ABSTRACTThis article charts growing concern in the EC at the environmental pressures generated by the expansion of tourism. The ability to develop an appropriate policy response is, however, constrained by a neglect, until recently, of tourism issues by both academics and policy makers. The pressures are particularly intense in the Mediterranean region, as is exemplified by a case study of Italy. Despite the public debate on the need to consider the environmental implications of tourism, a commune level analysis shows that the industry has become increasingly spatially polarized in recent years. While this has led to the demand for ‘green’ or ‘sustainable’ tourism alternatives, it is clear that the literature still does not provide clear guidance on this. However, predicted increases in the volume and intensity of Mediterranean tourism make it essential that appropriate tourism policies are designed for the