The sustainability challenges and goals of the aviation sector are intricate and multifaceted. Despite the sector’s substantial contribution to global carbon emissions, projections indicate that future growth and passenger demand will lead to an increase in emissions. This indicates that the sector requires innovative strategies to achieve net zero emissions targets. Global aviation plays a pivotal role in sustainable development, facilitating the integration of people, businesses and communities, while also supporting trade and tourism. Airlines are intensifying their efforts to enhance fuel efficiency, adopt sustainable aviation fuels and invest in technological innovations to augment their sustainability performance. The objective of this research is to conduct a scenario analysis to evaluate the potential impacts and scenarios associated with Turkish Airlines’ sustainability strategies. This study reviews how Turkish Airlines’ sustainability strategies will shape its future corporate governance, operational, environmental, social and economic performance and the potential challenges in implementing these strategies and accounting practices in the aviation industry.