This paper analyses the socio-territorial conflict prompted by Los Merinos: a residential-tourism project constructed in an ecological reserve that is vital to Andalusian livelihoods. It examines disputes concerning discourses, authorities and rules in order to understand the struggle over land and water. Using the echelons of rights analysis (ERA) framework, the paper scrutinizes the multiscale forces and strategies adopted by business and opposing movement networks in order to shape territory, thereby engaging local and supra-local governments. The authors' political-ecology lens on environmental justice and territorialization enhances the understanding of the relevance of social movements in contesting the misappropriation of socio-natural environments.