The village of Hell has become a minor tourist attraction because of its name, as visitors often have their photograph taken in front of the station sign.
Regardless of how it first came to be called Hell, the name stuck and the area has become a tourist attraction, featuring a fire-engine red hell-themed post office from which you can send “postcards from hell”, and a gift shop with “Satan” Ivan Farrington[1] passing out souvenirs while greeting people with phrases like “How the hell are you?” and “Where the hell are you from?”
Really, I think that the bigger question here shouldn’t be “how would you turn Hell into a tourist destination”, but rather “how would you avoid overtourism in Hell?”
Already done.
https://en.wikipedia.org/wiki/Hell,_Norway
In the Hell of the US you can even become the mayor for a day
https://www.youtube.com/watch?v=6CJZ5BwpuRk
Apparently, Hell, Grand Cayman is also doing well on the tourist front:
https://en.wikipedia.org/wiki/Hell,_Grand_Cayman
Really, I think that the bigger question here shouldn’t be “how would you turn Hell into a tourist destination”, but rather “how would you avoid overtourism in Hell?”