From 'Set-Jetting' to 'Book-Setting'
The phenomenon of visiting locations from movies and TV shows, known as 'set-jetting' or 'screen tourism', is well-established. It’s an industry that turns viewers into visitors, boosting local economies in places like New Zealand's 'Middle-earth' or Croatia's
'King's Landing'. However, a different kind of pilgrimage is gaining momentum: literary tourism. Instead of following a director's vision, these travelers are chasing a feeling, an atmosphere, or a character they first met in a book. This shift reflects a desire for a deeper, more imaginative connection to a place, one that is co-created in the reader's mind long before they arrive.
The Power of the Reader's Imagination
Unlike a film, which presents a fully realised world, a book provides a blueprint. The author describes the winding lanes of London or the sun-drenched hills of Tuscany, but the reader fills in the details, sounds, and smells. This act of imagination forges a powerful personal bond with the setting. When a reader visits a place from a novel, they aren't just seeing a backdrop; they are stepping into a world they helped build. Functional MRI studies have shown that a reader's brain activity mirrors that of the person experiencing the story, creating a sense of lived experience before ever booking a flight. This makes the eventual journey feel less like a first-time visit and more like a return to a familiar place.
A World of Literary Destinations
While blockbuster literary locations like the Harry Potter trail in Edinburgh or Jane Austen's England are perennial favorites, the trend extends far beyond. Readers are tracing the steps of characters in Gabriel Garcia Marquez's Colombia, seeking out the moody landscapes of Scandi-noir thrillers, or exploring the Tokyo of Haruki Murakami's novels. This form of travel often leads people off the beaten path to places they might never have considered, offering a more authentic glimpse into local life. Even fictional towns inspire travel; fans of Elena Ferrante's Neapolitan Novels journey to Naples to soak in the atmosphere that permeates her work. The goal isn't just to see, but to feel the story in its native environment.
The Bookstore Becomes the Main Attraction
Literary tourism isn't just about visiting settings from novels. The very places that celebrate books—independent bookstores and libraries—are becoming destinations in their own right. This 'bookstore tourism' sees travelers planning itineraries around visits to iconic shops like Powell's City of Books in Portland or Hatchards in London. These spaces are treasured as cultural hubs that offer a sense of community and discovery that an algorithm can't replicate. The trend is so significant that some travel sites have seen a major increase in users filtering hotel searches for a 'library'. Many bookstores are leaning into this, adding cafes, hosting events, and creating walking tours that connect local literature to the surrounding streets.
A Slower, More Mindful Journey
At its heart, the rise of literary tourism is part of a broader shift towards slower, more meaningful travel. In a world of digital noise, these trips offer a chance to disconnect and engage more deeply with a single focus. It encourages a slower pace, wandering through a neighborhood described in a novel or spending an afternoon reading in a park a famous author frequented. This approach is often more sustainable, directing tourists to a wider array of locations beyond the typical hotspots. For many, it's about transforming travel from a checklist of sights into a richer, more personal story.
