This paper examines the relationship between tour operators and their existing tourism destinations. The intent is to help the tour operators plan strategically for building the sustainability of their destinations. A Framework for Strategic Sustainability Development, based on scientific consensus, was used to structure this work. Interviews with tour operators and tourism experts gave practical insight complementing the literature review and case studies analysed during the research. The key findings were the need for tour operators to: consider a whole-systems perspective; cooperate with the tourism destination to build a common vision of success and a clear understanding of sustainability; and to prioritise their actions based on achieving the vision. From this the authors proposed guidance notes to assist tour operators in addressing these barriers. The paper concludes that tour operators can play a major role in building a sustainable society while perpetuating the tourism industry. In order to do so their actions must be chosen and managed correctly. This involves cooperation with the destinations throughout the strategic planning process and for all involved to be on the same page in terms of the end goal, a sustainable society.