Monuments and memorials commemorating the dead and past events around the world have recently gained importance, not least because we are living in an era in which many are driven to record and archive the events of their lives. Cemeteries, in particular, are increasingly viewed as places associated with popular culture and cultural memory, with many now being considered as heritage tourism sites. analyses the famous Hollywood Forever Cemetery in Los Angeles, USA, examining how the cemetery presents itself as an attraction, whilst also safeguarding and promoting cultural heritage.