This research is motivated by the low awareness of souvenir merchants about tourism. It aims to produce a module development on tourism awareness for souvenir merchants which explore tourism awareness, tourism awareness improvement modules, content validity testing, convenience testing, module effectiveness testing, and the process of developing a tourism awareness module. The research uses a development approach with qualitative method. Tourism awareness data sources were obtained from souvenir merchants; tourism-awareness modules through Focus Group Discussion; validity test data and module practicality from education experts; city market service and testing module effectiveness from souvenir merchants. The research describes the low tourism-awareness of souvenir merchant, the making of tourism-awareness modules as guidelines for souvenir merchants to participate in advancing the tourism area, and the validity of contents of tourism-awareness development module and module practicality test with a good result. In addition, tourism-awareness modules have proven effective to improve tourist-awareness of souvenir merchants and tourist-awareness modules design based on the behavior that must own to be able to actively participate in developing Bukittinggi City as a tourist area.