Beach, ClaireLee, Michael SWChen, Sitong MichelleStarr, Richard2026-04-012026-04-012025-06-11Tourism Cases, ISSN: 2788-5607 (Print); 2788-5607 (Online), CABI Publishing. doi: 10.1079/tourism.2025.00262788-56072788-5607http://hdl.handle.net/10292/20856<jats:title>Summary</jats:title> <jats:p>Warming oceans, shifting wildlife patterns, and extreme weather events present significant challenges for marine wildlife cruise operators. These environmental disruptions lead to more frequent cancellations, lower customer satisfaction, and reduced profitability. In response, many firms voluntarily adopt sustainability initiatives to support marine conservation and local communities. However, these commitments often lead to paradoxical behavior. For example, firms may advocate for stronger marine protections but resist regulations that could limit their operations. This illustrates the difficulty of balancing economic, environmental, and social objectives.</jats:p> <jats:sec> <jats:title>Information</jats:title> <jats:p>© The Authors 2025</jats:p> </jats:sec>© The Authors 2025. Open access.3508 Tourism41 Environmental Sciences4104 Environmental Management35 Commerce, Management, Tourism and Services14 Life Below Watersustainable transitionstensions in sustainabilitysustainable tourismmarine tourismJournal ArticleOpenAccess10.1079/tourism.2025.0026