Abstract
Cittaslow is an Italian-inspired global network of towns that collectively resist globalization and mainstream corporate-centred development through planning and urban design that prioritize each town's local, unique and historic resources. Internationally, Cittaslow's regulations-for-action approach has assisted towns to more effectively implement sustainable development principles. This paper presents research from three New Zealand case-study towns, to assess the potential application of Cittaslow principles to aid sustainable development and economic growth in small towns. The findings revealed that planners and community members generally perceived Cittaslow as a superfluous 'brand' that imposed additional unnecessary regulations and an approach that lacked general community support.