Literary locations at IMEX
Where the cultural compass is pointing
In 2025 it’s not just about the destination, but the story behind it. According to
Condé Nast Traveller, “travel gets lit” is one of the year’s defining trends, where “books are becoming blueprints for travel” and literary festivals are the new cultural compass points. This isn’t about reading just to pass the time when we’re traveling—it’s about traveling because of what we read, and where those stories take us.
As
National Geographic puts it, “Book festivals are more than just literary events—they’re cultural celebrations that bring people together through the power of storytelling.” And at a time when travelers are seeking deeper, more meaningful experiences, these festivals are becoming must-visits for the culturally curious.
From the history-laden streets of Edinburgh to the sun-drenched shores of Jamaica, literary festivals are drawing global audiences who want to connect with place through prose. The Edinburgh International Book Festival, one of the world’s largest, transforms the Scottish capital into a buzzing hub of ideas and imagination every August. While the Calabash Literary Festival on Treasure Beach in Jamaica offers a more laid-back, barefoot-in-the-sand vibe, where readings are punctuated by reggae beats and tropical breezes.
In Berlin, the International Literary Festival brings together voices from across the globe, reflecting the city’s reputation as a crossroads of culture and creativity. In the US, the Brooklyn Book Festival and the Tennessee Williams and New Orleans Literary Festival offer two very different but equally compelling takes on American literary life—one urban and edgy, the other steeped in Southern gothic charm.
The trend isn’t just about the festivals themselves, but the journeys they inspire. As Condé Nast Traveller notes, “Literary travel is about stepping into the world of a book, whether that’s following in the footsteps of a favorite author or visiting the setting of a beloved novel.”
The Hay Festival of Literature and Arts, held in the Welsh border town of Hay-on-Wye, is a perfect example. Sometimes called “the Woodstock of the mind,” it draws thinkers, writers and readers from around the world. And in Finland, the Helsinki Book Fair offers a Nordic perspective, blending literature with design, sustainability and social debate.
What unites these festivals is their ability to turn reading into a shared, place-based experience. As National Geographic puts it, “There’s something magical about hearing an author read their work in the very place that inspired it.” That magic is what today’s travelers are chasing.
Literary locations at IMEX include
Helsinki Convention Bureau, booth E1504;
Jamaica Tourist Board, booth D2831;
Meet in Wales, booth E1805;
New Orleans & Company, booth C4131;
New York City Tourism & Conventions, booth C4331;
visitBerlin, booth E1930; Visit Scotland, booth E1705
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