The subject of this article is media tourism: the phenomenon of people travelling to places which they associate with novels, films or television series. Existing knowledge about this phenomenon is fragmented and principally based on individual case studies of eye-catching examples. This article aims to go beyond the limited scope of case studies and to explore an underlying, more generic process. It investigates the stories that are remembered by individuals, the associations between these stories and existing places, and decisions about whether or not to undertake travel to these places. Based on a series of in-depth interviews, the article concludes that every human being has a small treasure trove of stories which they love and which are considered part of their identity. The interviews suggest that there is a strong relationship between the recollection of beloved stories and tourist practices – in terms of both destination decision making and tourist experience.