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Abstract Fireflies are charismatic beetles with attractive bioluminescent courtship displays that have recently been swept onto the global stage of nature tourism. Here, we provide the first comprehensive review of the geographic scope, magnitude, focal species, and other attributes of the major firefly tourism sites worldwide. Through targeted interviews and surveys, we estimate that in recent years over one million tourists travelled annually to sites located in at least 12 countries for firefly‐watching. Rapid proliferation of firefly tourism provides a timely opportunity to examine how such activities may impact local firefly populations, and to highlight the biological factors that make certain species especially vulnerable to tourism‐associated threats. We offer science‐based best practices for firefly ecotourism that can be tailored to fit local circumstances, including recommendations to: (1) Conserve the habitats required for all life stages to thrive, (2) involve local communities as key stakeholders, and (3) provide training programs for guides and interpretive materials for visitors. Finally, we provide suggestions for transforming tourist behavior to minimize impact on firefly populations. By developing management plans that incorporate these recommendations, firefly tourist sites can enhance the visitor experience, protect natural resources, benefit local communities, and help promote the conservation of invertebrate biodiversity.