Tourism is one of the major industries around the world, having a direct and indirect contribution to the global GDP. The cruise industry is among the vital components of the tourism industry that has an impact on the water-based transportation system. Among all the cruise companies, the oldest one that is still running successfully in the market is P&O Cruises. The main focus of this case is to explore how the oldest cruise company of the world follows sustainable tourism practices to achieve a competitive advantage in the developed country context. Theoretically, the economic, environmental and social components of sustainable tourism have been incorporated with the business practice of the company. The case finds that raising environmental awareness embedded with competition has led to the practices of reduced carbon and water waste, ethical procurement policy and increased use of renewable energy that can help companies to attain sustainability goals 2020 and beyond.
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