The beach has long been considered a geographically and symbolically liminal space, strongly associated with relaxation, escapism, and hedonism. Entire cities, islands, and regions have been intensively developed as beachside resorts that facilitate these experiences via ‘sun, sand, and sex’ mass tourism. In recent years, many resorts have been diversifying their branding and infrastructure to include more cultural and heritage experiences. This chapter explores this shift through an examination of how histories related to tourism and beach culture are being mobilized as heritage. Drawing on the case study of the Gold Coast, Australia, the chapter discusses in situ and ex situ examples of tourism heritage, including in the city’s local heritage register, heritage walks, and museums and galleries. The chapter explores how this heritage speaks to a sense of place and lifestyle for residents at the same time that it evokes a sense of continuity for visitors. The chapter also questions how the heritage of mass tourism variously disrupts and reinforces traditional heritage values.