnight stay. Choose a neighbourhood or destination you would enjoy exploring even if the item sells out.
We have also explored Grand Odysseys, another 2027 travel theme built around a particular interest. The same planning question applies here: does the destination offer enough beyond the thing that first caught your attention?
The best keepsake need not be the hardest one to obtain. Something you will use regularly, bought during a day you enjoyed, can be a better reminder of a trip than an item collected solely because it appeared in someone else’s feed.
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