What if your next holiday wasn't planned around a famous monument, a scenic beach or a restaurant everyone swears by, but a tote bag you couldn't buy anywhere else? It might sound like an oddly specific reason to pack your bags, but a growing number of travellers are turning everyday merchandise into coveted holiday finds. Meet pilgra-merch, the travel trend turning exclusive souvenirs into destinations in their own right. Identified in latest travel trend reports, it describes the growing appeal of merchandise tied to a particular place, brand or experience, especially items that cannot simply be ordered online. Read More: Would You Get On A Bus Full Of Zombies? Seoul's Halloween Tour Is Not For The Faint-Hearted Pilgra-merch (a blend of 'pilgrimage' and 'merchandise') is a travel trend where people take trips specifically to buy sought-after, location-exclusive souvenirs, tote bags, or branded items (such as Trader Joe’s or Ritz Paris gear) rather than traditional sightseeing. Traditionally, souvenirs were something you picked up after sightseeing: a fridge magnet, a postcard or a miniature landmark. Pilgra-merch flips that idea on its head. Now, the hunt for a particular item can become part of the itinerary itself. Consider the humble Trader Joe's tote bag. The American supermarket chain's reusable bags have become social-media favourites, with shoppers keen to get their hands on designs associated with the store. According to Skyscanner, video views of Trader Joe's tote content increased by 167% year-on-year. At the other end of the spectrum is Ritz Paris, whose branded merchandise, particularly its teddy bears, has attracted a following of its own. Suddenly, a grocery bag or a hotel teddy bear can carry the bragging rights of a destination-specific find. The answer goes beyond shopping. Experts describe pilgra-merch people as 'sensation seeking shoppers' who enjoy novel, varied and exciting experiences. The effort involved in finding a hard-to-get item can make the eventual purchase feel more rewarding. Social media adds another layer. A viral product gives people something to search for, share and show off. Finding it becomes a small achievement, while owning it can signal that you are part of a community that knows the trend. The hashtags become a movement. The numbers suggest this is more than a niche internet obsession. Reports found that 23% of travellers had taken a trip in the previous 12 months to buy something unavailable online. Its report also found that 21% of Gen Z travellers were proudest of bringing home a limited-run grocery tote, while 24% of Millennials favoured branded robes or caps from luxury hotels. You don't need to book an international flight solely for a shopping bag to join the fun. The idea can be as simple as visiting a neighbourhood bookstore for an exclusive edition, picking up a locally made accessory or buying a coffee mug from a cafe you've wanted to visit. The trick is to look for items with a genuine connection to the destination, rather than buying something just because it has gone viral. Ultimately, pilgra-merch reflects a shift in how people remember their holidays. Sometimes, the most meaningful souvenir isn't the most expensive one or the grandest landmark. It's that slightly ridiculous, wonderfully specific item that sends you home with a story, and perhaps makes your friends ask, “You travelled all that way for that?” Read More: Festival Tourism Is Becoming India’s New Travel Obsession Travel News - Find latest news and tips based on Indian and World travel including top 10 travel destination, tourism information, how to reach visit and more at Times Now. Simran covers books that start conversations, beauty insights, fashion moods, and stories that make people feel something. Off duty? You’ll find her c... View More