Rural landscapes are facing a loss of biodiversity. To deal with this challenge, landscape governance is seen as an alternative and addition to sectoral policies and a potential way of realizing transformative change for biodiversity. To study transformative change in the Bulb Region, the Netherlands, this study uses a discursive-institutional perspective. A mixed methods approach was used including 50 interviews, participant observation and document analysis. The structuration and institutionalization of three competing landscape discourses were analyzed: a hegemonic discourse rejecting any (...) changes in bulb farming; an emerging discourse aiming to enhance sustainability through innovation; and an unstructured discourse questioning the sustainability of bulb farming. The paper shows that the emerging sustainability discourse strengthens the hegemonic discourse by providing an action repertoire for farmers to deal with changing societal demands, while not questioning the hegemonic view on the landscape. Moreover, an institutionalized landscape discourse can be very stable if discursive (relation between naturalized landscape perspectives, identity and the articulated economic interests) and non-discursive factors (natural-spatial conditions, structure of agricultural sector, embeddedness in international trade) are strongly intertwined, leaving little room for alternative discourses. The sustainability discourse was induced by changes outside the Bulb Region (e.g., legislation), thus raising the question whether landscapes are the appropriate level to expect the initiation of transformative change. For rural transformations to come about, solely relying on policies on the landscape level is not sensible. A mix of policies at both the landscape and higher levels offers more perspective for transformative change. (shrink)