Nearly half of travelers have planned a getaway around a purchase. From Seoul beauty finds to custom flip-flops in Brazil, here’s what they’re bringing home and why it matters to them.
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A new trend in travel is emerging, and it involves a different kind of experience: souvenir shopping.
According to Skyscanner’s Travel Trends 2027 report, which surveyed more than 28,000 travelers worldwide, 43% have taken a trip in the past year for something they couldn’t purchase online. Skyscanner calls this “merch tourism.”
“Everything now is so accessible online,” Isla dos Santos, commercial director of the Americas at Skyscanner, told USA Today. “People want to go away from that and focus on hyper-local, hyper-exclusive items they can only get at a certain destination.”
Shoppers in a street market in Nice, France | Source: Pexels
What Travelers are Bringing Home
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Gone are the days when a classic keychain or magnet will do. These days, travelers are looking for more specialized souvenirs, like a beauty product that can only be found in Seoul or a Trader Joe’s tote bag, which dos Santos says she has spotted everywhere from São Paulo to Glasgow.
The coveted souvenirs also vary among generations. According to Skyscanner, 27% of Gen Z travelers are most proud to bring home a limited-run grocery tote, while 26% of millennials are most proud of a branded robe or cap from a historic luxury hotel.
A customer happily carrying Trader Joe's tote bags outside the store's branch in Culver Drive, Irvine, California on June 17, 2026 | Source: Getty Images
Much of the craze is influenced by social media. Ola Quadrio, TikTok’s head of travel for client solutions, said the Trader Joe’s tote became a “globally recognized status symbol” after going viral. Merchandise from the Ritz Paris followed a similar path on TikTok, where videos now show fans where to find the hotel’s famous teddy bears.
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This trend of destination-exclusive merchandise has also caught the attention of other brands, such as Pandora, selling jewelry inspired by the destination’s local culture. Likewise, Disney has souvenirs that can only be bought in its parks, on its cruises, and during limited-time events.
A Pandora bracelet with charms from Ho Chi Minh during a factory opening in the city on October 1, 2026 | Source: Getty Images
The Thrill of the Hunt
According to fashion psychologist Shakaila Forbes-Bell, part of the appeal of “merch tourism” is the thrill of the hunt. “Research shows that the biggest dopamine hit, it doesn’t come when we buy something. It happens in anticipation of the purchase,” she said on Instagram. “So all of the planning, the searching, the asking locals, hunting through different neighborhoods, that’s actually where most of the excitement comes from.”
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But part of the thrill is also social, according to Forbes-Bell. When travelers are able to buy these hard-to-find items, it gives them a feeling of belonging, like an insider. She calls merch tourism “the new version of ‘pics, or it didn’t happen.’”
A woman looking at a wall of flip-flops at a Havaiianas store in Sao Paulo, Brazil | Source: Getty Images
More Than Just Stuff
While there is a sense of exclusivity to buying destination-only merchandise, these items aren’t necessarily expensive or luxurious. Dos Santos, who is from Brazil, makes a case for Havaianas flip-flops. When purchased there, they can be customized with charms and initials, something you can’t do in the U.S.
Ultimately, it’s not just about buying the merchandise. “It’s a story for you to tell when you bring that souvenir back,” dos Santos said.
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