A recent study by Ubuy examined 51 countries to determine the top ten for souvenir popularity. The research gathered data on the most popular souvenir in each country, its price, annual international tourist arrivals in those countries, international tourism expenditures, and estimated earnings from souvenir sales. To measure media popularity, 2024 searches for souvenirs were considered. Ultimately, a composite score was calculated for each country’s souvenir to establish the rankings.

Rank	Country	Popular Souvenir Sample	Price (USD)	Annual International Tourist Arrivals	International Tourism Expenditures	Searches for Souvenirs in 2024	Estimated Earnings from Souvenir Sales	Composite Score
1	France	Eiffel Tower keychain	$6	117,100,000	31,193,000	155,485	$644,050,000	50.0
2	Poland	Amber jewelry	$19	88,500,000	5,547,000	19,376	$1,699,200,000	44.4
3	Italy	Murano glass pendant	$22	38,400,000	12,965,000	218,091	$844,800,000	39.2
4	Canada	Maple syrup	$7	32,400,000	41,247,000	193,265	$239,760,000	36.3
5	Spain	Flamenco dress (miniature)	$28	36,400,000	7,119,000	141,279	$1,001,000,000	34.3
6	United States	Statue of Liberty T-shirt	$15	45,000,000	48,837,000	18,820	$675,000,000	30.4
7	Thailand	Silk scarf	$6	39,900,000	3,681,000	127,657	$231,420,000	29.5
8	Japan	Yukata (summer kimono)	$37	4,100,000	6,741,000	301,796	$151,700,000	28.1
9	Czech Republic	Bohemian crystal	$23	37,200,000	6,034,000	29,356	$837,000,000	26.0
10	Mexico	Talavera pottery tile	$6	51,100,000	4,286,000	51,124	$281,050,000	25.0

France tops the list, with the Eiffel Tower keychain being the most popular souvenir in the world, with a composite score of 50. The country sees the highest annual international tourist arrivals, at 117.1 million, as well as international tourism expenditures of 31.193 million, the second-highest amount on the list. 

Poland ranks second with its popular amber jewelry, which has earned the highest estimated earnings from souvenir sales at more than $1.6 billion. Poland also sees 88.5 million annual international tourist arrivals, contributing to international tourism expenditures of 31.1 million.

Italy takes third place with Murano glass pendants and a composite score of 39.2. The country welcomes 38.4 million international tourists annually and generates $12,965,000 in international tourism expenditures. Italy’s souvenirs are quite popular, as reflected by 218,091 searches in 2024, the second-highest amount on the list.

Canada follows in fourth place with its iconic maple syrup, attracting 32.4 million international tourists annually. Tourism expenditures in the country are $41,247,000, the second-highest amount after the US. Estimated earnings from souvenir sales stand at $239,760,000.

Spain’s top souvenir is the miniature Flamenco dress, ranking fifth on the list. The country attracts 36.4 million international tourists each year, with tourism expenditures reaching $7,119,000. With 141,279 searches for souvenirs and estimated earnings of more than $1 billion from souvenir sales, Spain achieves a composite score of 34.3.

The United States is noted for its Statue of Liberty T-shirt and takes the sixth position. The country draws 45 million international tourists yearly. With the most international tourism expenditures of $48,837,000 and the least amount of searches for souvenirs in 2024 at 18,820, the U.S. achieves a composite score of 30.4. Estimated earnings from souvenir sales amount to $675,000,000.

Thailand is recognized for its silk scarves and attracts 39.9 million international tourists annually. The country sees tourism expenditures of $3,681,000 and 127,657 searches for souvenirs in 2024, earning it a composite score of 29.5. Estimated earnings from souvenir sales are $231,420,000.

Japan takes the eighth position with a composite score of 28.1. The country stands out with the Yukata (summer kimono), the most expensive ($37) and the most searched souvenir in 2024 at 301,796 searches. Despite welcoming only 4.1 million international tourists annually, Japan’s tourism expenditures reach $6,741,000. 

The Czech Republic holds ninth place, with Bohemian crystal as the most popular souvenir sample. The country attracts 37.2 million international tourists yearly and sees a tourism expenditure of $6,034,000, with 29,356 searches for souvenirs in 2024. Estimated earnings from souvenir sales are $837 million, the fourth-most amount on the list.

Mexico rounds out the top ten with its Talavera pottery tiles. The country draws 51.1 million international tourists annually, generating international tourism expenditures of $4,286,000. With 51,124 searches for souvenirs this year, the estimated earnings from souvenir sales are $281,050,000.

A spokesperson from Ubuy commented: “Souvenirs are more than just mementos; they are powerful symbols that connect travelers to the essence of a place while driving significant economic impact. Iconic keepsakes like keychains, jewelry, and traditional garments embody a destination’s unique culture and play an important role in the tourism economy. By combining cultural significance with financial influence, these souvenirs transform from simple tokens into essential components of a thriving global tourism industry.”

To see the full research, please follow this link.