Tithonia is a genus of flowering plants in the tribe Heliantheae within the family Asteraceae.

The Heliantheae are the third-largest tribe in the sunflower family (Asteraceae). With some 190 genera and nearly 2500 recognized species, only the tribes Senecioneae and Astereae are larger. The name is derived from the genus Helianthus, which is Greek for sun flower. Most genera and species are found in North America and South America. A few genera are pantropical.