We argue that vacua of string theory which asymptote at weak coupling to li
near dilaton backgrounds are holographic. The full string theory in such va
cua is "dual" to a theory without gravity in fewer dimensions. The dual the
ory is generically not a local quantum field theory. Excitations of the str
ing vacuum, which can be studied in the weak coupling region using worldshe
et methods, give rise to observables in the dual theory. An interesting exa
mple is string theory in the near-horizon background of parallel NS5-branes
, the CHS model, which is dual to the decoupled NS5-brane theory ("little s
tring theory"). This duality can be used to study some of the observables i
n this theory and some of their correlation functions. Another interesting
example is the "old" matrix model, which gives a holographic description of
two dimensional string theory.