More than half of Brits (56%) say they have chosen a holiday destination after being inspired by a novel, according to new research from InsureandGo. The study, which surveyed a nationally representative sample of 2,000 adults in June 2026, found that 54% of respondents had picked a trip based on a book's setting. Alex Garland's The Beach and Dan Brown's The Da Vinci Code topped the list, each inspiring 18% of respondents to visit Thailand or Paris respectively.
Italy Leads as Literary Travel Destination
Italy emerged as the literary travel capital for Brits, with three of the top 10 influential books set there: Pompeii, A Room With A View, and The Talented Mr Ripley. The trend was strongest in London, where 73% of residents said novels influenced their holiday choices.
The influence of books on travel decisions was strong across all age groups. Nationally, 48% of over-45s cited books as inspiration, with The Beach their top choice. This rose to 72% among under-25s, whose preferred book was Pompeii.
Expert Comment on Book-Inspired Travel
Garry Nelson, Head of Corporate Affairs at InsureandGo, said: "Books have always had the power to transport us to another place, but increasingly they are inspiring people to experience those destinations for themselves. What's striking is that novels continue to influence travel decisions in an age dominated by social media and streaming services."
He added: "A great book can be the beginning of a great holiday. Whether it's a beach in Thailand, a piazza in Florence or the streets of Paris, stories have a unique ability to turn destinations into must-visit locations. As travellers bring those literary adventures to life, it's important not to overlook the practical side of planning too. At InsureandGo we aim to make it easy for people to get the cover that best fits their needs. Having appropriate travel insurance in place means if the unexpected happens, your holiday story can remain one with a happy ending."
Top Holiday-Inspiring Reads
The full list of books and their inspired destinations includes The Beach (Thailand, 18%), The Da Vinci Code (Paris, 18%), Pompeii (Italy, 16%), Chocolat (France, 14%), A Room With A View (Florence, 13%), Captain Corelli's Mandolin (Greece, 13%), The Talented Mr Ripley (Italy, 12%), The Summer I Turned Pretty (USA, 12%), Life of Pi (India, 10%), Normal People (Ireland, 9%), and My Family and Other Animals (Corfu, 9%).
