For decades, souvenirs have been inseparable from tourism. These artifacts have real value and preserve Africa’s heritage. But they are threatened by the digital age.
Development of the Souvenir Industry in Africa
Bringing home a souvenir is a way of anchoring part of the trip or recreating memorable experiences in an atypical destination. This common practice benefits many communities, traders, and artisans.
History of souvenir marketing
This trend goes back several centuries. Since ancient times, the Egyptians, Greeks, and Romans have collected artifacts as souvenirs. These were usually traditional crafts or other interesting finds from their expeditions to foreign lands. The very first souvenir industry was born in the Middle Ages. At that time, travelers would take a small piece of the tourist attractions to take with them as part of their journey.
The souvenir industry developed rapidly and moved towards convenience. This industrialization encouraged the mass production of items such as colorful Maasai jewelry, masks, and ebony carvings. However, mass production introduces cheap items that call into question their authenticity. African souvenirs are gradually losing their historical value, giving way to artifacts such as simple travel souvenirs.
Economic Contribution of Souvenirs
In addition to their cultural importance, souvenirs represent a significant source of revenue for the world’s tourism industry. Approximately one-third of a tourist’s travel budget is spent on retail purchases in the local market.
In Africa, the handicraft sector plays a significant role, contributing 5 % to GDP each year. It accounts for 70 % of employment and employs 90 % of the workforce. By helping to diversify local economies, the souvenir market offers an alternative source of income to traditional sectors such as agriculture or mining, as seen in Angola.
Real value of souvenirs
Bringing home a souvenir of cultural value contributes to the preservation of heritage and culture. Souvenir revenues directly benefit local communities. However, it is estimated that two-thirds of traditional souvenirs are not of indigenous origin. Concerns about authenticity and manufacturing value challenge local communities’ share of the profits from the souvenir industry
Unmissable Traditional African Crafts
The alleys of tourist destinations are often lined with souvenir shops and stalls. All kinds of stalls offer a variety of items at a wide range of prices. Here are some of Africa’s most popular souvenirs.
Southern Jewelry and Wooden Animal Sculptures
Wooden mini-sculptures of wild animals such as lions, crocodiles, and giraffes are popular. Wooden or soapstone masks, such as the Makonde of Kenya, are also popular souvenirs in Africa. These works of art honor the ethnicity of the artisan and are usually made of ebony, a precious wood. Masai jewelry with colorful beads is also highly prized for its unusual appearance. These items are made of copper, pearls, turquoise, soapstone, or coral.
Trade in precious materials
Kenya has a variety of high-quality textiles, some of which can be decorated. The best known are Kikoy, hand-woven from high-quality cotton with braided fringe, and Java. In South Africa, leather goods are made from ostrich skin, while the sale of precious stones is common. The market offers lower prices than in Europe. It is also possible to buy gemstones and rough stones from officially licensed brokers. The purchase of manufactured souvenirs is particularly beneficial to the local community, creating value-added chains.
Commercial Souvenirs
The African souvenir trade also includes more accessible and affordable souvenir items. Kiondos bags, for example, are the result of the expertise of the Kikuyu ethnic group in Kenya. These items are made from hand-woven sisal and decorated with leather trimmings, sometimes embellished with shells or pearls. In Rwanda, made-to-measure tunics and shirts are available in Kitenge. The country is also known for its pottery and ceramics, available at the Kacyiru artisan cooperative in Kigali. A vase costs between 1.5 and 7 EUR.
Culinary souvenirs are also widely sold, such as Amarula liqueur and Rooibos tea from South Africa. Famous beverages such as authentic Ethiopian coffee and the famous Rwandan tea. The latter is available in the local market at a bargain price of 0.30 EUR per 100 grams.
Issues and Challenges for the Future of the Souvenir Industry
Despite its development and long history, the future of the souvenir industry in Africa is uncertain. Several challenges call into question the viability of souvenirs in Africa.
Mass Production and Cultural Authenticity
The industrialization of tourism is driving the commercialization of souvenirs, posing a major threat to cultural authenticity. In fact, in their quest to maximize profits, companies and retailers engage in cultural appropriation. Some souvenirs may be reproductions of artistic or cultural works. They are mass-produced generic souvenirs with no connection to the real culture and no benefit to indigenous communities. This highlights the importance of protecting intellectual property rights to prevent counterfeiting and protect local artisans.
Sustainability and Ecosystem Conservation
The mass production of souvenirs raises questions about their sustainability. On the one hand, the use of polluting materials harms the environment, prompting travelers to choose more eco-friendly options. On the other hand, the overexploitation of natural resources needed to produce souvenirs leads to environmental damage reported by local governments. The latter severely punish tourists found in possession of harmful souvenirs, such as coral or botanical samples.
Declining interest from younger generations
Another challenge is preserving local traditions in the face of digitalization. Souvenirs, once essential, are losing their relevance with the advent of social networks, threatening even handcrafted memorabilia. The digitization of souvenirs, especially photos shared online, is becoming as valuable to young travelers as physical souvenirs. In addition, the growth of e-commerce poses a challenge to souvenir shops. This is forcing companies to adapt by developing an online presence while maintaining a unique in-store experience. As a result, the souvenir industry must evolve in line with current trends. This market must focus on sustainability, authenticity, and innovation to ensure its future success.
