ABSTRACT The aim of this paper is to explore two recent initiatives in literary tourism, i.e. two literary trails in the Canary Islands, Spain, linked to the iconic Chinese writer Sanmao, who lived on the islands of Gran Canaria and La Palma in the 1970s and 80s, and who became a literary phenomenon, elevated to myth by many in China for the humanistic power of her narrative. After an overview of new trends in Chinese outbound tourism, the focus is set on Sanmao’s life and literary legacy, including aspects related to the recent publication in the West of the translations of some of her stories, opening her world to a new readership. An outline of theory concerning literary tourism is given, followed by the methodology used in this research. Next, the literary trails designed by the Tourism Boards of both islands are described. The readers’ connections with Sanmao are analyzed through a specific online survey, as well as additional primary data based on a series of interviews with key actors. The results provide a valuable contribution to a better understanding of Sanmao and of the motivations of literary pilgrims who travel to these distant lands in order to pay tribute to her.