The tourism sector faces increasing pressure to balance economic growth with environmental and social sustainability. This study proposes an Integrated Innovation and Sustainability Model in Tourism, emphasizing the importance of collaboration between universities, businesses, and governments. Grounded in the Triple Helix theory, the model focuses on fostering clean technologies and sustainable practices within tourism, particularly through bioeconomy and circular economy principles. Data from CiTUR’s RandD strategy, including projects like MTM Maritime Tourism Marketing and ESPOMAR, demonstrates how collaborative efforts address challenges such as sustainable resource management, tourism marketing, and local gastronomy. Key findings highlight the role of innovation, knowledge sharing, and cross-sector partnerships in overcoming obstacles related to resource use and promoting eco-friendly practices. The study concludes that fostering collaboration across academia, industry, and government is essential for promoting sustainable tourism, ensuring long-term environmental benefits, and advancing regional development while ensuring inclusivity and equity. Policy recommendations include incentivizing public-private partnerships, enhancing funding for RandD in sustainable tourism, establishing regulatory frameworks to support circular economy initiatives, and promoting education programs that raise awareness on sustainable practices among both tourists and service providers