The famous merchant whose travels inspired the phrase "the greatest story ever told" is Marco Polo. His journeys, documented in "The Travels of Marco Polo," published in the late 13th century, describe his experiences in Asia, particularly in China. Polo's accounts of the wealth and splendor of the court of Kublai Khan and the various cultures he encountered sparked European interest in exploration and trade. His narrative expanded the Western understanding of Asia and influenced future explorers like Christopher Columbus.