Fridge magnets are out. Thrifted souvenirs are in. In 2025, travellers are swapping mass-produced keepsakes for unique vintage finds, fuelling a boom in market and thrift tours. This new wave of travel, called “thrift tripping,” is reshaping how people explore destinations and the mementos they bring home.

Market Tours Claim Second Spot in Global Travel Experiences

Shopping and market tours have now become the second most popular activity worldwide, just behind sightseeing. According to Arival’s 2025 report, 30% of global travellers are booking these experiences. The rise aligns with a growing desire to travel sustainably and immerse in local culture. It reflects a shift in spending from traditional souvenirs to authentic, locally sourced treasures.

Search Data Reveals Record Interest in Sustainable Shopping Experiences

Google searches for “market tours” hit an all-time high in August 2025, with 203,000 monthly searches and a 61% increase over the past year. In the last quarter alone, searches for “market tours” rose 171%, “flea market tours” 79%, and “thrift tour” 42%. The numbers highlight how sustainable fashion is influencing travel planning, with travellers actively seeking eco-friendly, culture-rich experiences.

Social Media Sparks Thrift Tripping Craze

Platforms like TikTok are driving the trend, with videos of travellers “flying 24 hours to go thrifting” gaining hundreds of thousands of views. One clip showing a traveller returning home with only thrifted clothes as souvenirs reached over 138,000 views. Comments flooded in from viewers eager to follow the trend, demonstrating how social media can transform niche interests into global travel movements.

Sustainable Fashion’s Growing Influence on Travel

The boom in second-hand fashion has been fuelled by resale platforms like Vinted and Depop, with searches for “sustainable fashion” at record highs. Samuel Jefferies of Bókun notes that queries like “thrifting in Bangkok,” “Italy vintage markets,” and “vintage tours Miami” have surged over 1000% in the last month alone. This shows a direct link between fashion trends and travel behaviour.

Why Thrifted Souvenirs Are Winning Over Travellers

Younger generations, especially Gen Z, are embracing thrifted items as unique, personal souvenirs that carry a story. This shift is rooted in sustainability, authenticity, and a desire to support local communities. Instead of plastic fridge magnets, travellers are leaving markets with one-of-a-kind vintage garments or accessories that can be worn, used, and remembered for years.

Opportunities for the Tourism Industry

Tour operators have a chance to ride the wave by incorporating vintage shopping stops into their itineraries. This could mean adding flea market visits to walking tours or partnering with local thrift vendors to create exclusive shopping experiences. Such strategies tap into cultural trends while boosting bookings and supporting small businesses.

The Cultural and Environmental Benefits of Thrift Tripping

Beyond the personal appeal, thrift tripping promotes eco-friendly consumption by reducing demand for mass-produced goods. It also keeps money within local economies, helping independent sellers and artisans thrive. As more travellers seek meaningful connections with destinations, market and thrift tours are becoming not just a trend, but a movement in responsible tourism.

Looking Ahead: Will Fridge Magnets Disappear?

While traditional souvenirs may never fully vanish, the rise of thrift tripping signals a powerful cultural shift. As sustainable travel and fashion trends grow, the demand for authentic, locally sourced mementos will likely continue climbing. In 2025, the world is witnessing a merging of industries—fashion and tourism—changing the way people travel, shop, and remember their journeys.

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