In this paper, the author examines the presentation of textile souvenirs from Serbia as an important and emerging trend in tourism, with the intention of highlighting the aesthetic and cultural value of these items. These souvenirs attract significant attention from visitors who travel with the aim of learning about and experiencing the cultural diversity of other regions. The focus of the research is on textile souvenirs that are frequently found at various tourist destinations, such as fairs, festivals, restaurants, hotels, and other venues that attract both domestic and international tourists. The author provides a brief overview of the main types of textile souvenirs produced in Serbia, paying particular attention to their traditional and artisanal characteristics. Additionally, the paper touches on notable tourism-related events in the region where these souvenirs are prominently featured. Through the use of economic indicators, the paper explores the integration of textile souvenirs within the broader framework of the marketing mix. In economic and marketing theory, the four primary components of the marketing mix are product, price, promotion, and place (often referred to as the "4Ps"). In the context of tourism, three additional components are frequently added: people, process (of service delivery), and physical evidence/environment. Together, these seven elements form what is known as the "7Ps" of the extended marketing mix, which is particularly relevant for service-based industries such as tourism. The concept of benchmarking in tourism is also addressed, with a comparative analysis of successful examples of souvenir marketing and sales in Serbia and neighboring countries. This comparative approach provides insight into best practices and effective strategies for enhancing the visibility and economic potential of textile souvenirs within the tourism sector. Furthermore, emphasizes the importance of preserving traditional customs and intangible cultural heritage through the use of authentic Serbian motifs and symbols in the design of tourist souvenirs. This not only supports local craftsmanship but also strengthens cultural identity and differentiation in a competitive global tourism market. The empirical part of the paper is based on survey research conducted among adult respondents. The study investigates their perceptions and attitudes regarding textile tourist souvenirs, the relationship between souvenirs and traditional textile crafts, and the perceived connection between these souvenirs and the elements of the marketing mix. The ultimate goal is to explore how textile souvenirs can contribute to the overall profitability and sustainability of tourism in Serbia.