This paper describes the rapid transformation of Empúries from an under interpreted archaeological site on the Costa Brava to a popular, visitor orientated archaeological park. I shall discuss the administrative history of the site, recent administrative developments, the philosophy behind the change programme and the importance of the site's autonomous nature during its development. I shall then describe how Empúries functions today and the visitors who come to the site before concluding with a discussion of the social dimensions of archaeological activity.