How tattoo tourists are changing the industry

Most people book a trip with the intention of seeing landmarks, nature, or a live performance.

And many return home with a shot glass, t-shirt, or postcard.

But a new generation of tourists are being lured to destinations for their tattoo artists.

"I've had people get a passport to come and see me," Jillaine Bergeson told Kelowna10 from her downtown studio, Boss Tattoos.

The world of tattoo tourism, or 'tattourism' has exploded in recent years, particularly among Millennial and Gen Zers. Bergeson, who's put needle to skin for six years, has seen the rise of this trend first-hand.

Many of her clients have procured tattoos while travelling abroad, penning the appointment in the itinerary as simply an enjoyable pastime.

"It is happening more. The walk-in tattoo industry is big in the summer in Kelowna," she explained.

Her studio operates privately, meaning it's not open to walk-ins. This in turn results in a higher number of clients travelling specifically for the artists, many of whom offer sought-after styles.

Bergeson has clients come from as far as Arizona and the East Coast. In September, a lady from Washington State obtained a passport to seek out Bergeson's skill in colour realism.

This is a testament to the power of social media in shaping the industry, she said.

"Many people have bad 90s tattoos because it was harder to do research back then," she said.

Technological advances have also opened the world of tattooing to more people.

As a young tattoo artist, she believes it has helped her career. But the digital evolution has its detractors.

"For people who have been tattooing for a long time ... they say, ‘dang social media has ruined our careers'," she said. "It all depends. I think you just have to have something unique that people want to go after."

Always tied to adventure and story, Bergeson sees 'tattourism' as a natural evolution of the industry, one that allows for greater diversity in styles and designs.

Gone are the days of dark skulls and staunchly black and grey ink. Enter an industry with appeal to a broader audience, with clients pursuing designs that are more colourful or feminine.

"I think the art is going to continue to grow because the technology is growing and more people are coming into the industry with different art backgrounds," she said. "There are more tattoo artists, rather than tattooers."

As for Bergeson, she has her eyes set on a unique geometric style to cover her neck and chest.

"There are artists I really admire in Europe. I will probably travel for that."