The use of place as a setting for a story or as a source for creative endeavour is well established in English literature. In some instances there is no doubt that writers have helped establish a tourist locale; Daiches and Flower provide several examples in their recent study of literary landscapes.1 Nor was it, or is it, unknown for authors to attempt to capitalise on the fashion of place. The concern of this chapter, however, is not so much with the potential of literature to create and endorse fashionable places (although certainly this is an aspect which has to be considered) but rather with its ability to influence styles of tourism. This theme will be illustrated with reference to tourism in two contrasted areas, the English Lake District and the Mediterranean.