<p>This study explores the development of heritage adaptive reuse within the context of commercialisation. It seeks to map the knowledge structure of the field, identify emerging trends, and indicate gaps that shape future research directions. In this study, a bibliometric approach is used to analyse 341 peer-reviewed journal articles from the Dimensions database (1993–2024). The topic of heritage adaptive reuse has remained largely underexplored before 2019, with fewer than five studies published. However, research output increased sharply thereafter, reaching 85 articles in 2024, signalling its rapid emergence as a key area of research. Bibliographic coupling and coword analysis are conducted using VOSviewer to extract the dominant themes and scholarly linkages. The study identifies four key research clusters: governance and investment frameworks, decision support models, community-centred reuse, and value-based restoration. Commercialisation is increasingly framed as a strategic urban intervention rather than merely an economic or conservation activity. However, gaps remain in digital integration, interdisciplinary modelling, and application in non-European contexts. The findings can guide policy-makers, planners, and developers in aligning heritage reuse with investment strategies, stakeholder participation, and sustainable urban regeneration. The present study underscores the need for flexible governance, community engagement, and evidence-based evaluation tools. This is among the first bibliometric studies to focus on commercialisation in heritage adaptive reuse. By mapping the key connections and themes across the literature, this study provides a strategic roadmap for advancing the field towards inclusive, scalable, and innovation-driven reuse practices.</p>