New Lanark and the Falls of Clyde, now a UNESCO World Heritage Site, show the coincidence of picturesque and industrial tourism in the kate 18th and early 19th centuries. Made famous by Robert Owen (1771-1858), the social reformer, the factory village of New Lanark attracted many visitors from Britain and abroad. This article examines early visitor data, typologies, origins, occupational profiles, motivations, and visitor experiences. A high proportion of visitors were interested in social and educational reform, in line with Owen's agenda. The interpretation of the site for modern visitors is strongly influenced by similar social, educational, co-operative and environmental concerns.