Travelers have long enjoyed collecting souvenirs to remember their adventures around the globe. But these days, many are option for something far more lasting than a postcard, T-shirt or snow globe.
It’s all part of a trend known as “tattourism” Here’s what you should know about this highly personal and permanent shift in the world of souvenirs.
What is tattourism?
“Tattourism” ― or tattoo tourism ― refers to the practice of traveling with the intention of getting a new tattoo in a certain destination.
“It blends self-expression with adventure, often creating lifelong memories through body art,” Julia Pandolfo, senior director of marketing for Moxy Hotels NYC, told HuffPost.
While some travelers might choose to get inked on a whim, she explained that “tattourists” tend to travel specifically for the purposes of getting a tattoo — whether from a famous artist, in a culturally significant place or just as a meaningful way to commemorate a trip.
“Some travelers might mark their life-changing trip with a photo or trinket, while others walk away with a piece of living art on their bodies as a souvenir,” said Katy Nastro, a spokesperson for the flight alert service Going. “Tattoo tourism is not a new trend, but with people increasingly prioritizing experiences over things these days, walking away with a visual memory of your trip that lasts a lifetime can feel like a better use of funds for younger travelers.”
Indeed, tattoos and travel have long been intertwined. From ancient tribes and Polynesian explorers to sailors marking their voyages in ink, body art has long been tied to journeys and identity.
“These days, tattourism has gained traction, particularly among Gen Z and millennial travelers looking for permanent souvenirs to commemorate their trips,” said Vicki Poulos, vice president for luxury lifestyle brands for IHG Hotels & Resorts’ Kimpton and Hotel Indigo brands.
According to research from Hostelworld, more than 40% of travelers between the ages of 18 and 35 have gotten a tattoo while on a trip. Of that group, one in three said the decision was spontaneous, while more than half traveled abroad specifically to get tattooed. Similarly, one Nashville studio reported that about 40% of its clients make a special trip specifically to see its artists, and another 40% are tourists who decide to get inked while visiting Music City.
The tattoos themselves vary widely. Some travelers seek out big-name artists or niche styles, while others opt for designs that reflect the place itself ― from landmarks like the Brooklyn Bridge or Big Ben, to city skylines, maps, location coordinates or even playful cultural nods like a croissant in Paris.
The hospitality industry is tapping into this trend, with cruise lines offering tattoo services on board and hotels hosting guest tattoo artists as part of specialty packages.
Earlier this year, Kimpton launched a partnership with the tattoo studio Tiny Zaps to offer hotel guests complimentary tattoos. Moxy Hotels in New York City have regular tattoo pop-ups and collaborations with local studios and artists as well.
“One of my favorite memories from a pop-up was watching two parents get matching tattoos while dropping off their child at NYU,” Pandolfo said. “Not only was it a bonding experience for the couple and their child, but it was also their first tattoos! That pop-up turned an already meaningful trip to NYC into something even more memorable.”
The hospitality industry is tapping into the tattourism trend, with cruise lines offering tattoo services on board and hotels hosting guest tattoo artists as part of specialty packages.
Why are people drawn to ‘tattourism’ today?
There are many reasons why travelers are increasingly drawn to “tattourism.”
“Tattourism is an incredible way to permanently stamp a meaningful reminder of a trip with loved ones and an opportunity to blend travel, art and self expression for an unforgettable experience,” Poulos said. “With this approach to travel, you can commemorate special moments with special people. Whether you’re on a honeymoon trip with your spouse, a bachelorette trip with your best friends or a vacation with your mom, you can take away a permanent keepsake that will always remind you of where you’ve been.”
Today’s travelers are looking for souvenirs that feel more personal and enduring than the standard postcard or keychain. The increased flexibility with remote work and emphasis on buying experiences over physical objects means people are more willing to spend their money on a memorable trip — and a tattoo that doubles as both memory and memento.
“Think of it as a living postcard you send to yourself, you can re-read at any time, long after the trip has occurred,” Nastro said. “Tattoos are purposeful and personal, much like travel. Returning home from a trip with ink from a bucket-list trip can feel like the ultimate souvenir.”
For some, the appeal is also practical.
“Tattoos can be expensive, and it may be cheaper to fly to a destination to get your dream tattoo than to get one in the U.S.,” said Suzanne Morrow, CEO of InsureMyTrip.
She noted that there are also tattoo conventions and festivals all over the world, which often feature special deals from celebrated artists.
Tattourism also opens the door to authentic cultural exchanges you might not have experienced otherwise.
“It’s a chance to connect with local artists and subcultures, often leading travelers off the beaten path to discover unique studios and creative communities,” Pandolfo said.
Social media also plays a significant role in this trend. Many renowned tattooists have built massive online followings, and their long waitlists are filled with clients willing to travel from across the globe.
“Some of the best tattooers are outside of the U.S. ― or there may be a specific style of tattoo you can only get in Thailand,” Morrow said.
Regional styles and techniques often vary widely, from intricate, fine-line European styles to bold Japanese irezumi. Some artists develop specialized approaches that travelers are eager to seek out.
“Another big tattourism trend is to participate in a cultural tattoo tradition like hand-tapped tattoos in Polynesia,” Morrow said.
Tattoo practices often carry deep meaning and history — which makes it essential for travelers to approach them with respect and sensitivity. It’s important to be mindful of cultural appropriation.
For many, however, tattourism can also offer a way to connect with one’s own personal heritage.
“We love that so many Samoans live overseas are returning to the islands to get a traditional tattoo,” said Losa Maiai, the manager of sales and marketing for Samoa Tourism Authority. “It shows a connection to their homeland and it is one we want to encourage, especially because it serves as a living souvenir of their visit to Samoa. While they are here they can experience the natural wonders and warm hospitality that make a visit to Samoa such a once-in-a-lifetime experience for so many travelers but is a symbolic homecoming for the Samoan diaspora.”
What should you know before trying tattourism?
As with any travel trend, tattourism comes with risks and requires a little extra planning. Travel experts stress that while getting inked abroad can be an unforgettable experience, it’s essential to approach it thoughtfully.
“Other countries may not have the same health or business requirements for tattoo shops like we have in the U.S., leaving travelers open to infection or negative side effects,” Morrow said.
Tattoo aftercare is a significant consideration when traveling.
“Risks of infections are the biggest thing to consider, especially abroad, when inks might not be regulated the same way, and aftercare is extremely important to mitigate this risk,” Nastro explained. “If you are heading out trekking after spending a day in the city without clean bandages at the ready, skip the ink.”
She also warned about the potential for miscommunication with language barriers.
“Getting a tattoo you thought was of a lovely phrase in the local language can turn out to be something entirely different in slang,” Nastro said. “Do your research on the artist and see if there is an opportunity for a free consultation before scheduling any appointments that may incur a cost.”
Planning ahead can help you ensure you’re working with good-quality artists and studios when you’re away from home.
“Do your research on the artist, the studio and the cultural significance of any symbols or styles you’re considering,” Pandolfo advised. “Make sure your tattoo aligns with local customs, and avoid impulse decisions that might not age well. If you’re traveling internationally, be mindful of healing times, aftercare and exposure to sun or salt water.”
Research your travel health insurance options to see if it makes sense to have additional coverage in case of an issue. And once you’ve settled the logistics, lean into your creative inspiration.
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“People often get tattoos for the same reasons they travel — to create and celebrate meaningful life experiences,” Poulos said. “My advice is to choose a design that excites you and captures the spirit of the place you’re visiting. Your design should bring a smile to your face and instantly transport you back to your travels evoking memories of that special time and experience.”
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