In this article I set out some thoughts on the curriculum content of courses in economic geography. I argue that the identity of economic geography is, at present, as fluid as it has been at an time since the rise of political-economic approaches in the early 1970s, a fluidity perhaps best understood through the context of a 'cultural turn' in the human sciences more generally. I suggest that economic geography needs to respond positively to that turn, engaging in a dialogue with the cultural that may lead to loss, but also hopefully invention.