The London Book Fair 2025: ‘Romantasy,’ AI, audiobooks, ‘new reader’ and reading for pleasure

20.03.2025

Olha Mukha

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This year’s London Book Fair is even more vibrant and business-oriented than in the past. What immediately catches the eye is a more prominent section for children’s literature, a more visible presence of illustrators, a significantly expanded Children’s Café and Character’s Parade, and a more powerful representation of academic publishing.

As expected, there is a significant increase in the volume of audio formats and the consideration of social media as a business tool for promoting books (some countries, such as Italy and Croatia, even organized streaming corners). Artificial intelligence continues to be one of the key themes, both from the perspective of opening new opportunities (mostly for publishers and service providers from China and South Asia) and from the perspective of preserving copyright and regulating the market and policies for AI use (for European and American market players).

Among the advertised books that decorate the stands, there is a very noticeable trend towards fantasy, detective stories, and mysticism – on each stand of a major publisher, there is either a mystical novel or a book about tarot. “Readers are increasingly gravitating towards escapism in books; it’s much easier for me to sell some mystical-romantic novel or self-help book than any intellectual book,” laughs one of the agents in a private conversation. “This is what people want!”

However, “Authors of the Day” choices represent a more ambitious and thematic approach:

1. Monica Ali – Adult Author of the Day. She is a bestselling author whose works have been translated into 26 languages. Her most notable novels include “Brick Lane,” “Alentejo Blue,” “In the Kitchen,” “Untold Story,” and “Love Marriage.” Her works often explore themes of identity, immigration and cultural integration.

Monica Ali / Midas, London Book Fair

2. Claudia Piñeiro – International Author of the Day. An Argentine writer and screenwriter, she is renowned for her crime fiction bestsellers. Her novels have won numerous national and international awards, including the Pepe Carvalho Prize and the LiBeraturpreis for her novel “Elena Knows.”

3. Frank Cottrell-Boyce – Children’s Author of the Day. He is the Waterstones Children’s Laureate (2024-2026) and is known for his children’s books. Cottrell-Boyce is also an active advocate for children’s literacy and reading rights.

Additionally, Jamie Smart became the first Creative of the Fair, representing comics and graphic novels. He is a winner of the British Book Awards and is known for his work in the comics industry.

We were proud to implement a number of new initiatives at this year’s Fair, building on some solid trends in the industry. We had the first ever Creative of the Fair, Jamie Smart, celebrating the recent boom in comics and graphic novels, and their crucial role in fostering children’s literacy. We also expanded last year’s Audio Alley into an Audio Village, to showcase all things audiobooks, as they are another format whose popularity continues to grow. Finally, we extended the Academic and Professional Publishing Conference to the whole three days of the Fair, which proved a sell-out and expanded our offering to the academic publishing community,

said the recently appointed Director of LBF 2025, Adam Ridgway.

Ridgway succeeded Gareth Rapley, who held the position since September 2022 and moved to another role within RX (Reed Exhibitions) in April 2024. Ripley, nevertheless, remains part of the team this year. The professional background of the new director includes experience with public-facing shows in sectors such as energy, jewelry, and broadcasting. He has managed everything from small-scale, conference-led events to large-scale shows attracting 130,000 attendees. This experience enables him to review certain processes from a business perspective, particularly understanding the logistics and profitability of the event, adding and developing content such as conference programs, and ensuring that the shows remain relevant to all attendees.

