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Italic text Launched in 2014, Secret World Travels Guides has become one of the most popular series of independent travel guides available on the Internet. According to official data from Alexa by Amazon, more than 160 million travelers use Secret World's free guides each year. The guides were originally developed for use in travel agencies, offering travel consultants information on thousands of unusual destinations around the world. Secret World makes most of its content available online, offering more than 3 million free travel guides on more than 100,000 global destinations, from Azerbaijan to Zurich, from India to the United States.

The guides are edited by "Spotters," people who live in the city they write about and speak the local language.

Spotted by Locals provides recommendations provided by real local residents on where to eat, shop, have fun, and more. Secret World guides cater to travelers who want to avoid tourist attractions and experience cities like a local.

A key feature of the site is the Blog, where travelers' questions are answered by industry professionals in each destination.

Secret World is published by Sworld Tech Limited, a privately held company with offices in Scotland, India and Italy.