Several scholars have argued that New Age spirituality is best understood as a form of ?self-spirituality? and as an expression of the consumer capitalist tendency to commodify all things, in the process converting religion into a ?spiritual marketplace?. This article examines the phenomenon of New Age pilgrimage, especially pilgrimage to natural ?power places?, with a focus on New Age practices at Sedona, Arizona, USA. The author assesses New Age notions of sacred space, nature, and the self, and compares pilgrim practices and sensorial interactions with Sedona's red rock landscape to forms of tourist practice and commodification more prevalent in Sedona. He argues that New Age pilgrimage, in theory and sometimes in practice, rejects the consumerist impulse, and that the New Age ?self? is both more open-ended and ?postmodern?, and less central to New Age practice, than is suggested by the characterisation of New Age as ?self-spirituality?.