The paper addresses the issue of sustainable travel at a linear tourist destination, Hadrian’s Wall, in the north of England. It reports the findings of depth interviews with managers of visitor attractions on the wall and their lack of influence over who visits their sites and how they arrive. They also strongly believe that mode is chosen before destination. This paper reports the findings of research into the opinions and beliefs of the managers and discusses the consequences for planning more sustainable tourist travel. It suggests that methods adopted for making utility travel more environmentally sustainable would have to be modified to be effective for leisure travel.