This study explores how sightseeing companies in Stockholm approach sustainability, with a particular focus on environmental practices. While sustainability is becoming an increasingly important issue in tourism, little research has examined how small and medium-sized urban operators apply sustainability principles in practice. Through a qualitative multi-case study, the thesis investigates four sightseeing companies using semi-structured interviews, document analysis and 23 short field interviews with tourists.  

The analysis is guided by three theoretical frameworks: the Triple Bottom Line (TBL), stakeholder theory, and legitimacy theory. Findings show that companies differ significantly in their environmental strategies and how they communicate their sustainability efforts. Some, like Sightseeing Ride, use sustainability as a core part of their brand, while others, such as Red Sightseeing and Ocean Bus, show limited external communication despite taking some internal actions. Strömma, the most established operator, presents a structured and transparent approach.  

The study also reveals that public actors and tourists play a key role in shaping companies’ priorities, although expectations from these stakeholders are not always aligned. Furthermore, tourists’ awareness and perception of sustainability messaging vary widely. The results highlight a gap between companies’ internal actions and their external communication, and suggest that clearer, more integrated sustainability narratives may strengthen both credibility and competitiveness in a rapidly evolving urban tourism landscape.