Though considered the 'number one beach' of the Philippines, Boracay has been through periods where it has been considered as an example of environmentally and socially unsustainable development. In response there have been a number of programmes since the late 1990s aiming to improve Boracay's sustainability. In these, significant attention has been given to the aesthetic landscape of tourism's consumption, most especially 'the beach' and associated water quality. This paper further examines the dynamic growth of coastal tourism development and sustainability practices in Boracay, inclusive of broader socio-economic and cultural change and impact. The intent is to highlight those aspects of contemporary resort growth that need greater attention by policy makers and planners. While a number of interventions have led to improvement of the 'visual' environment, the concept of environmental sustainability needs to be expanded beyond visual cleanliness and more effort is still required on social and cultural sustainability.