Diversification into tourism is often suggested as a potential solution for the increasing concerns over globally declining fishing opportunities, particularly for small-scale fishers. Through the lens of psychosocial identity, qualitative data analysis from interviews with current and previous fishers in Cornwall shows how people are deconstructing and reconstructing their identities in the transition from fishing to tourism work, and that experiences of marine tourism diversification are dynamic, multifaceted, and embedded in social encounters. This article expands current discussions on work transitions by giving insight into the lived experiences of marine tourism operators from a psychosocial perspective, to go beyond the dominant economic narrative of diversification and social change, which has implications on how transitions into tourism work are facilitated.