{"id":2191384,"date":"2026-10-12T08:53:04","date_gmt":"2026-10-12T05:53:04","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2191384"},"modified":"2026-10-12T08:53:04","modified_gmt":"2026-10-12T05:53:04","slug":"what-is-pilgra-merch-the-travel-trend-turning-souvenirs-into-trip-inspiration","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2191384","title":{"rendered":"What is \u2018pilgra-merch\u2019? The travel trend turning souvenirs into trip inspiration"},"content":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/94\/84\/95\/1200x675_cmsv2_9ab074bc-60e9-5002-b69b-13980920182b-9948495.jpg&#8221;]<\/p>\n<article id=\"abe-2932330-pos1-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1\" data-nid=\"2932330\" data-cid=\"9945960\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932330-label-pos1-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/59\/60\/189x106_cmsv2_17cf8bbc-59f0-5e7c-8aef-39693c92a602-9945960.jpg\" loading=\"lazy\" alt=\"&apos;Street Fighter&apos;; Charles Hascoet, Labubu #1, 2025; Fontaines D.C. &apos;Dopamine Chamber&apos;. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Culture news<\/p>\n<div class=\"the-media-object__title  \">\n<p>    The best things to do, hear, see or watch in Europe this week\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2932928-pos2-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1\" data-nid=\"2932928\" data-cid=\"9948450\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932928-label-pos2-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/84\/50\/189x106_cmsv2_852ad4d0-d24d-5e2e-bace-58be3b99a036-9948450.jpg\" loading=\"lazy\" alt=\"Germany&apos;s Chancellor Friedrich Merz, right, talks to European Council President Antonio Costa during a round table meeting at the EU summit in Brussels, Friday, June 19, 2026.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Germany leads backlash against EU budget plan ahead of summit\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2932922-pos3-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1\" data-nid=\"2932922\" data-cid=\"9948430\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932922-label-pos3-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/84\/30\/189x106_cmsv2_95cdb947-ac08-5351-ac23-2438a4e99e91-9948430.jpg\" loading=\"lazy\" alt=\"A fire at the March\u00e9 Couvert des Enfants Rouges in Paris, 12 October, 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Fire totally destroys oldest covered food market in Paris\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2932900-pos4-c-latest-stories\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1\" data-nid=\"2932900\" data-cid=\"9948287\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932900-label-pos4-c-latest-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/82\/87\/189x106_cmsv2_45f2e5bf-bcd4-59f5-bf69-58fa3f918189-9948287.jpg\" loading=\"lazy\" alt=\"High Representative Kaja Kallas in Luxembourg.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    EU decries Trump-Putin diesel deal, insists sanctions will continue\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2932330-pos1-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2\" data-nid=\"2932330\" data-cid=\"9945960\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932330-label-pos1-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/59\/60\/189x106_cmsv2_17cf8bbc-59f0-5e7c-8aef-39693c92a602-9945960.jpg\" loading=\"lazy\" alt=\"&apos;Street Fighter&apos;; Charles Hascoet, Labubu #1, 2025; Fontaines D.C. &apos;Dopamine Chamber&apos;. \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Culture news<\/p>\n<div class=\"the-media-object__title  \">\n<p>    The best things to do, hear, see or watch in Europe this week\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2932928-pos2-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2\" data-nid=\"2932928\" data-cid=\"9948450\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932928-label-pos2-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/84\/50\/189x106_cmsv2_852ad4d0-d24d-5e2e-bace-58be3b99a036-9948450.jpg\" loading=\"lazy\" alt=\"Germany&apos;s Chancellor Friedrich Merz, right, talks to European Council President Antonio Costa during a round table meeting at the EU summit in Brussels, Friday, June 19, 2026.