Starting from the premise that cultural tourism is a new institutional field, this article explores the construction of cultural tourism in regional Ireland. The article proposes an institutional framework which consists of three main drivers of change: 'government policy', 'resourcemobilisation opportunities' and 'social entrepreneurship'. It is argued that the development of cultural tourism was made possible by the unique networks of relationships and associations that underpin music, festival and language fields. The study is situated in the literature on neoinstitutional theory, and it draws on a model of change (Seo and Creed, 2002) to explore how cultural tourism was shaped by powerful historical, political and cultural forces over time.