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There are many reasons why we decide to invest money and time in travel, and along with that comes a myriad of destination choices to suit every need. Within the realm of travel, many people love to journey to lands of imagination, inspiration, and stories from the pages of books. So what is this travel trend?
Literary tourism - Stepping into a world of imagination
Literary tourism is a form of tourism to destinations associated with books or the life and career of literary authors. This could be a city that served as the setting for a story, or the place where the author was born, raised, or wrote.
So what makes this form of tourism so attractive to people?
One of the unique aspects of literature lies in its ability to take us on a journey boundless by borders and time, with language as the medium of communication. It opens up a vast world of imagination, and this very fact sparks a simmering curiosity, urging people to explore and answer the question: is reality different from what the mind portrays?
Literary tourism transports people into the world of imagination.
On the other hand, with classic literary works, the stories of the writers' lives are also a topic of public interest. People want to know what kind of environment they grew up in, where their creative inspiration came from, and how they were nurtured, leading them to want to participate in the journey of following in the authors' footsteps, the very journey from which their stories were born.
Phuong Anh, currently living in Hanoi, has had the opportunity to visit many places associated with literary traditions, such as Denmark – the birthplace of Andersen's fairy tales – and the Vatican, featured in Dan Brown's novel *Angels and Demons*.
"Visiting literary sites is an incredibly exciting experience for me. It gives me the feeling of truly living within the stories and experiencing them in a completely new way, discovering and seeing the stories from a different perspective than when just reading them on the pages of a book," Phương shared.
The character visits the home of author Hans Christian Andersen.
Literary tourism destinations
This travel trend is not surprising, given the undeniable growth of the literary community. The greater the demand, the more destinations and services emerge to meet it.
England is one of the places witnessing the strongest growth of this tourism trend thanks to its rich and developed literary tradition. From great writers and playwrights like William Shakespeare to the magical world of Harry Potter, or the mysterious cases of Sherlock Holmes, all have become "magnets" attracting fans.
The house at 221B Baker Street in the Sherlock Holmes series.
In London, 221B Baker Street – the house featured in Sir Arthur Conan Doyle's Sherlock Holmes novels and now the Sherlock Holmes Museum – remains open to long lines of visitors every day. Meanwhile, statistics show that Stratford-upon-Avon, Shakespeare's birthplace, receives 3 million tourists annually. The regional authorities focus on promoting and developing tourism linked to the great writer's fame, showcasing his birthplace, establishing museums, theaters, and many other tourist attractions.
Café Majestic - where J.K. Rowling once wrote a part of the Harry Potter series.
It's not just England; many other places have left unforgettable marks in the literary tourism niche. For example, Paris with the story of the Hunchback of Notre Dame, or Florence associated with the image of Pinocchio. Another example is the city of Porto, Portugal. Although not the setting of the famous Harry Potter series, nor the birthplace of author J.K. Rowling, this city attracts many literary tourists because it was one of the places that inspired the first book in the wizarding world. Café Majestic – where J.K. Rowling once studied and wrote – has become one of the most famous destinations in Porto.
A potential travel trend
Literary tourism emerged in the 19th century, alongside other tourism trends, and is gaining increasing attention.
In recent years, the demands of the travel community have expanded beyond simply relaxing vacations, visiting famous landmarks, and checking in at world icons. Many are seeking out more unique and unusual destinations, connected to specific cultural values, to satisfy their need for exploration and broaden their knowledge. This creates opportunities for niche tourism, such as literary tourism, to flourish.
Ernest Hemingway's home in Key West, Florida.
Literary tourism also offers many localities the opportunity to promote local tourism and create a unique regional brand. In Key West, Florida, one of the most famous landmarks is Ernest Hemingway's house from the 1930s, now restored as a tourist attraction and museum. There, visitors can learn about the renowned writer and his classic works. In this way, Ernest Hemingway's name has significantly contributed to the development of the tourism system in the area.
Furthermore, the development of infrastructure and transportation systems, along with the explosion of technology and services, has made it easier than ever to search for information, book tours, and find accommodation. This is a particular advantage for literary tourism, on the one hand making it easier for the public to access lesser-known literary destinations, and on the other hand helping local authorities communicate more effectively with interested and appreciative individuals.
A corner of Vu Dai village in the work "Chi Pheo".
In Vietnam, literary tourism hasn't yet become a widespread trend, but it's already showing nascent potential within the book-loving community. Vu Dai Village in Ha Nam province – the setting for Nam Cao's novel "Chi Pheo" – is a prime example. However, the number of similar literary destinations remains limited. This could stem from Vietnamese reading preferences and travel habits, the fact that Vietnamese literary works haven't yet reached international readers, or the lack of prioritized preservation of literary sites. Nevertheless, given the growing reading culture across all age groups in Vietnam, this remains a promising trend for the future if properly guided and developed.