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Germany leads backlash against EU budget plan ahead of summit\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2932922-pos3-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2\" data-nid=\"2932922\" data-cid=\"9948430\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932922-label-pos3-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/84\/30\/189x106_cmsv2_95cdb947-ac08-5351-ac23-2438a4e99e91-9948430.jpg\" loading=\"lazy\" alt=\"A fire at the March\u00e9 Couvert des Enfants Rouges in Paris, 12 October, 2026\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    Fire totally destroys oldest covered food market in Paris\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article id=\"abe-2932900-pos4-c-latest-stories-sidebar\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2\" data-nid=\"2932900\" data-cid=\"9948287\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932900-label-pos4-c-latest-stories-sidebar\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/82\/87\/189x106_cmsv2_45f2e5bf-bcd4-59f5-bf69-58fa3f918189-9948287.jpg\" loading=\"lazy\" alt=\"High Representative Kaja Kallas in Luxembourg.\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Europe News<\/p>\n<div class=\"the-media-object__title  \">\n<p>    EU decries Trump-Putin diesel deal, insists sanctions will continue\n  <\/p><\/div>\n<\/div>\n<\/article>\n<article class=\"helper-site-row o-article-newsy\">\n<div class=\"helper-site-container o-article-newsy__container\">\n<div class=\"o-article-newsy__main\">\n<header class=\"h-grid o-article-newsy__main__header\">\n<nav aria-label=\"Breadcrumbs\" class=\"c-article-breadcrumbs\">\n<div id=\"adb-article-breadcrumb\" class=\"c-article-breadcrumbs__list\">\n<p>                          Travel<\/p>\n<p>                          Travel News<\/p><\/div>\n<\/nav>\n<h1 class=\"c-article-redesign-title\">\n                            What is \u2018pilgra-merch\u2019? The travel trend turning souvenirs into trip inspiration<\/h1>\n<div class=\"c-article-image-video u-position-relative \">\n<div class=\"js-superdiv u-aspect-ratio-16x9 u-position-relative \" data-controller=\"video-player\" data-sponsored=\"Partner content\"><img fetchpriority=\"high\" decoding=\"async\" class=\"js-poster-img c-article-media__img\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/84\/95\/1536x864_cmsv2_9ab074bc-60e9-5002-b69b-13980920182b-9948495.jpg\" width=\"1536\" height=\"864\" loading=\"eager\" alt=\"Tourists are showing off how well-travelled they are with branded merchandise\"><\/div>\n<div class=\"c-article-caption u-position-absolute\"><i id=\"article-caption-content\" class=\"c-article-caption__content\"><span class=\"c-article-caption__text\"><br \/>\n              Tourists are showing off how well-travelled they are with branded merchandise<br \/>\n                    <span class=\"u-color-white\">&#8211;\u00a0<\/span><span class=\"c-article-caption__copyright\">Copyright\u00a0<\/span><span class=\"c-article-caption__credit\">Kevin Grieve\/Unsplash<\/span><\/span><\/i><\/div>\n<div class=\"c-article-image-copyright c-article-image-copyright--novideo\">\n      Copyright\u00a0Kevin Grieve\/Unsplash\n  <\/div>\n<\/div>\n<\/header>\n<div class=\"h-grid o-article-newsy__main__body u-article-content\">\n<div class=\"o-article-newsy__contributors-publication-date\">\n<div class=\"c-article-contributors\">\n  By&amp;nbspDianne Apen-Sadler\n<\/div>\n<div class=\"c-article-publication-date\" data-timestamp=\"1791795184\">\n         Published on<br \/>\n            <time datetime=\"2026-10-12 10:53:04 +02:00\">12\/10\/2026 &#8211; 10:53 GMT+2<\/time><\/div>\n<\/div>\n<div class=\"c-article-share-comment u-align-items-center u-display-flex\"><span class=\"c-article-share-comment__links u-align-items-center u-display-flex u-justify-content-center js-c-article-share-comment-share\"><span 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u-display-flex\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-facebook.svg\" width=\"24\" height=\"24\" alt=\"facebook\" loading=\"lazy\"><span>Facebook<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-facebook.svg\" width=\"48\" height=\"48\" alt=\"facebook\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-twitter.svg\" width=\"24\" height=\"24\" alt=\"twitter\" loading=\"lazy\"><span>Twitter<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-twitter.svg\" width=\"48\" height=\"48\" alt=\"twitter\" 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height=\"48\" alt=\"bluesky\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"24\" height=\"24\" alt=\"threads\" loading=\"lazy\"><span>Threads<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-threads.svg\" width=\"48\" height=\"48\" alt=\"threads\" class=\"u-show-for-desktop\" loading=\"lazy\"><span class=\"u-display-flex u-gap-1 u-show-for-mobile-only\"><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"24\" height=\"24\" alt=\"whatsapp\" loading=\"lazy\"><span>Whatsapp<\/span><\/span><img decoding=\"async\" src=\"https:\/\/static.euronews.com\/website\/images\/vector\/social-icons\/article-redesign-whatsapp.svg\" width=\"48\" height=\"48\" alt=\"whatsapp\" class=\"u-show-for-desktop\" loading=\"lazy\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2 class=\"c-article-summary\">\n        Tourists are showing off how well-travelled they are through destination-specific grocery tote bags or branded hotel caps.