This paper examines past and present literature relating to identity development and identity‐related tourism motivation. It presents a theoretical model of identity‐related tourism motivation that is based on multidimensional rather than unidimensional theories of identity as well as acknowledging both individual and social influences on identity development. It is argued that identity‐related motivations are fundamental to all tourist experiences and vital to understanding not only why individuals engage in tourism but what benefits they derive from the experience, suggesting that tourism is often used by individuals as a means to explore, maintain and even disengage from particular aspects of identity. Copyright © 2012 John Wiley & Sons, Ltd.