This theoretical paper investigates the potential of social identity theory to promote reconciliation in the context of dark tourism associated with conflicts. While tourism scholars consider an opportunity for leveraging dark tourism in peacebuilding, there must be more evidence of its effectiveness in promoting peace, especially in the reconciliation process. Through a social identity approach, this paper sheds light on the inconsistency of reconciliation in the geopolitics of dark tourism. It develops a conceptual framework of three design dimensions to dissuade animus and promote reconciliation through dark tourism settings of conflicts. The conceptual discussion in this study is of high value for dark tourism stakeholders and governance actors aiming at developing solutions for reconciliation through tourism.