Purpose – The purpose of this paper is to discuss the relevance of popular culture in a tourism context, highlighting how it can impact the future of tourism. Design/methodology/approach – Drawing upon existing research, the popularity of popular culture is discussed, and future developments are transferred to the field of tourism. Findings – It is expected that the demand for popular culture related tourism activities and experiences will continue to increase, providing opportunities for destinations for visitor dispersal, the distribution of economic benefits across regions, and the tackling of industry-based challenges. Originality/value – The paper draws attention to the potential of popular culture in positive and tourism development that reduces negative impacts.