Abstract

The paper assesses how tour operators (TOs) address sustainability at the early stages of product development. TOs have potentially a large role in providing sustainable options for customers and therefore contribute to sustainable tourism. The research took place during TOs’ familiarisation trip (FAM) to a new destination. Participant observation was used as it allowed researchers with a unique access to participate in the same programme as the TOs. Altogether 14 tourism establishments were visited and they all provided information about sustainability. The TOs’ interest in sustainability was weak, which indicates that sustainability in the early stage is overpowered by other significant factors, e.g. type of product, suitability, seasonality and quality. However, further research in examining when sustainability becomes an issue for TOs would be beneficial for local stakeholders.