When a guest leaves your attraction with a souvenir, they’re not just taking home a reminder of their visit, they’re also carrying a potential marketing tool. In today’s digital age, souvenirs aren’t just purchased; they’re photographed, shared, and posted online. That makes your merchandise range a bridge between the physical and digital experience of your venue.

So, what makes a souvenir “share-worthy”? Let’s explore.

1. Make It Photogenic

Social media thrives on visuals. Souvenirs with bold colours, striking patterns, or clever design details stand a far better chance of appearing on Instagram feeds or TikTok videos. Think about how your products look not only on the shelf, but also in someone’s hand, on a desk, or in a holiday snap.

2. Lean Into Storytelling

Guests don’t just post a picture of a product, they post a memory. Souvenirs that carry a strong connection to your attraction’s story (whether it’s a local landmark, a species from your aquarium, or a design inspired by your archive) make that story part of their online life.

3. Encourage Personalisation

Adding a name, date, or phrase transforms a standard product into a personal statement. Personalised items naturally inspire people to share them with friends and followers, after all, who doesn’t like showing off something made just for them? You can add personalisation to products by getting in touch with our sister  company Merchr.

4. Think About Packaging

Unboxing videos and “aesthetic hauls” are huge across platforms like TikTok and Instagram. By adding a simple sleeve, swing tag, or eco-friendly wrap, you elevate the guest experience and increase the chance your souvenir gets shared online.

5. Design for Multiple Uses

Reusable water bottles, tote bags, and notebooks don’t just live in the cupboard, they’re seen daily. That visibility makes them more likely to appear in photos and posts, giving your brand extended exposure long after the visit.

6. Build in the “Moment”

Could your shop include a photo spot or display that encourages guests to snap a picture with their new purchase? A branded backdrop or playful prop turns buying into an experience worth sharing.

The Takeaway

Souvenirs have always been about memory-making. But now, they’re also about story-sharing. By designing products with social media in mind, you don’t just sell more, you extend the reach of your attraction far beyond your walls. Every photo, post, and story becomes a ripple of free marketing, powered by the souvenirs your guests love to show off.