Abstract
Literary tourism has been characterized as a relatively recent type of cultural tourism in Spain and consolidated in different European countries, which has advanced in importance and independence to the point of specializing in it whole destinations, often linked to the rural world. The Villa del Libro initiatives have developed as a variant of this literary tourism, based on the proliferation of bookstores in small towns that serve as a nucleus of development for the whole area. The present article has been constituted from a qualitative investigation by means of in-depth interviews with two experts in cultural tourism. From their subsequent analysis, the necessary strategies for the success and consolidation of rural cultural destinations and that of the Villa del Libro de Uruena (Valladolid) itself as a cultural destination of reference in Spain have been extracted and determined.
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