Midas, London Book Fair

Key Figures and Facts of LBF 2025

30,000 visitors, the same as in 2024, despite the ongoing reconstruction of the Olympia exhibition complex. The reconstruction, valued at £1.3 billion, began in 2021 and was initially planned to be completed by 2024, but it is unlikely to finish even by 2025. However, as a result of the expansion, Olympia will gain hotels, office centers, and several additional stages, which are much needed during business exhibitions.
845 exhibition stands, over 1,000 exhibitors participated, showcasing a wide range of publishing services and titles. The largest stand is traditionally French, uniting a group of French publishers. Following this are the biggest international publishers like Hachette, Penguin Random House, HarperCollins, and Bloomsbury and the extensive representation of Arab and Chinese publishers, which has become customary in recent years. Over 50 Chinese publishers presented more than 4,000 titles, emphasizing China’s significant role in global publishing.
550 negotiation tables at the International Rights Centre – 10% more than last year. There were no empty tables or tables where negotiations did not take place throughout all three days. Moreover, even when publishing stands were being dismantled on the last day, intense work was still underway here.
Last year’s Audio Alley was transformed into an Audio Village, reflecting the growing interest and demand for audio products. Spotify, in particular, has been a key player in this growth, having added audiobooks to its subscription model and expanding its catalog to over 400,000 titles in English-language markets by early 2025. Spotify’s presence at the fair underscored its commitment to the audiobook market, with presentations and panel discussions led by Duncan Bruce, Spotify’s Director of Partnerships & Licensing for audiobooks.
Paid sessions have been added to the overall program of events – previously, these were part of the closed Monday program on Writers Summit and Academic Programme, specifically for authors and academic publishing. Now, these sessions are spread across all days. It’s worth noting that all of them were sold out.
Technological Trends: Discussions on AI, sustainable publishing, and digital innovations were prominent, reflecting the industry’s shift towards technology and environmental awareness. The capacity of Olympia’s venues was unfortunately too small to host everyone desperate to learn all the insights offered – at least half of the queue didn’t manage to get to the events.
Awards and Recognition: The fair included the presentation of the Lifetime Achievement Award to Gloria Bailey, MBE, known for her instrumental role in facilitating the international growth of U.K. publishers. She has spent over 40 years coordinating export services and administering the Tradeshow Access Programme funding at the Publishers Association. This has enabled numerous small publishers to access global markets through the London Book Fair and other similar international book fairs in Frankfurt, Bologna, Shanghai, Beijing, Sharjah and other major cities.
No specific “Spotlight Country” program. The Market Focus Country program, which typically highlights a specific country’s publishing industry, was on hold as a result of ongoing renovations at Olympia London. However, the fair did feature strong international representation, including significant participation from countries like China, the U.S., Canada, Germany, India, Italy, the Netherlands, Sweden and Turkey.

We are still in this evolution-transition period of the LBF, to build more capacity. We are always trying all those new things to improve the experience of participants – new internet provider, the mapping app, the audio map to listen to the session you could not join. We are being very careful in growing the audience as Olympia is already reaching its maximum. At the moment we paused the Spotlight Programme until the reconstruction process finishes, and then will focus on Market Focus, involving all our insights over the years,

said Gareth Rapley, Interim Portfolio Director and former Director of The London Book Fair.

Representation of non-English speaking countries from our region was not too extensive, but it was sustainable. Poland had a perfectly positioned and big, bright stand. Estonia had their usual stylishly designed stand, and that year Estonian writers participated in the cultural program, which included discussions and events at the British Library and the National Poetry Library. Bulgaria had a notable presence at LBF 2025, marking its second consecutive year of participation, with a prominent opening ceremony by Vice President Iliana Iotova and Culture Minister Marian Bachev. The Bulgarian stand showcased renowned Bulgarian writers, translators, and publishers. Events included discussions with authors and translators, such as Zdravka Evtimova and Yana Ellis, held at the Bulgarian Cultural Institute in London and at Hatchards, the oldest bookshop in the U.K.

Sakartvelo (Republic of Georgia) presence: Georgia’s national stand was notably sparse, featuring mostly classics, as the majority of the Georgian literary community boycotted their own country’s exhibit. This literary protest reflects Georgia’s broader political turmoil following the election of a right-wing, Russia-leaning government, which has sparked months of nightly protests across the country. The boycott specifically targeted the Writers’ House of Georgia, which sponsored the national stand and is aligned with the Georgian Ministry of Culture, highlighting deep divisions between the creative community and the government.

Every day you have to prove to your people that you are keeping strong. People don’t follow those who are weak or wishy-washy. You have to lose so much. You can lose all you have built for many years – your freedom, your life, your character,

said Gvantsa Jobava, President of the International Publishers Association and international relations manager for Intelekti Publishing.

