This research investigates pro‐poor tourism (PPT), which has only been considered in a third world context, in a first world country, determining whether PPT principles are being used to alleviate poverty in a developed location, Glasgow Govan, in Scotland. The research develops and applies a new PPT principles tool to regeneration projects in the area and reveals a significant level of PPT application there. The findings suggest that PPT can be an over‐complication of a common sense development approach that any responsible government should promote. The results also question the validity of community based tourism initiatives. Copyright © 2012 John Wiley & Sons, Ltd.