Purpose: The purpose of this essay is to get a comprehensive understanding for the thoughts behind Visby’s sustainable tourism planning. Focus will lie on how far Visby has come in their planning and implementing towards a sustainable tourism development.

Methods: This study is preceded from a hermeneutical and constructive perspective. The methods used are induction and qualitative research in the form of deep interviews with four key figures working within Gotland’s municipality and tourism industry. The data collection has also been through secondary data and document studies.

Results: The results of this study shows that sustainability as a thought is present in the Gotland’s municipality’s planned development for Visby. Visby is in an early stage of its planning towards a sustainable tourism development.