Coastal zones are specific areas which usually have natural resources of particular interest from ecological and heritage points of view. They are nevertheless subject to considerable pressure because of their attractiveness. Integrated coastal zone management is supposed to take into account these multiple factors in order to preserve natural resources and to allow for coastal development. In this context, land-use conflicts may emerge. This study aims to identify such conflicts and to explain them in terms of heritage conventions. An interesting methodology is implemented, using both focus groups’ representations and daily press articles concerning the specific coastal zone of Arcachon Bay in the south west of France. The results raise questions on the link between water and land in coastal land-use management.