Holiday keepsakes diversify in 2025, incorporating tattoos alongside traditional trinkets as memorable mementos for travelers.
In a poll of 9,000 international travellers, including 2,000 from the UK, conducted by Opodo, it was found that souvenir habits vary dramatically by age and region.
More than one quarter (27%) of global travellers always return with something special, though 4% of UK respondents never bring anything back. This trend is influenced by digital sharing habits, with younger generations increasingly swayed by online trends, while older travellers maintain more traditional collecting approaches.
Londoners emerged as the most dedicated collectors, with 49% bringing back physical items compared to other UK regions. Interestingly, 25% of Northern Irish travellers lead in social media sharing, with 26% of Londoners posting their holiday purchases online.
Social media influence on purchasing decisions shows a clear age divide. Nearly three in ten Generation Z travellers (29%) admit their souvenir choices are influenced by online trends. In contrast, only 8% of women and 18% of men in the UK are swayed by social media trends.
The capital's residents also lead in social media sharing, with 26% posting their holiday purchases online. Regions beyond London, such as Northern Ireland, show higher social media influence on souvenir choices than Yorkshire and Humber.
Impulse buying drives 43% of souvenir purchases among both British and global respondents. Traditional keepsakes such as fridge magnets remain popular among the majority of tourists returning from abroad. However, 31% of British travellers focus on consumable souvenirs like food and drink.
Surprisingly, Generation X travellers (aged 45-54) rank as the most impulsive buyers at 48%. On the other hand, Portuguese travellers prove most considered in their purchases, at 29%.
The survey also revealed that 37% of global travellers have started new collections after discovering items abroad, but UK travellers lag behind at 23%. 33% of collectors seek items with symbolic or local significance.
Friends rank second in priority for showing off holiday purchases, at 43%, followed closely by close relatives at 58%. Romantic partners receive attention from 33% of respondents when showing off holiday purchases.
Interestingly, 4% of British travellers are opting for permanent tattoos as holiday souvenirs.
In conclusion, souvenir shopping is evolving alongside digital sharing habits, with younger generations increasingly influenced by online trends, while older travellers maintain more traditional collecting approaches. The capital, London, emerges as a hub for both dedicated collectors and social media sharing, while Northern Ireland shows a higher influence of social media on souvenir choices compared to other regions in the UK.
