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Remote rural areas have encountered significant change and the need for renegotiation of economic and social priorities in the late 20th and early 21st century. In our broader research, we ask how have such communities been responding to this change? What role have different organisations and agencies played? And, how have they acted on the aspirations of marginalised communities? In this paper we examine these issues through a case study of Westland District on the west coast of Aotearoa New Zealand's South Island. We probe the general shift towards prioritising tourism in the District, and highlight particular experiences in regard to Indigenous endeavour in tourism. We find that those engaged in leading local development and tourism have not collaborated strategically across the sector and have not established meaningful partnerships with the community that recognise both economic and socio‐cultural aspirations. [ABSTRACT FROM AUTHOR]