Pilgrimage is a journey to a non-substitutable site embodying the highly valued, the deeply meaningful, or a source of core identity for the traveller. Secular pilgrimage is an important yet under-researched sector of the tourism industry. Where the motives for religious pilgrimage are well documented, little is known of the motives for secular pilgrimages. This paper presents the results of an empirical investigation of one case of secular pilgrimage, the journey of Australians and New Zealanders to the Gallipoli battlefields in Turkey. Five distinct motives for visits to the pilgrimage site are identified - spiritual, nationalistic, family pilgrimage, friendship and travel motives - and differences in their importance noted across seven visitor groups. These motives share some commonality with the motives for religious pilgrimage, and conversely, with the motives for leisure tourism; yet, other motives are unique to the secular pilgrimage. Suggestions for future research on secular pilgrimage are provided. (C) 2011 Elsevier Ltd. All rights reserved.