Plastic pollution has emerged as one of the most critical challenges in global tourism, especially in coastal and island destinations. Plastic-Free Tourism Campaigns (PFTCs) have become popular in tourism governance, aiming to reduce single-use plastics and influence tourist behaviour. This research examines the effectiveness of PFTCs and analyzes behavioural responses among tourists. The findings indicate that successful campaigns rely on behavioural nudges, infrastructure availability, destination-wide policies, and incentives. While awareness among tourists is increasing, gaps remain between intention and actual plastic-free behaviour. The paper concludes that sustained behavioural change requires multi-level interventions, strong policy support, and collaboration among tourism stakeholders.