A recent survey by the Association of British Travel Agents (ABTA) reveals that three in five travelers are buying fewer souvenirs during holidays abroad compared to previous years. The survey, conducted by ABTA Travel Money, highlights the evolving attitudes of modern tourists toward mementos, with practicality, environmental consciousness, and financial concerns driving the shift.
The most cited reason for the decline in souvenir purchases is that travelers now find them outdated or tacky. According to the survey, 33% of respondents expressed that souvenirs have lost their appeal, with many considering them old-fashioned in an era focused on experiences rather than material items.
Environmental concerns are also playing a significant role in the changing trends. Around 32% of travelers mentioned that they are more conscious of the impact of buying unnecessary items on the environment. With sustainability becoming a key priority in travel, many people are now rethinking the value of bringing back trinkets that often end up as clutter or waste.
Additionally, financial constraints are influencing souvenir shopping habits. Another 32% of respondents noted that they have less disposable income than they used to, making them more selective about what they spend on during their trips. Rising costs associated with travel, coupled with tighter budgets, have led people to prioritize spending on experiences over material goods.
The survey also revealed that changing luggage allowances have made it more difficult to carry souvenirs home. As airlines continue to reduce baggage allowances, travelers are left with limited space and weight capacity, often forcing them to leave potential keepsakes behind.
“What was once a common part of a holiday – seeking out interesting, unusual, or even comical items to bring back home – is on the wane,” said Graeme Buck, Director of Communications at ABTA Travel Money. He added that the decline in souvenir purchases reflects a broader trend toward minimalism and thoughtful consumption, as travelers increasingly focus on making memories rather than accumulating objects.
As the travel industry adapts to shifting consumer behaviors, it’s clear that the traditional souvenir is becoming less central to the holiday experience. Instead, travelers are choosing to bring home stories, photos, and experiences that hold greater personal value and align with their modern lifestyles.