This study considers current attitudes towards and adoption of environmentally sustainable practices of Victorian
tourism enterprises. Using a purposive sample of businesses in the Geelong Otway region, in-depth interviews were conducted. These interviews provided a wealth of information relating to perceived benefits and barriers to adopting environmentally sustainable practices. The findings demonstrate that, while many operators are aware of environmentally sustainable practice and have a positive personal philosophy towards implementing them, they remain constrained by business needs such as customer demands and limited acceptance of certification and accreditation programs. The study concludes with a number of recommendations to assist the industry bodies supporting operators in the take up of environmentally focused practices. The final recommendation is to continue to develop knowledge in this field and extend the research to a broader base via a questionnaire based on the findings.