Previous literature has mainly focused on sustainability implementation in internal business operations and in manufacturing. Although, managing and achieving sustainability is important from the product design to the stage after product consumption, research investigating sustainability throughout the supply chain (SC) is scant. The limited research in sustainable SCM has not considered the customers’ contribution in SC operations, while most studies have solely paid attention to the behavior and role of customers at the purchase stage. In services, the customers’ impact on SC is critical, since customers actively participate in SC operations. This paper fills in this gap by extending current models to include the customers’ role in tourism sustainable SCM. The practical and theoretical implications are discussed.