Literary Tourism Market: Anticipated Sales Growth with a Robust 3% CAGR, Valued at USD 2.96 Billion by 2032 | FMI

The literary tourism market is poised to reach a valuation of USD 2.2 Billion in 2022. Sales are projected to increase at a 3% CAGR, with the market size reaching USD 2.96 Billion by 2032.

The idea of literary tourism celebrates a place’s history and culture. The idea is to visit places in different parts of the world that are prominent in various non-fiction books. They can captivate new visitors, boost domestic travel, and advertise the tourist destinations.

Literary tourism is increasing, particularly in places with a long history and a rich cultural heritage. The top city in the world for literary tourists is London, which is followed in that order by New York, Paris, San Francisco, and Rome in Italy. These cities have at least one well-known poet, writer, or artist as residents. Their countries are happy that they have featured notable literary figures, but they are also happy because their economies have profited from their notoriety and the literary tourism that their writings have stimulated.

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Literary tourism happens when authors or their works of literature become so well-known that visitors are drawn to either the places where the authors were born, lived, or died, or the places where their works have been based (Busby & Klug, 2001). The practice of visiting locations linked to authors, characters, or works of literature is known as literary tourism. This could involve going to an author’s tomb, a place where they currently live or once lived, the setting of a book, or even the path travelled by a fictitious character. Insofar as they may see or touch items or memorabilia connected with the authors (or their writings), visiting such locations enables literary admirers to interact with the authors they respect.

England is the most popular location for book tourists, and London and Stratford are well-known because of world-renowned Shakespeare. Shakespeare’s Globe is a contemporary recreation of the Elizabeth Globe Theater in Southward, London, which was the setting for several of William Shakespeare’s plays.

Key Takeaways from the Literary Tourism Market Study:

• The North America and Europe regions hold a market share of ~18% and ~28% respectively.
• The Covid-19 pandemic had a 45% impact on the value of the Literary tourism sector.
• New Zealand, the USA, France, India, Japan, the UK, and Ireland are some of the most popular destinations for Literary tourism.
• There is a growing international market for literary tourism which has, in part, been driven by links between literature, literary characters and film productions that embed characters in real or imagined places
• Ratio of literary tourism in global tourism industry is less than 1%
• Locations associate with authors birthplace; graveyard home are the most popular location types in the Literary tourism market.
• Online booking channels lead the charts in Literary tourism market booking channel segmentation.

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Who is winning?

The top businesses are able to maintain their competitive advantage in the industry by offering all-inclusive packages and saving travellers the effort of browsing multiple channels for their trips. Government investments and initiatives have helped firms improve their service offerings while also boosting the market.

Key Players

• Intrepid
• Explore
• Exodus Travel
• G Adventures
• on the Go Tours