Literature is increasingly shaping where we travel, as reading culture and wanderlust merge to create one of 2025's defining tourism trends. Olivia Palamountain reports

From airport bookshops to beachside reading spots, literature is experiencing a renaissance in travel culture. The ritual of selecting a holiday read has evolved into a broader phenomenon, with destinations themselves increasingly chosen for their literary connections and cultural resonance.

From the Swiss Alps to Athenian backstreets, literary connections are driving tourism in fresh ways, with BookTok communities sparking fresh interest in locations immortalised in classic and contemporary fiction and World Book Day 2025 putting titles - and their hero destinations - in the spotlight.

This literary wanderlust is crystallised in British Airways Holidays' 2025 Travel Trends Report (available to download for free here), which identifies "Paperback-Packers" as a key trend for the year ahead.

The research reveals that 90% of UK adults read more while travelling, with the airport remaining a crucial nexus for literary pursuits - 56% of leisure readers purchase books before their flights, according to a BA Holidays/YouGov Plc survey.

As reported by CN Traveller, "books are having a street-style moment." Shots of celebrities from Dua Lipa to Jacob Elordi zipping through the airport show them gripping paperbacks like they’re designer accessories. BookTok – a category of TikTokers focused on literature content – is putting fresh momentum behind the ancient concept of book tourism. It’s even led group travel company Explore Worldwide to conduct an online survey of 2,000 Brits to confirm what book lovers already know: 72 per cent of those surveyed said a novel had inspired them to travel somewhere new.

So, where best to indulge in some literary escapism? Check out some suggestions below.

If you loved…The Paradise Guest House/ Visit: Nirjhara, Bali 

In this inspiring and moving novel, Jamie returns to Bali in search of healing - a journey that mirrors the experience awaiting guests at Nirjhara. Situated on Bali’s bountiful southwest coast, Nirjhara’s spa celebrates age-old healing practices and rituals, offering guests the chance to step back from ordinary life and heal through a selection of their spiritual off-property “blessings”.

If you loved… Outline / Visit: Monument, Athens 

On a journey to seek more creativity, Rachel spends a summer in Athens, writing and connecting with people from all walks of life. For those looking to spark their imagination in the same way, guests of Monument Hotel are treated to many of the city’s most notable finds on their doorstep - from inspiring exhibitions such as Odyssey by Markos Kampanis, to historical tours of The Acropolis and The Parthenon.

If you loved… Braiding Sweetgrass/ Visit: Cap Karoso, Sumba 

Author Robin Wall Kimmerer explores the indigenous wisdom,drawing on nature and plants as our oldest teachers—a philosophy echoed in Cap Karoso’s Shamanic Healing Journey, set to launch in March 2025. Harnessing the wisdom and knowledge of Sumba’s indigenous Marapu culture, the week-long experience has been meticulously curated to include treatments at Cap Karoso’s Malala Spa in tandem with meeting the elusive local Shaman.

If you loved … The Eight Mountains / Visit Le Grand Bellevue

A love letter to friendship and the Alps, The Eight Mountains expertly delves into the connection between man and nature. Reflecting this, Le Grand Bellevue offers a retreat that evokes the novel's themes of connecting to nature, exploring nature, and personal transformation through modern wellness techniques.

If you loved… The Apple Tree / Visit: Badrutt’s Palace Hotel

An adaptation of Daphne du Maurier’s The Apple Tree, Sir Alfred Hitchcock penned the iconic hit ‘The Birds’ while overlooking the alpine vistas from his favourite Badrutt’s Palace Hotel suite. Named after the famed filmmaker himself, fans of the story can feel the magic of the pages with a stay in the exclusive Hitchcock Suite.

If you loved… The Goldfinch / Visit: Pulitzer Amsterdam  

Central to the plot of the winner of the 2014 Pulitzer Prize for fiction, The Goldfinch, lies a small Dutch Golden Age painting called Het Puttertje. There is no better place to explore the story than Pulitzer Amsterdam’s cosy Book Collector’s Suite and its private library, inspired by the Dutch Golden Age.

If you loved… Nine Perfect Strangers/ Visit: Kamalaya, Koh Samui

Set in a remote health retreat, nine people gather for a regenerative vacation filled with mindfulness, pampering and meditation. With personalised wellness programmes and holistic health solutions, Kamalaya is just the place to reach optimal lifelong wellbeing through integrated healing therapies from East and West against a Truman Show-style backdrop.

If you loved… Eight Hundred Grapes / Visit: São Lourenço do Barrocal

Growing up on her family’s vineyard, Georgia Ford would be right at home amongst the grape vines at Barrocal’s estate. Strolling through the estate’s 780 hectares of wildflower-strewn meadows, olive groves and vineyards is the perfect way to slow down and experience total stillness before heading to the winery to sample exclusive blends on offer through a series of artisanal and oenological workshops.

If you loved… Last Summer At The Golden Hotel / Visit: Marbella Club

Much alike The Golden Hotel, Marbella Club has presided as the crown jewel vacation destination for well-heeled guests and celebrities for just over seven decades. Never out of style, the bougainvillea-lined walkways and sun-soaked patios attract modern day jet-setting socialites to the “Golden Hotel” on the Costa del Sol.

If you loved… The Salt Path / Visit: Three Mile Beach, Cornwall

Raynor Winn’s iconic book ‘The Salt Path’ recounts an evocative journey along the rugged beauty of the Southwest Coast Path. Three Mile Beach in Cornwall offers its own version with stylish beach houses just steps from the Atlantic and unparalleled access to coastal trails, guests can embrace the rhythm of the sea and forge their own story of resilience and renewal.

If you loved… The Merchant of Venice / Visit: Tuscany Now & More’s Ca’ di Lista, Veneto

Step into the world of Shakespeare’s Venice at Ca’ di Lista, a stunning 16th-century villa that featured in 2004 adaptation starring Al Pacino. Set amidst the Colli Euganei hills, this former Renaissance hunting lodge combines frescoed interiors, classical gardens, and 18th-century trompe l’oeil works. Just a short drive from Venice it’s the perfect retreat for those inspired by the drama, romance, and intrigue of Shakespeare’s timeless story.

If you loved… Voyage of the Beagle / Visit: Finch Bay, Galapagos

Follow in Darwin’s footsteps at Finch Bay, a beachfront retreat on the shores of the Galapagos Islands. This year marks 190 years since Darwin’s historic visit, with Finch Bay celebrating his legacy with six new Evolution Suites, offering panoramic ocean views and sustainable luxury. Ideal for adventurers and nature lovers, the hotel provides access to pristine ecosystems, guided eco-tours, and volcanic swimming creeks, echoing the spirit of discovery that defined Voyage of the Beagle.

If you loved Belladonna… / Visit Meneghetti Wine Hotel & Winery

Readers of the winner of the 2018 Warwick Prize for Women in Translation, Belladonna, will feel at home among the 50 acres of olive groves and vineyards at the Istrian hotel. As the book’s protagonist explores a Croatian coastal town, guests can discover the nearby towns and fishing-villages before coming to rest at the hotel enjoying al fresco meals in the courtyard and wine tastings at the on-site winery.