Tourists to Rotorua are choosing to take home a permanent souvenir - a tattoo.
According to travel bible Lonely Planet, the North Island is the second best place in the world to get a tattoo and a local ta moko studio says the recognition is no surprise.
The Lonely Planet Best in Travel 2013 lists New Zealand ahead of Morocco, Japan and the US, with Wat Bang Phra in Thailand judged the only place better to permanently ink your skin.
"Think 'Maori warrior' and an image of a fierce-looking dude with blue tattoos swirling across his face appears," Lonely Planet said.
"In New Zealand's indigenous culture, the complex designs - called ta moko - represent a person's identity, origin and bravery. It's like a history on the skin for those who know how to read it.