Tourism stands as one of the world's most rapidly expanding industries, serving as a vital contributor to foreign exchange earnings and employment opportunities. It maintains a close association with the overall well-being of numerous nations, particularly those in the process of development, encompassing the social, economic, and environmental dimensions. The primary objective of the current study is to assess the collaboration and goodwill among participants within the tourism sector and various business agencies, all in pursuit of advancing sustainable tourism and also to the study endeavors to pinpoint the obstacles encountered by both tourism operators and business agencies in their pursuit of sustainable development. Purposive sampling technique was employed to select 58 tourism operators. The majority of these operators have implemented effective business policies, providing specialized training and education to their employees and affiliates. Nonetheless, they have identified several significant barriers to their operations, including deficiencies in skills, training, and education, as well as inadequate infrastructure, limited government support, competition from non-compliant products, and sustainability concerns. The findings of this study conclude that the tourism sector in India, particularly in the state of Tamil Nadu, is experiencing remarkable growth, attracting both domestic and international tourists. In addition to destination promotion and marketing, operators expressed the need for increased support to meet the rising demand for tourism products. The author recommends that the key to successfully establishing a unique destination with a positive reputation and the right level of care lies in implementing Customer Relationship Management (CRM).