<br \/>\n    <\/h2>\n<div class=\"c-article-content c-article-content--travel js-article-content\">\n<p>Long gone are the days when your souvenirs were limited to whatever you could hastily grab from the airport gift store before rushing to your gate.<\/p>\n<div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt loading=\"lazy\"><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<p>Nowadays, buying something you can only get in that specific destination has become a key part of the travel experience, at least according to Skyscanner\u2019s latest travel trends report.<\/p>\n<p>Dubbed \u201cpilgra-merch\u201d, the trend is the latest iteration of the millennial phrase \u201cpics, or it didn\u2019t happen\u201d, says fashion psychologist Shakaila Forbes-Bell.<\/p>\n<p>\u201cFashion brands have been leaning into this trend by providing more sensation-seeking style experiences from mystery bags to pop-ups, all of which you have to be \u2018tapped in\u2019 to know about,\u201d she said.<\/p>\n<p>\u201cThis community-driven aspect is key to creating a coveted pilgra-merch item. When a bag, a tote, or a mug becomes sought after, it\u2019s often positioned as something only a \u2018real traveller\u2019 would know about. This positioning taps into our ingrained desire to belong and fear of being othered, which ultimately heightens the item\u2019s desirability.\u201d<\/p>\n<p>Some 23% of travellers have made a trip in the past year to buy something they couldn\u2019t purchase online, with 28% of Gen Z saying they are most proud to buy a limited-edition grocery tote, while 22% of Millennials are showing off their branded robes or caps from luxury hotels.<\/p>\n<h2>Where to embrace the \u2018pilgra-merch\u2019 trend<\/h2>\n<p>Skyscanner\u2019s trends report focused on two \u2018pilgra-merch\u2019 examples \u2013 the Trader Joe\u2019s tote bag, and Ritz Paris\u2019 merchandise \u2013 but we think you can do better than that.<\/p>\n<p>If you want supermarket merch that not everybody has, Family Mart in Japan has you covered. Last month, the chain released 47 different pairs of socks to represent the country\u2019s prefectures. <\/p>\n<p>Exclusively available in Family Mart stores within the prefecture in question, you\u2019ll be able to flex on people about all the under-the-radar places you\u2019ve visited.<\/p>\n<p>While the \u201cpilgra-merch\u201d trend is more about instantly recognisable items that show off how well-travelled you are, we think buying a unique item you\u2019ll use everyday that isn\u2019t necessarily branded is a much better use of your cash.<\/p>\n<p>With autumn finally upon us, it\u2019s time to start thinking about upgrading your wardrobe \u2013 so why not head to one of the Handknitting Association of Iceland\u2019s stores to pick out 100% wool, locally-made jumpers and cardigans? <\/p>\n<p>Alternatively, if you\u2019re all sorted for jumpers, you could head to Riga, where SEN\u0100 KL\u0112TS sells mittens knitted in traditional Latvian designs which are filled with symbolism.<\/p>\n<p>For when the weather warms up again, there are several places on the continent where you can get custom-made sandals, the most famous of which is probably Melissinos Sandals in Athens.<\/p>\n<\/div>\n<p>                                  Go to accessibility shortcuts<\/p>\n<div class=\"c-article-share-comment u-align-items-center u-display-flex\"><span class=\"c-article-share-comment__links u-align-items-center u-display-flex u-justify-content-center js-c-article-share-comment-share\"><span class=\"c-article-share-comment__label\">Share<\/span><\/span><span class=\"c-article-share-comment__label\">Comments<\/span><span class=\"c-article-share-comment__label c-article-share-comment__label--always\">Add Euronews on Google<\/span><\/div>\n<div id=\"adb-article-you-might-also-like\" class=\"perf-cv-auto c-article-you-might-also-like\">\n<h2 class=\"c-article-you-might-also-like__title\">\n        Read more<br \/>\n      <\/h2>\n<div 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class=\"the-media-object m-modeMobile-1 m-modeDesktop-1\" data-nid=\"2870765\" data-cid=\"9652967\" data-part-label=\"Partner content\">\n<figure id=\"abe-2870765-label-pos2-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/65\/29\/67\/480x270_cmsv2_89ddbf49-9d98-5dfe-abcd-2f158fba67ef-9652967.jpg\" loading=\"lazy\" alt=\"Mandarin Oriental is celebrating the 150th anniversary of its Bangkok property with an exclusive