How BookTok could boost South Africa’s literary tourism

BookTok, with its billions of views and growing influence, is transforming perceptions of destinations in South Africa, exemplified by books like Deon Meyer’s _The Dark Flood_. Every month, young travelers are inspired by novels to plan trips, and European tour operators are already offering literary-themed cruises and walking tours. This trend presents a new, lucrative opportunity for sustainable growth in South African tourism, supplementing traditional marketing efforts. Millennials and Gen Z, highly digital, seek immersive experiences connected to literature.