This chapter explores the concepts of sustainability, regeneration and degrowth in tourism, critically examining their theoretical foundations and practical implications. While these approaches aim to balance economic, social and environmental considerations, their implementation is constrained by dominant economic models that prioritize individual preferences and market-driven regulation. Traditional decision-making frameworks, rooted in marginal utility and equilibrium theories, fail to address the cumulative and long-term impacts of tourism, potentially leading to resource depletion, social inequalities and environmental degradation. Thus, achieving sustainable and regenerative tourism requires a fundamental shift toward stronger public planning, proactive governance and inclusive stakeholder engagement. However, such an approach conflicts with the contemporary neoliberal emphasis on minimal state intervention and deregulated markets. By highlighting these tensions, the chapter calls for a rethinking of tourism governance, advocating for policies that prioritize collective well-being, equitable resource distribution and long-term ecological resilience over short-term market efficiency.