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Bringing back souvenirs from trips has long been a cherished part of travel — from fridge magnets and tote bags to local handicrafts and regional food and drink. However, a new kind of keepsake is making its mark: tattoos. For many adventurous travellers, getting inked abroad has become an unforgettable and deeply personal way to commemorate their journeys. And this phenomenon has even earned a catchy name: ‘Tattourism’ — a growing trend of permanent souvenirs leaving their mark on the world of travel.
The “tattourism” trend is rapidly growing, particularly among Gen Z and millennials looking for unique ways to connect with the destinations they visit. And they are choosing tattoo studios, seeing ink as the ultimate, personal souvenir. For some, tattoos are the perfect keepsake: they take up no space, add no weight, and offer a truly unique way to map their travel memories on their skin.
Although still a relatively niche phenomenon, research is beginning to explore this trend. Research from Hostelworld shows that over 40% of travellers aged 18 to 35 have gotten a tattoo while travelling. Although one in three admit their tattoos were spontaneous, more than half say they planned their trips specifically to get inked — a clear indication that tattourism is firmly on the rise.
A study published on ResearchGate draws on the experiences of tourists, tattoo artists, and studio managers to examine the unique process of acquiring tattoos as part of the travel experience. It found that “the body emerges as a space for distinctive tourism experiences,” with tourists describing a complex interplay of personalisation, shared social interaction, emotion, and remembrance in shaping their evolving sense of self.
Tattoos transform memories into permanent, wearable art that tells a personal story. Tattoo tourism allows travellers to collect experiences instead of physical objects, blending travel with self-expression and cultural connection. It offers a unique way to commemorate a trip by intentionally linking a journey's memories and emotions to the body, creating a deeply personal and portable memento.
Tattoos offer a unique way to commemorate a trip by intentionally linking a journey's memoriesTattoos offer a permanent, meaningful way to capture travel memories—unlike traditional souvenirs that can be lost or damaged. They embody the journey, emotions, and stories experienced along the way. Many travellers seek out local tattoo artists to create designs that reflect the culture and heritage of the destination, turning the tattoo into a unique cultural ritual.
“When I was in Moscow for a film festival, I went hunting for the perfect souvenir,” says Sneha Das, a filmmaker and animator from Kolkata. She bought gifts for friends and colleagues but realised she hadn’t kept anything for herself—just photos and memories, which felt risky since she often loses her phone. At a museum, a scary matryoshka doll caught her eye. She joked that it would make a great tattoo—a tiny upset doll in a Soviet fur cap. On the last day, she decided her sketch was the perfect way to hold on to the trip’s memories, even if she lost her photos.
She rushed to a tattoo studio the same day. It was painful and expensive, but she doesn’t regret it: “It’s the best gift I could have given myself.” Sneha notes that in the excitement of buying for others, we often forget ourselves. Coincidentally, about an hour later, she won an award for her film, and many say the tattoo looks just like her when she’s upset.
Even famous figures have embraced this trend: musicians like Harry Styles, Miley Cyrus, and Justin Bieber, as well as Bollywood star Hrithik Roshan, who got a tattoo in London, have all chosen to get inked while abroad. For many, tattoos serve as personal symbols of growth and identity, carrying the spirit of their travels wherever they go.
Tattoo tourism is booming, with certain cities standing out as hotspots for travellers seeking unique and meaningful ink. In Asia, Tokyo offers everything from traditional hand-poked tebori tattoos to modern styles, while Bangkok is famous for Sak Yant—spiritual tattoos performed by monks. Other Asian cities like Denpasar (Indonesia), Manila (Philippines), and Goa (India) also attract many tourists for their rich tattoo traditions.
“Some of the most exciting tattoo destinations today lie outside the usual hotspots. Barcelona tops my list for its experimental spirit and its expansion into the arts,” says Sunny Bhanushali, Founder & CEO of Aliens Tattoo. He explains that artists there merge modern fine art with classic European tattooing, creating bold visual identities that influence the global scene.
He adds that Los Angeles is another key destination, thriving on diversity with mastery across realism, Chicano work, black-and-grey, and avant-garde styles. Seoul is emerging as a hub for contemporary tattooing, where artists produce delicate micro-realism and hyper-refined linework despite regulatory hurdles. Finally, São Paulo mesmerises with its fusion of street culture, indigenous traditions, and modern illustration, giving rise to a distinctive tattoo language. Each destination, he notes, offers not only outstanding work but a lasting artistic philosophy.
Bhanushali says his artistic development has always been shaped and influenced by his travels, with some of his most significant tattoos created on the road. “However, a colour piece I got on my forearm during a trip to New Zealand, inspired by Aliens, is the one that resonates with me most. The artist was a guest tattooist from Russia, and our collaboration developed into a potent creative interaction. My taste for cinematic detailing contrasted brilliantly with his bright European colour scheme and textured approach, creating a combination neither of us could have achieved alone.”
What made the experience special, he explains, wasn’t just the design but the context. “Two artists, united by a love for the craft, meet in a city known for experimental art, communicating through technique rather than language. That session remains a cherished memory, particularly for its colour transitions and atmospheric depth. Travel places you in environments where your artistic vocabulary expands naturally, and this tattoo serves as a reminder of that evolution.”
Europe’s tattoo scene thrives in Berlin and London, known for their diverse artists and vibrant cultures. Italy’s Grado is also popular among tourists. In North America, Austin (Texas), San Francisco, and Miami Beach are renowned for eclectic tattoo cultures and high tourist tattoo rates.
Down under, Christchurch (New Zealand) and Sydney (Australia) draw many visitors for their tattoo scenes. Finally, Polynesia and Samoa are celebrated for ancestral tattooing steeped in cultural heritage, making them unique destinations for those seeking deeply meaningful body art.
Getting a tattoo while travelling offers a unique way to mark your journey, but it demands careful preparation to ensure safety and proper healing. Before you go, research reputable tattoo artists and studios at your destination, checking portfolios and booking well in advance. Schedule your appointment toward the end of your trip to avoid excessive sun exposure and swimming during healing.
During your travels, prioritise hygiene by choosing shops that maintain strict cleanliness and use sterile equipment. Be ready to communicate your design clearly, even if language barriers exist. Protect your fresh tattoo with a “second skin” bandage to shield it from bacteria and friction, especially when flying or in new environments. Finally, follow aftercare instructions closely, keeping the tattoo clean and moisturised to prevent infection and irritation.la
What is tattourism?
Tattourism is the trend of travelling specifically to get tattoos, combining travel experiences with body art to create lasting, personalised souvenirs.
Why is tattourism becoming popular?
Many travellers prefer tattoos as unique, permanent mementos that don’t take up space or weight. It’s also a way to connect deeply with a destination’s culture and express personal identity.
Who is most likely to take part in tattourism?
Tattourism is especially popular among younger generations, including Gen Z and millennials, who seek authentic and meaningful travel experiences.
What are some top destinations for tattourism?
Popular spots include Tokyo for traditional Japanese styles, Bangkok for Sak Yant spiritual tattoos, Berlin and London for diverse tattoo cultures, and Polynesia for ancestral tattooing.
