This study reveals the tendency for souvenir design at tourist attractions to become monotonous and proposes initiatives to reinvent souvenir creativity inspired by cultural heritage. Souvenirs are a strong indicator of a visitor’s presence in a location. However, many tourist attractions’ souvenir designs have tended to stagnate over time. According to our research on the tourist souvenir market, there is a tourist souvenir market saturation, which has a negative impact on local souvenir entrepreneurs and the local economy. In this study, we used a qualitative approach, conducting observations in tourist areas such as Kamasan Village and Ponorogo Regency. Through interviews, field observations, and an inventory of visual potential for souvenirs, we discovered a variety of visual potential in artistic forms found in cultural heritage. These options can be turned into exciting new souvenir forms. Cultural heritage values must also be promoted to tourists by transforming visual aspects of cultural heritage into souvenirs as part of a campaign for cultural preservation. This study contributes significantly to the diversification and innovation of the tourist souvenir industry. It is hoped that the study’s findings will inspire souvenir entrepreneurs and other interested parties to overcome creative barriers and attract a more diverse range of tourists. This study addresses monotonous designs by drawing inspiration from cultural heritage and reviving tourist souvenir creativity. Stagnant markets have a negative impact on local entrepreneurs and economies. We identified artistic potential in Kamasan using qualitative methods and transformed it into an innovative souvenir concept. The study focuses on the transformation of visual aspects of cultural heritage into souvenirs, but it may not cover the entire spectrum of cultural heritage values and their representation in souvenir design.