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There has been considerable discussion of sustainable tourism development, in both theory and practice. Less attention has been paid to the discourses, ideologies and power relations which help to shape 'sustainable' tourism policies and planning instruments. This paper analyses recent initiatives introduced by the regional government of the Canary Islands, designed to bring about a more sustainable model of regional tourism, including a temporary moratorium on tourism development and the drafting of a strategic and normative set of guidelines for sustainable tourism. The paper considers the contested nature of the public debate that accompanied these initiatives within the wider context of the regionally distinct pattern of tourism and capitalist development. It is argued that the legacy of uneven development, and the entrenched power of regional economic and political elites, is likely to undermine the prospects for a just model of sustainable tourism, and to consolidate the continuing privatisation of space and socio-spatial inequalities across the region. [ABSTRACT FROM AUTHOR]