Gen Z and Millennials are booking their vacations around the best tattoo locations. This new phenomenon that’s been coined “tattourism” is essentially when young travelers visit places based on where they can get the best tattoo from famous artists they find on social media. This growing trend has even been noted by hotels—the Marriott subsidiary Moxy Hotels brought Jonathan “JonBoy” Valena, a celebrity tattoo artist, on for a residency at their Times Square hotel to tap into their younger consumer base. What makes these ink jobs worth travelling across the country (or even the world) for is that it’s a permanent and sentimental way for travelers to commemorate special trips, which according to one Millennial “tattourist” is “better than any souvenir.” YPulse research shows that around 40% of young people have tattoos, and many view getting them as a form of self-care. (WSJ)
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