In the contemporary so-called ‘competition state era’, many rural and peripheral regions are in decline. Tourism is increasingly viewed as being able to alleviate and rejuvenate regions that are facing economic difficulties. The European Union has launched several programmes with the goal of stimulating growth and employment in peripheral areas. These programmes are often used to support tourism development projects. In this paper, a longitudinal analysis of spatial changes in Swedish tourism is conducted. The analysis is based on statistics regarding overnight stays in Swedish commercial accommodation facilities. The aim is to investigate if tourism and tourism policy contribute to the reduction in disparities between regions. Although there are exceptions, the main findings indicate that the potential for creating sustainable rural tourism growth through tourism policy seems to be much less than the popular discourse suggests. © 2016 Informa UK Limited, trading as Taylor & Francis Group.