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Souvenirs are one of the prevalent elements of the travel experience that depict images, boost identities, and trigger positive memories of a person’s vacation. Even though the purchase may take on many forms, the likelihood of purchasing a souvenir depends substantially on customers’ perceptions of the souvenir’s attributes. Unfortunately, there are limited studies on product attributes and how they influence tourists’ decisions to purchase souvenirs. Hence, this study seeks to examine the importance of product attributes and their influence on tourists’ perception towards souvenir purchase in South Africa. To achieve this end, a survey was conducted where respondents (foreign tourists) were asked to rate a set of criteria based on their importance when buying a souvenir. A five-point Likert-type scale questionnaire was used comprising of questions, which cut across the design performance and cultural evaluation indices. The results were analyzed using descriptive statistics, and the findings show that most tourists’ purchase a souvenir to remind them of their travel experiences. Therefore, the main attribute that tourists seek is for the souvenir to evoke pleasant memories their travel experiences. Besides this, local branding, functionality, portability, innovative and traditional features are additionally important attributes that positively influence tourists’ souvenir purchase preferences.