The aim of this paper is to explore the ‘literary’ in literary translation. It begins with a discussion of what makes a text literary, focussing on some very famous literary works which did not (and indeed do not) necessarily fit what is generally considered the literary canon. The features that translators should identify when first reading a text, on the look-out for potential literary value, are then outlined. These features are both textual (covering non-casual language, rhetorical features and equivalences) and contextual (connotations, implicatures, intratextual and culture-bound associations). The paper then discusses changing translation theory and practice, in particular illustrating points with comments made by translators and theorists in this book and elsewhere. Importance is also given to the profession itself, to literary translator beliefs about their role, the changing importance of the model reader and to changing beliefs about accepted style, making reference also to results of a global survey recently carried out on the subject.