The project was initiated in 2003 by Larry Portzline, a writer and college instructor in Harrisburg, Pennsylvania who led "bookstore road trips" to other cities and recognized its potential as a group travel niche and marketing tool. He promoted the concept with a how-to book and a web site, and groups around the U.S. soon began offering similar excursions, usually via a chartered bus, and often incorporating book signings, author home tours, and historical sites.[1] The most famous bookstore tourism destination is Hay-on-Wye in Wales.