line\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Moments<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    All of the latest luxury hotel branded merch collaborations<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto\">\n<ul id=\"adb-article-tags\" class=\"c-tags-list\">\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  trend<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Travel destinations<br \/>\n<\/section>\n<\/li>\n<li class=\"c-tags-list__item\">\n<section class=\"tc-cta\" data-twig-component=\"Cta-default\">\n  Travel trends<br \/>\n<\/section>\n<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div class=\"tp-vuukle\">\n<div class=\"c-vuukle-skeleton\" aria-hidden=\"true\">\n<div class=\"c-vuukle-skeleton__header\"><span class=\"c-vuukle-skeleton__title\">Comments<\/span><\/div>\n<\/div>\n<\/div>\n<\/div>\n<aside class=\"o-article-newsy__aside\">\n<div class=\"c-ad-wrapper o-article-newsy__aside__content-1\" data-ad-name=\"adzone-halfpage\">\n<div class=\"c-ad c-ad-halfpage u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<div id=\"adb-article-top-stories\" class=\"perf-cv-auto c-top-stories\">\n<h2 class=\"c-top-stories__title\">Top stories<\/h2>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2931735-pos2-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 the-media-object--no-label\" data-nid=\"2931735\" data-cid=\"9942924\" data-part-label=\"Partner content\">\n<figure id=\"abe-2931735-label-pos2-top-stories\" 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src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/45\/48\/320x180_cmsv2_c4305e85-1a2e-55c8-b9ef-246c5f84b1d4-9944548.jpg\" loading=\"lazy\" alt=\"Riga\u2019s Christmas market was voted amongst the very best on the continent\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Europe\u2019s best Christmas markets to visit this festive season<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2932054-pos4-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 the-media-object--no-label\" data-nid=\"2932054\" data-cid=\"9944580\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932054-label-pos4-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/45\/80\/320x180_cmsv2_3330caf1-fe7a-54dd-b2d5-67a672551e48-9944580.jpg\" loading=\"lazy\" alt=\"New research has revealed the social media habits of travellers \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Selfies and inspiration: European travellers\u2019 social habits revealed<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2932331-pos5-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 the-media-object--no-label\" data-nid=\"2932331\" data-cid=\"9945961\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932331-label-pos5-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/59\/61\/320x180_cmsv2_b3192a8a-87d2-58b1-94c5-997fa922743f-9945961.jpg\" loading=\"lazy\" alt=\"More travellers are set to visit historical sights in 2027\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Here\u2019s why history-inspired travel will take off in 2027<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"c-top-stories__item\">\n<article id=\"abe-2932277-pos6-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 the-media-object--no-label\" data-nid=\"2932277\" data-cid=\"9945737\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932277-label-pos6-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/57\/37\/320x180_cmsv2_8976c28c-d4e0-570e-8ef5-da5041d0760a-9945737.jpg\" 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src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto c-most-viewed\">\n<h2 class=\"c-most-viewed__title qa-section-title\">Most read<\/h2>\n<div class=\"c-most-viewed__list\">\n<div class=\"c-most-viewed__item\"><span class=\"c-most-viewed__item__number\">1<\/span><\/p>\n<article id=\"abe-2932047-pos1-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2932047\" data-cid=\"9944548\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Europe\u2019s best Christmas markets to visit this festive season<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<div class=\"c-most-viewed__item\"><span class=\"c-most-viewed__item__number\">2<\/span><\/p>\n<article 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class=\"the-media-object__title  \">\n<p>    Selfies and inspiration: European travellers\u2019 social habits revealed<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"perf-cv-auto c-ad-wrapper o-article-newsy__aside__content-3\" data-ad-name=\"adzone-halfpage\">\n<div class=\"c-ad c-ad-halfpage u-show-for-desktop\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<div class=\"c-ad u-show-for-mobile-only\">\n<div class=\"c-ad__placeholder\"><img