This paper explores the challenges encountered by tour operators in the realm of sustainable tourism and examines strategies for navigating these obstacles. Sustainable tourism, while promising environmental, socio-cultural, and economic benefits, presents unique challenges for tour operators. Drawing on existing literature and case studies, this review identifies key barriers such as regulatory constraints, market demand, stakeholder collaboration, and resource management. The analysis also highlights innovative approaches and best practices adopted by tour operators to address these challenges and promote sustainability. By understanding and effectively addressing these obstacles, tour operators can play a pivotal role in advancing sustainable tourism practices and fostering positive impacts on destinations and communities.