Theoretical ideas of sustainability of heritage are applied to a practical case study. The south western peninsula of England has a rich variety of coastal heritage, analysis of which is undertaken via the ‘fields’ of nature, landscape, buildings, sites, artefacts, activities and people. The value of treating the cultural heritage apart from the natural heritage is seriously questioned, particularly in a coastal context. Disputes relating to the preference for one type of heritage over another are identified. While major successes are demonstrated in landscape and urban conservation, numerous failures and challenges are also recognised. It is argued that, reflecting institutional dominance of the conservation agenda, the heritage most at risk is often that which carries most meaning for local people and traditional visitors. Relating the study to the sustainability dimensions of economic development and environmental protection, the paper questions whether these wider definitions of sustainability can be applied to coastal heritage, especially in a remote region.