The iconic 70-mile stretch of central Californian coastline known as Big Sur was suffering from the effects of overtourism, which was negatively impacting the natural and cultural heritage of California’s most visited tourism destination, as well as the quality of life of its residents. The Community Association of Big Sur, in partnership with the Monterey County Board of Supervisors and the Monterey County Convention and Visitors Bureau, contacted Beyond Green Travel, a subsidiary of PTG Consulting, to develop a visitor management plan for Big Sur based on sustainable tourism destination stewardship to optimize tourism’s positive benefits and minimize its negative impacts, utilizing sustainable tourism strategies and recommending solutions for effective destination management.