The recent financial crisis has resulted in the restructuring and reorganisation of tourism production and consumption. Many states have cut public spending to reduce their deficits. However, there has been no analysis of the nature, extent or outcomes of such changes to state support for, or mediation of, the tourism sector. This paper examines how recent reforms enacted since the Coalition Government came to power in May 2010 have impacted on tourism governance and administration in England, and how they have been experienced as they have been unfolding. This paper argues, more generally, for a greater appreciation of sense-making in critical studies of tourism and public policy. More specifically, rapid reforms to the preferred nature and scale of state intervention have had destabilising effects. New localism, sub-regional bodies, and a desire in central government to reduce the contribution of the public purse to a minimum have introduced complexity and uncertainty to a previously ordered and understood system. The implications are that these reforms may frustrate other national policy aspirations they are intended to facilitate. As other states are also likely to downgrade their support for tourism, the paper demonstrates the importance of developing a deeper understandings of what happens as public sector support is withdrawn.