In the first half of this paper it is argued that cultural geography is a dynamic and diverse field that extends well beyond a single branch of human geography. The boundaries between it and other sub-disciplines are often blurred. People have «different» encounters with cultural geography depending on their sub-disciplinary convergences. People also have different encounters with cultural geography depending on where they live and work. «Place matters» in the construction, production and representation of cultural geography. It takes different forms in different places. In the second half of the paper it is argued that as cultural geography continues to encounter «difference» in many guises, four possible future trends are likely: first, i...