A recent social media trend is showcasing the potential for literary tourism in South Africa. A German friend shared a photo of a book gifted to his niece, Deon Meyer’s The Dark Flood, which sparked her interest in visiting Cape Town. This phenomenon is part of the larger BookTok trend, where millions of young travellers are inspired to travel by books they've read. The #BookTok hashtag has garnered over 370 billion views on TikTok.
The impact of BookTok on book sales and travel is significant. According to Nielsen BookData, one in four book buyers used TikTok in 2022, resulting in nearly 90 million book sales. Skyscanner reports that over half of travellers have booked or would consider booking a trip inspired by a book. This trend is already being leveraged by tour operators in Europe, who are offering literary-themed river cruises and walking tours.
South Africa can tap into this market by framing its existing destinations through a literary lens. The country's diverse geography and rich literary heritage make it an ideal location for literary tourism. By partnering with academic institutions, independent booksellers, and digital creators, provincial tourism bodies can develop tailored literary itineraries that showcase the country's unique heritage.
Several literary themes can be leveraged to promote tourism in South Africa. The African Mythcore Fantasy Trail, inspired by indigenous mythology, is a significant driver of modern global book sales. Credo Mutwa's Indaba, My Children, a masterpiece of epic folklore and tribal history, is a notable example of this genre. This theme can be used to create immersive experiences for visitors.
The Dark Academia aesthetic, which celebrates historic universities and heritage architecture, is another popular theme that can be leveraged. Rhodes University in Makhanda and Stellenbosch University offer picturesque campuses that can be used to create curated literary weekends, including immersive evening tours and writing workshops.
Cape Town can also leverage its Cape Noir thriller market, led by Deon Meyer's crime thrillers, to create a dedicated walking tour through the city's streets and alleys that feature in his novels. Similarly, Dalene Matthee's novel, Circles in a Forest, provides a framework for high-end eco-tourism in the Knysna Forest.
To fully realise the potential of literary tourism, South Africa's provincial tourism bodies must collaborate with stakeholders, including rights holders, to develop and promote these literary itineraries. The town of Richmond, officially recognised as South Africa's Book Town, can be elevated as a premier national destination for slow travel and creative retreats.
Key points
- South Africa can leverage BookTok to boost literary tourism by framing destinations through a literary lens.
- The country's diverse geography and rich literary heritage make it an ideal location for literary tourism.
- Collaboration between provincial tourism bodies, academic institutions, and digital creators is necessary to develop and promote literary itineraries.
