Introduction This chapter is a case study which discusses the process by which Bath and North East Somerset Council’s Heritage Services division has devised and implemented a framework for strategic business planning that will ensure the sustainability of the Roman Baths, the audiences they attract and the income streams those audiences bring. It looks at the philosophy underpinning the investment made in the Roman Baths, and it considers the effect of the worldwide economic downturn on the visitor attractions sector through the experience of the Roman Baths at Bath. It outlines the long years of successive crises which have affected visitor behaviour and decision-making, and it discusses the ways in which managers at the Roman Baths have monitored their effects and implemented service delivery and marketing measures to mitigate them. The chapter concludes with an assessment of the problems of planning for sustainability in the longer term.