loading=\"lazy\" decoding=\"async\" class=\"c-ad__placeholder__logo\" src=\"https:\/\/static.euronews.com\/website\/images\/logos\/logo-euronews-stacked-outlined-72x72-grey-9.svg\" width=\"72\" height=\"72\" alt><span>ADVERTISEMENT<\/span><\/div>\n<\/div>\n<\/div>\n<\/aside>\n<\/div>\n<\/article>\n<article id=\"abe-2929179-pos0-c-article-you-might-also-like__item\" class=\"the-media-object m-modeMobile-1 m-modeDesktop-1\" data-nid=\"2929179\" data-cid=\"9930122\" data-part-label=\"Partner content\">\n<figure id=\"abe-2929179-label-pos0-c-article-you-might-also-like__item\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/93\/01\/22\/480x270_cmsv2_d7b89b51-2269-5ad8-a9d8-06f8a035247e-9930122.jpg\" loading=\"lazy\" alt=\"Chinamaxxing: With citizens from nearly 80 countries now able to explore China visa-free, Euronews Travel sees the land of red lanterns becoming increasingly popular \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n                    Travel News<\/p>\n<h3 class=\"the-media-object__title  \">\n<p>    Travel in 2027: Euronews Travel\u2019s 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the-media-object--no-label\" data-nid=\"2931735\" data-cid=\"9942924\" data-part-label=\"Partner content\">\n<figure id=\"abe-2931735-label-pos2-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/29\/24\/320x180_cmsv2_28a2109d-8fb5-5bdf-90f8-6ac0abaa6e18-9942924.jpg\" loading=\"lazy\" alt=\"Rail is one of the best ways to explore the United States\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Why 2027 is the year to explore the United States by train<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2932047-pos3-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 the-media-object--no-label\" data-nid=\"2932047\" data-cid=\"9944548\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932047-label-pos3-top-stories\" class=\"the-media-object__figure\"><img 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src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/45\/80\/320x180_cmsv2_3330caf1-fe7a-54dd-b2d5-67a672551e48-9944580.jpg\" loading=\"lazy\" alt=\"New research has revealed the social media habits of travellers \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Selfies and inspiration: European travellers\u2019 social habits revealed<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2932331-pos5-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 the-media-object--no-label\" data-nid=\"2932331\" data-cid=\"9945961\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932331-label-pos5-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/59\/61\/320x180_cmsv2_b3192a8a-87d2-58b1-94c5-997fa922743f-9945961.jpg\" loading=\"lazy\" alt=\"More travellers are set to visit historical sights in 2027\" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Here\u2019s why history-inspired travel will take off in 2027<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2932277-pos6-top-stories\" class=\"the-media-object m-modeMobile-2 m-modeDesktop-2 the-media-object--no-label\" data-nid=\"2932277\" data-cid=\"9945737\" data-part-label=\"Partner content\">\n<figure id=\"abe-2932277-label-pos6-top-stories\" class=\"the-media-object__figure\"><img decoding=\"async\" class=\"the-media-object__image\" src=\"https:\/\/images.euronews.com\/articles\/stories\/09\/94\/57\/37\/320x180_cmsv2_8976c28c-d4e0-570e-8ef5-da5041d0760a-9945737.jpg\" loading=\"lazy\" alt=\"Greece, Italy and France are among the top 10 most popular honeymoon destinations for 2027 \" height=\"9\" width=\"16\"><\/figure>\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Revealed: The most popular luxury honeymoon destinations for 2027<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2932047-pos1-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2932047\" data-cid=\"9944548\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Europe\u2019s best Christmas markets to visit this festive season<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2932305-pos2-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2932305\" data-cid=\"9945863\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Dubai Airports CEO: Narrow-body jets will \u2018change the shape of travel\u2019<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2911554-pos3-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2911554\" data-cid=\"9845904\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Social media is ruining travel\u2019s element of surprise, survey reveals<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2932096-pos4-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2932096\" data-cid=\"9944867\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    The world&#8217;s best 50 bars have been revealed \u2013 and 18 are in Europe<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<article