This paper investigates debates about complexity theory and its applications in the social sphere and considers its potential contribution to enhance understanding of tourism policy making. It identifies five concepts and outlines how they might be employed to enable researchers explore the complex social circumstances and human interactions that influence policy. It considers the philosophical implications of social applications of complexity suggesting a move away from concerns about linear process, universal modelling and tangible outputs of policy (such as a plan) and towards localised and deeper studies to explore the dynamics of the enactment of policy within its context. It suggests that complexity theory might be used as a thinking tool to enable a more holistic approach to policy analysis which can investigate policy in its context, the interactions that exist between different policies and programmes, and the implications of human agency.