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Literature on rural and small island tourism critically questions the commodification of culture and landscapes, showing that replacing rural resource based industries with tourism often leads to a mummification of culture and questionable economic payoffs. Using original survey and qualitative data from three communities surrounding Labrador’s Battle Harbour Historic District, this paper explores how rural and island communities perceive the benefits of tourism and interactions with tourists. The paper finds that residents value the cultural showcasing of their communities and history, but are ambiguous about the economic rewards of tourism. We conclude by questioning whether the cultural rewards of tourism, around meaning making, outweigh other rewards around promoting economically and socially viable communities.