Being a developing economy, Pakistan can sustain its economic growth through the promotion of Tourism activities. In this regard, tourism is considered an important channel to boost the economic development of a country. In Pakistan, the tourism sector has been fluctuating due to various political and security issues. Moreover, Sustainability is an established business trend in the modern corporate world. The literature on sustainable tourism practices is scant, particularly in the least developed countries. Very few studies touch upon the concept and no holistic theoretical or conceptual frameworks around the idea of sustainable practices in the tourism industry have been formulated. This study aims to explore the implementation of sustainable tourism in Pakistan and how the tourism industry conceives its role in this regard. Face-to-face interviews were conducted with the tour operators who operated in the northern area of Pakistan. In-depth interviews were conducted to gather data. Results suggest that the tour operators although realize the importance of social, environmental, and economic dimensions of tourism on the communities have no management systems in place to cater accordingly. There are no incentives in place by the government to facilitate tour operators to design and implement such systems. The tour operators do not select a destination based on Sustainable practices, but rather the selection of destination is mostly demand-based and profit-oriented. The study suggests that corporate profit motive is the sole criterion for decision-making and is one of the major causes impeding sustainable tourism in Pakistan. The role of tour operators in developing sustainable tourism is vague as the tour operators do not have any systems in place to implement sustainable models. The study recommends that efforts need to be put in place to incentivize sustainable tourism in Pakistan and proper laws should be set forth by the authorities to comply by the tour operators. The role of tour operators is important and understood, however, there is a need to put proper systems in place.