IPA / London Book Fair

No official Russian representation: There was no specific mention of a significant Russian presence at LBF 2025 – no stand or specific program, and a significantly cut presence of book scouts or agents. Random books about Putin appeared, but these were rather seldom and did not capture too much attention compared to previous years. However, Russia was the focus country at the New Delhi World Book Fair in 2025, showcasing over 1,500 books from 50 publishing houses and several museums.

Main hits and trends of the LBF 2025

As a result of agent and scout reports and The Bookseller Magazine overviews, several book genres were particularly popular and in demand this year. Here are some of the most notable ones:

1. Science Fiction and Fantasy: These genres were star performers in book sales trends, with record sales in 2024 and a strong presence at the fair. They achieved their highest number of overall weekly chart No. 1s in a year since records began. Notable titles include “Onyx Storm” by Rebecca Yarros, which is part of the highly anticipated “Fourth Wing” saga, and “Fathomfolk” by Eliza Chan, a fantasy bestseller.

2. Young Adult (YA) Fiction: YA was the most in-demand fiction genre for 2025, with many agents and editors seeking titles in this category. YA subgenres like YA thrillers, sci-fi, fantasy and romance were especially popular. Watch for the “Breath of the Dragon” by Fonda Lee and Shannon Lee, a fantasy adventure, and “Nightweaver” by R.M. Gray, a romantasy novel with elemental magic.

3. LGBTQ+ Fiction: This genre ranked as the second most sought-after fiction genre, with a strong demand for diverse, inclusive stories. Books like “Love at Second Sight” by F.T. Lukens, a YA paranormal mystery romance, and “Audre and Bash Are Just Friends” by Tia Williams, a sweet and funny romance, highlight the growing interest in LGBTQ+ narratives.

4. Horror Fiction: Horror was also highly popular, reflecting a market shift toward darker, high-concept storytelling. Speculative horror and horror with social commentary were particularly noted. Notable titles include “Witchcraft for Wayward Girls” by Grady Hendrix, which explores occult themes, and “The Lamb” by Lucy Rose, a queer folk horror debut.

5. Commercial Fiction: This broad category, including thrillers and mysteries, was in high demand because of its mass-market appeal. Those are books like “The Crash” by Freida McFadden, a psychological thriller, and “The List of Suspicious Things” by Jennie Godfrey, a mystery novel.

6. Women’s Fiction: Tied with commercial fiction, women’s fiction remained a top genre, focusing on character-driven storytelling and emotional depth. Books like “Nesting” by Roisin O’Donnell, a debut about resilience and struggle, and “So Thrilled For You” by Holly Bourne, a conversation-starting novel, exemplify this category.

7. Comics and Graphic Novels: The fair celebrated these formats with the first-ever Creative of the Fair, Jamie Smart, highlighting their growing popularity, especially among younger readers. Notable releases include “One World Under Doom” by Marvel, a major crossover event, and “Batman: Hush 2” by DC, a sequel to the iconic storyline.

8. Romantasy: This genre, a blend of romance and fantasy, saw significant growth, driven by the BookTok community on TikTok. Examples include “The Starlight Heir” by Amalie Howard, inspired by Persian and Indian mythology, and – again – “Onyx Storm” by Rebecca Yarros, which combines fantasy worldbuilding with romance.

Other recognizable trends:

Diversification on looking for new markets: Supported by sessions on working-class readers, audiobook and podcast connoisseurs, TikTok-ers, and other social media agents.
New entrants and innovators: Publishers like 8080 Books, an imprint of Microsoft, attended the fair for the first time, highlighting the growing intersection of technology and publishing. Additionally, new ventures like Spines, which aims to publish 8,000 books using AI in 2025, showcased innovative approaches to publishing.
Academic and educational publishers: There was a renewed focus on academic publishing, with expanded programs and discussions on AI’s impact on this sector. Publishers like Elsevier and Taylor & Francis were involved in these discussions.
More of independent and niche publishers: SPCK, a leading Christian publisher, also invested in the fair, showcasing its latest titles and initiatives. Its participation highlighted the diversity of publishing interests represented at the event.