Purpose This paper aims to contribute to sex tourism literature by placing it into a contemporary context of globalisation, harm reduction and disease migration. Design/methodology/approach The paper takes a public health and social science approach to map sex tourism, drawing on sex worker and tourist situations alongside global forces including technology, human rights, law enforcement and health. Findings A new, holistic conceptual model is presented, containing interacting, multi level associations. Whilst the separate micro, contextual, meso and macro levels are versatile, decision makers and practitioners will be equipped to understand sex tourism in its entirety. Originality/value The paper’s originality is found in the proposed conceptual model.