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Tourists read books amidst a field of ripening rice. Photo: Hong Son/Pexels . |
Books have long inspired journeys. Readers seek out the settings in the novels, visit the author's home, libraries, or famous bookstores.
But in recent years, this connection has gone further. Instead of simply waiting for a book to bring tourists to a destination, the tourism industry has begun proactively incorporating books into its products. A bookstore can combine a café and accommodation, book fairs can attract food and shopping, and libraries have become amenities that guests consider when choosing a hotel.
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Books are seen among tourists on vacation at the Bosphorus, Turkey. Photo: Kerem Kaplan/Pexels. |
Books enter the travel experience.
The most noticeable change is seen in the current state of bookstores. Many are no longer just selling books but have expanded into dining, events, and accommodation, extending the customer experience beyond the checkout counter.
In Gochang, North Jeolla Province ( South Korea ), six independent bookstores form an experiential complex spanning approximately 20,000 square meters. According to Korea JoongAng Daily , each store pursues a different theme, ranging from philosophy and ecology to travel and picture books.
Three bookstores offer accommodation, and a café is used for author meet-and-greets. Visitors can buy books, sit and read, participate in cultural activities, or even stay overnight. On weekends, around 200 people visit the area, most spending 1-2 hours exploring and reading.
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Tourists explore a cluster of six bookstores in Gochang, North Jeolla Province (South Korea) during a short trip. Photo: @http://mo.ri.ne/. |
On a larger scale, this form of connection emerged at the "Me and the Altar of the Earth" book fair, held in Beijing, China , from September 17 to 27.
This year's event brings together over 400 publishers, distributors, and bookstores, showcasing more than 600,000 book titles and over 150 cultural activities. The event space also incorporates food, creative products, and local tourism promotion.
Furthermore, a similar shift is occurring in the accommodation sector. Skyscanner's Travel Trends 2026 report notes a 70% increase in the number of travelers switching to bookings after using hotel filters with a library, compared to the previous 12 months (June 2024-May 2025).
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Tourists sit and read books on the porch of the homestay. Photo: Hoai Nam. |
Why does the tourism industry need books?
While Gochang (South Korea) and Beijing (China) illustrate how books are integrated into experiential chains, the Zhongshwa Bookstore in Tianjin partly explains the appeal of this model to the tourism industry.
Opened in 2024, Zhongsurge attracted attention with its spiral staircase and multi-tiered shelving system. According to China Daily , after about a year, it welcomed over 2 million visitors and hosted more than 100 cultural events. Nearly half of its revenue came from non-book merchandise.
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Chung Thu Cac is one of the famous bookstores in Tianjin, China, that people often check in at. Photo: @88817._yr. |
Visual appeal also contributes to promoting destinations on social media. However, the sheer number of visitors taking photos can negatively impact reading activities. Some bookstores in China have had to implement regulations restricting flash photography, tripods, and staged photo shoots to maintain the privacy of the space.
Besides architecture, the content of books helps destinations create their own unique identity. Hotels can select works written about the region where they are located; bookstores can introduce local authors; and literary events can open up opportunities to explore local history, cuisine, and crafts. These stories help visitors understand more about the place they visit, rather than just being captivated by a beautiful photograph.
Previously, cuisine primarily served the dining needs of tourists, but it has since developed into food discovery tours, cooking classes, and festivals, becoming an integral part of the destination experience.
Books are following a similar path, with reading activities combined with accommodation, author meet-and-greets, and exploration of local culture. Through this, books help the tourism industry create more products, attract visitors, and offer unique experiences specific to each region.