Development strategies for remote artisanal fishing communities in the less developed world often promote tourism as an alternative livelihood. However, little is known regarding the perspectives of fisherfolk in these communities on tourism as a potential livelihood. Furthermore, there is a paucity of research into fisherfolks' understanding of tourism, how they identify their roles for potential involvement in tourism, and their desire to be "developed." This article reports on a case study of Barangay Victory, a remote fishing-based community in the Bolinao region of the Philippines. Twenty-one faceto-face semistructured interviews were conducted with community members. Methods were grounded within participatory action research and phenomenological inquiry. Interviews were recorded and transcribed. Using a deductive approach, data sets were manually coded and a thematic analysis was conducted. Results demonstrate that residents rely heavily upon marine resources but, despite a reported declining fishery, the majority of fisherfolk remain satisfied with fishing as an occupation. Furthermore, although respondents stated a general willingness to engage in tourism development, the understanding of tourism (both the term itself and its potential role as a livelihood) was minimal. Thus, when considering the potential of tourism as a development strategy, though participant responses were positive, the results from this study have been interpreted as a yes that means a no. This lack of understanding of tourism as well as the expressed contentment with fishing as an occupation needs to be carefully considered when development strategies propose a livelihood shift towards tourism.