The Rise of Tattoo Tourism: The New Way Millennials and Gen Zers Plan Vacations

A POSTCARD or fridge magnet is enough for most travelers to remember a trip. But some want a more personal, permanent way to preserve their memories. 

Welcome to the world of “tattourism,” a trend pioneered by Gen Z and millennials, who memorialize a trip with a tattoo as the ultimate souvenir. They’ll often travel far for the opportunity to get etched by a renowned tattoo artist, whose creativity is on display on social media and whose highly coveted designs sometimes lead to wait lists that span from months to even years.

For instance, Christopher Rogan, who is from Montvale, N.J., flew to Los Angeles in 2015 to get a tattoo by Dr. Woo, a tattoo artist with 1.7 million Instagram followers. “I saw his Instagram page and fell in love with every piece he had done,” said Rogan, 40. 

The potential to forge a connection to a destination led Andy Glickman to become a tattourist. The 32-year-old hair stylist and yoga teacher from Philadelphia has a Star of David tattoo from a trip to Israel, where he delved into his Jewish heritage. On a trip to Chiang Mai, Thailand, he received a hand-carved Sak Yant tattoo on his back from a Buddhist monk, a bid to strengthen his spirituality. “Each piece signifies a transformative moment in my life and a bond to the exotic location.” 

Glickman also booked a date at High Voltage Tattoo, then owned by Kat Von D (tattoo artist Katherine von Drachenberg), on a 2012 trip to L.A. “The trip and tattoo—a mirror that said ‘perfection’—were perfect for 21-year-old me who loved celebrity culture,” he said.

Similarly, Rachel Ahrnsen, a 30-year-old grant writer from Cincinnati, Ohio, sought out Razzouk Tattoo in Jerusalem, a shop that has tattooed pilgrims since the 14th century. “It’s cool to feel connected to people hundreds of years ago, who were tattooed with the same design,” Ahrnsen said, who chose a Love and Family design with its tree and birds imagery.

Hotels and cruise lines have taken note of this new type of travel. In 2019, Moxy Hotels, a Marriott subsidiary known for its youthful vibe, signed up tattoo artist Jonathan “JonBoy” Valena (whose clients include Justin Bieber and Kendall Jenner) for an exclusive residency at their Times Square hotel.

Virgin Voyages’s onboard cruise offerings now include a tattoo shop curated by World Famous Tattoo Ink (which boasts half a million Instagram followers). Frank Webber, Virgin Voyages’ SVP of Fleet Operations, came up with the idea after going to a well-known tattoo artist in Miami Beach and learning that customers came in before or after a cruise to commemorate their vacation. “It’s a feature that fits our notion of the ‘modern romance of sailing,’ ” said Webber. 

Madison Blancaflor, a New Jersey-based writer, spontaneously got tattooed on Virgin’s inaugural Scarlet Lady voyage with stops in Nassau and Bimini in 2021. The 27-year-old chose an image of an airplane on her wrist to honor her grandfather. “How many people can claim they got a tattoo in international waters?” she said. 

Friends who mark a vacation together by getting the same tattoo will always remember that time whenever they see each other. Cristina Ferucci, a 25-year-old producer at an N.Y.C. marketing agency, and three friends got matching star tattoos in London in May to symbolize their friendship and a postponed pandemic trip. “We needed something to signify and hold this moment together forever,” she said. “It’s small, but it’s the best keepsake.”

“What’s important is not what someone else thinks of my tattoos, but what I derive from them, the satisfaction and personal joy they bring me,” said Sean Flynn, a 36-year-old editor, who lives in  Jersey City, N.J., and spontaneously got a tattoo on a recent trip to Barcelona. “That’s better than any souvenir.”

IN SEARCH OF INK

Destinations that inspired ‘tattourists’ to book appointments and flights 

Auckland, New Zealand

Māori tattoo artist, Inia Taylor, lives in the farmlands outside Auckland. Using the Tā Moko process, Taylor gently chisels ancient motifs and personal narratives in dark pigments into clients’ skin. His work weaves a visual saga of local mythology. [email protected]

Thailand

Sak Yant Chiang Mai, a monk-run tattoo shop in northern Thailand, marries spirituality and art in each Sak Yant design. One client’s monthlong retreat ended in a hourslong tattoo session that included the use of gold flakes. SakYantChiangMai.com

Tokyo

Tattoo artist Horimitsu employs tebori, a Japanese practice where tattoos are hand-carved, instead of machine inked, using a delicate metal tool. He likens it to “painting with a brush.” His vibrant imagery features Koi fish, dragons and tigers. Forty-hour-long sessions for a full “sleeve” effect and three hours for palm-size artwork have drawn devotees. [email protected]

Hudson Valley, New York

Nestled in the Hudson Valley of New York, artist Rosa Bluestone Perr reinvigorates the age-old artistry of hand-poked tattoos, which are done by hand with a needle, instead of a tattoo machine, to deliver a design in indelible ink. Dating to 5,200 B.C., the ancient technique has been newly interpreted by Perr, who said her tattoos look as if they’ve been “sketched on your skin, rather than being flawlessly imprinted by a machine.” The precise whereabouts of her studio are withheld until a booking is confirmed, ensuring a private and out-of-the-norm experience. BluestoneBabe.com

Hawaii

Remember vivid leis and roses inked on sailors’ biceps? Oahu-bound Gen Z and millennials are drawn to the maritime tattoos by artist Keir McEwan, who was born and raised in Hawaii and brings sun-drenched colors and bold outlines into his signature flash tattoos (pre-drawn,  pre-colored designs), inspired by industry titans like Sailor Jerry and Ed Hardy. Queen Street Tattoo, 808-637-9888

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