From Set-Jetting to Story-Living
Visiting Alnwick Castle because it stood in for Hogwarts or touring Dubrovnik's historic walls to relive scenes from 'Game of Thrones' has been a dominant travel trend for over a decade. This phenomenon, known as "set-jetting," allows fans to step into
the worlds they see on screen. It’s a fun, tangible way to connect with a beloved story. But as the initial novelty wears off, a growing number of travellers are looking for an experience that connects them not just to the film adaptation, but to the original written word and the creative spirit behind it. This marks a shift from passive sightseeing to a more active, imaginative form of travel.
Walking in the Author's Footsteps
One of the most significant new trends involves tracing the life and inspirations of an author. Instead of visiting a place because it appeared in a single scene, these tours explore the landscapes that shaped a writer's entire worldview. Think of walking the windswept moors that inspired the Brontë sisters, not just a specific house from 'Wuthering Heights'. Companies now offer curated itineraries that follow Jane Austen through Bath and Hampshire or Ernest Hemingway’s paths through Paris and Key West. These journeys offer a richer context, connecting travellers to the author’s personal history, creative process, and the environment that fuelled their imagination.
The Rise of Atmospheric Travel
Another evolution is the concept of atmospheric or thematic travel. This is where travellers visit a destination not because it's explicitly named in a book, but because it captures the book's mood. A fan of Scandinavian noir might travel to Stockholm or Copenhagen to soak in the stark, moody landscapes that define the genre. Someone captivated by the magical realism of Gabriel García Márquez might journey to Colombia to experience the vibrant culture and lush scenery that permeate his novels. This approach is less about finding exact locations and more about immersing oneself in the feeling and essence of a literary world, letting the imagination fill in the blanks.
Community, Curation, and Quiet Contemplation
The new wave of literary travel is also deeply communal and intentional. The popularity of literary festivals in destinations like Jaipur, Berlin, and Buenos Aires is surging, drawing travellers who want to engage in conversations about books with authors and fellow readers. Similarly, "bookstore tourism" has emerged as a dedicated niche, with travellers planning trips around visiting iconic independent bookshops, which are now seen as cultural landmarks in their own right. Beyond community, there's a growing desire for quiet contemplation. So-called "readaways" or reading retreats are becoming popular, where the entire point of the vacation is to escape distractions and simply read. Accommodation searches for properties with libraries or reading nooks have seen a significant increase. These trips prioritise rest and deep engagement with the written word over a packed itinerary.
