This project aims to study the determinants of sustainability that impact business performance in Madeira’s hospitality sector. Not only are there a considerable number of decision-makers with different and conflicting values and preferences involved in this issue, but there is also a significant number of sustainability determinants to be considered. While this makes the integration of sustainability into business strategies and decisions more challenging, it is also true that this is an increasingly pressing issue for hospitality companies in Madeira. A better understanding of sustainability determinants and their interconnections will assist city planners and decision-makers in enhancing value creation through better-informed decisions. Simultaneously, this will contribute to advancing sustainability objectives.