id=\"abe-2932054-pos5-mostViewed\" class=\"the-media-object m-modeMobile-3 m-modeDesktop-3 the-media-object--has-related the-media-object--no-label\" data-nid=\"2932054\" data-cid=\"9944580\" data-part-label=\"Partner content\">\n<div class=\"the-media-object__content\">\n<h3 class=\"the-media-object__title  \">\n<p>    Selfies and inspiration: European travellers\u2019 social habits revealed<br \/>\n  <\/h3>\n<\/div>\n<\/article>\n<div class=\"articleBody\" data-key=\"articleBody\">Long gone are the days when your souvenirs were limited to whatever you could hastily grab from the airport gift store before rushing to your gate.Nowadays, buying something you can only get in that specific destination has become a key part of the travel experience, at least according to Skyscanner\u2019s latest travel trends report.Dubbed \u201cpilgra-merch\u201d, the trend is the latest iteration of the millennial phrase \u201cpics, or it didn\u2019t happen\u201d, says fashion psychologist Shakaila Forbes-Bell.\u201cFashion brands have been leaning into this trend by providing more sensation-seeking style experiences from mystery bags to pop-ups, all of which you have to be \u2018tapped in\u2019 to know about,\u201d she said.\u201cThis community-driven aspect is key to creating a coveted pilgra-merch item. When a bag, a tote, or a mug becomes sought after, it\u2019s often positioned as something only a \u2018real traveller\u2019 would know about. This positioning taps into our ingrained desire to belong and fear of being othered, which ultimately heightens the item\u2019s desirability.\u201dSome 23% of travellers have made a trip in the past year to buy something they couldn\u2019t purchase online, with 28% of Gen Z saying they are most proud to buy a limited-edition grocery tote, while 22% of Millennials are showing off their branded robes or caps from luxury hotels.Where to embrace the \u2018pilgra-merch\u2019 trendSkyscanner\u2019s trends report focused on two \u2018pilgra-merch\u2019 examples \u2013 the Trader Joe\u2019s tote bag, and Ritz Paris\u2019 merchandise \u2013 but we think you can do better than that.If you want supermarket merch that not everybody has, Family Mart in Japan has you covered. Last month, the chain released 47 different pairs of socks to represent the country\u2019s prefectures.\u00a0Exclusively available in Family Mart stores within the prefecture in question, you\u2019ll be able to flex on people about all the under-the-radar places you\u2019ve visited.While the \u201cpilgra-merch\u201d trend is more about instantly recognisable items that show off how well-travelled you are, we think buying a unique item you\u2019ll use everyday that isn\u2019t necessarily branded is a much better use of your cash.With autumn finally upon us, it\u2019s time to start thinking about upgrading your wardrobe \u2013 so why not head to one of the Handknitting Association of Iceland\u2019s stores to pick out 100% wool, locally-made jumpers and cardigans?\u00a0Alternatively, if you\u2019re all sorted for jumpers, you could head to Riga, where SEN\u0100 KL\u0112TS sells mittens knitted in traditional Latvian designs which are filled with symbolism.For when the weather warms up again, there are several places on the continent where you can get custom-made sandals, the most famous of which is probably Melissinos Sandals in Athens.<\/div>\n<p>[analyse_source url=&#8221;https:\/\/www.euronews.com\/2026\/10\/12\/what-is-pilgra-merch-the-travel-trend-turning-souvenirs-into-trip-inspiration&#8221;]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[analyse_image type=&#8221;featured&#8221; src=&#8221;https:\/\/images.euronews.com\/articles\/stories\/09\/94\/84\/95\/1200x675_cmsv2_9ab074bc-60e9-5002-b69b-13980920182b-9948495.jpg&#8221;] Culture news The best things to do, hear, see or watch in Europe this week Europe News Germany leads backlash against EU budget plan ahead of summit Europe News Fire totally destroys oldest covered food market in Paris Europe News EU decries Trump-Putin diesel deal, insists sanctions will continue Culture news The [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[90],"tags":[226,36],"class_list":["post-2191384","post","type-post","status-publish","format-standard","hentry","category-international","tag-crawlmanager","tag-euronews-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2191384","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2191384"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2191384\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2191384"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2191384"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2191384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}