Employing Rogers' Theory of Adoption as the theoretical framework, this research explores the adoption of electric boats among whale-watching tour operators in Vancouver Island, British Columbia, Canada, Iceland, and Norway. The study aims to understand the factors influencing tour operators' decision-making in embracing electric boats for eco-friendly whale-watching experiences. Rogers' Theory of Adoption serves as a lens to analyze the diffusion of innovation within the maritime tourism industry, mainly focusing on electric boats' attributes and the operators' perceptions toward this sustainable technology. The research incorporates one qualitative method which are interviews, to gather insights from whale-watching tour operators. The comparative analysis between Vancouver Island and Nordic countries provides a nuanced understanding of regional variations in adoption patterns. By shedding light on the dynamics of electric boat adoption, this research contributes to the sustainable transformation of the whale-watching industry. The findings will inform policymakers, boat manufacturers, and tour operators on strategies to accelerate the transition to environmentally friendly practices, fostering a harmonious coexistence between marine tourism and ecological conservation.