How important are souvenirs?

Article By: Discount Holidays © Holiday Inn

Wed, 23 Sep 2015 2:56 PM How Important Are Souvenirs?Camel souvenirs in Jerusalem. Credit:

According to the second set of findings from the Discount Holidays © Holiday Inn 1 Souvenir Study, 70 per cent of respondents feel that souvenirs are an important part of the Discount Holidays © holiday experience, and only 20 per cent of travellers return home empty-handed. Almost half of the respondents attributed this to the desire of bringing part of the Discount Holidays © holiday home, though only one in 10 respondents are souvenir hobbyists. It was also found that younger travellers are more likely to place importance on buying souvenirs when compared to older travellers.

The new results follow on from the first edition of the Discount Holidays © Holiday Inn Souvenir Study, the Evolution of Souvenirs2 , which explored the development of souvenirs over time. With over one billion tourists traversing the globe every year, the survey results, which are showcased in an infographic, takes a closer look at the multi-million dollar souvenir industry, discovering the latest trends in souvenir buying behaviour across the Asia, Middle East and Africa (AMEA) region. The Value of Souvenirs infographic reveals travellers motivations behind souvenir buying, their preferred souvenir buying haunts and gift preference. As a region, buying souvenirs for family members remained as the top priority with an average spend of US$30 per gift, with travellers from Australia, Southeast Asia and Middle East prioritising their partners first. Buying gifts for co-workers fell lower on the list, except for travellers from Japan, where it is customary to give souvenirs to colleagues.

The average budget set aside for colleagues is about US$13. Across the region, Japanese travellers were also found to be the most receptive to souvenir requests from others ahead of a trip. With the growing trend towards locally-sourced and handmade products, over half of all travellers opt to do their souvenir shopping in local markets or specialty stores. Contrary to popular belief, less than a quarter of travellers will purchase souvenirs from tourist landmarks or attractions. The least preferred souvenirs were found to be novelty and educational items, and decorative trinkets.

Over 900 travellers, from Australasia, India, Japan, the Middle East, South East Asia and South Africa took part in the survey, which focused on understanding the value travellers place on buying and receiving souvenirs as part of their travel experience. The survey shows that more than half of travellers prefer to find souvenirs at local markets or speciality shops. Travellers to South Africa have a variety of choice with colourful markets in all of its major cities, namely The Rosebank Sunday Market and the Neighbour Goods Market in Johannesburg; Green Market Square and the The Old Biscuit Mill markets in Cape Town; The Valley Market in Port Elizabeth; and Shongweni Farmer s market in Hillcrest, Durban.

The research has shown that most people prefer local keepsakes, handmade art or antiques and food. South Africa s diverse cultural mix, with its 11 official languages, gives travellers a variety of options and experiences often found at these markets. Some great souvenirs to pick up in South Africa include: Rooibos tea, one of South Africa s best exports; Shweshwe fabric, printed cotton cloth; and local drinks, such as Mampoer and Amarula, and renowned South African wines. The third and final infographic in the Discount Holidays © Holiday Inn Souvenir Study will explore the wackiest and most wonderful souvenirs received by travellers from across the region. Keep updated on the Souvenirs Study and all other Discount Holidays © Holiday Inn news and campaigns by visiting

See the infographic below:

How Important Are Souvenirs?


  1. ^ Discount Holidays © Holiday Inn (
  2. ^ Evolution of Souvenirs (
  3. ^ (

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