This paper explores Gotland’s sustainable tourism mobility from a qualitative perspective in order to better understand how tourists choose their mode of transport in a sustainable way. Tourism transport accounts for the majority of tourism-related CO2 emissions compared to other tourism-related activities. There three types of tourists, real tourist, second-home owner, and residents of Gotland s are chosen to be the target groups investigated in this paper. Both private and public transport were included in order to get a more holistic view within sustainable tourism mobility in Gotland. Sustainable private transport mainly refers to driving in an electric vehicle (EV) or a biogas vehicle (BGV). Public transport refers to bus transport in Gotland. Behavioral change and effective policies are the two possible ways to make positive contribution to reduce those emissions. However, both positive and negative signs have shown that instigating behavioral change and formulating an effective policy within tourism industry can be taken longer time than expected to achieve the goal made by the municipality of Gotland, known as Region Gotland. For this paper, 4 interviews were conducted by interviewing 5 local experts all of whom are working in the field of sustainable tourism mobility. Their insightful thoughts could make this study more reliable and discerning. When it comes to process of data collection and data analysis, data were coded and analyzed using thematic approach. The study result reveals the need of forming the personal identity of tourist leaning toward sustainability and that identity plays a crucial role in travel planning and tourist-government communication. Therefore, the suggestions are made based on tourist behaviors and communications between various stakeholders. The result shows three most-likely happened events which are social campaigns, resource allocation with the support of tourism industry, and smart public charging networks planning