This article investigates the involvement of an environmental non - governmental organisation (ENGO) in a sustainable tourism initiative. The article examines the collaborative relationship between this ENGO, the World Wide Fund for Nature (WWF), and other stakeholders in this Project, which involves integrating conservation with Arctic tourism. The collaboration has included tour operators, polar scientists, tourism academics and researchers, local and national government representatives, Arctic community representatives and members of NGOs, in addition to WWF representatives. The goal of the Project was to integrate conservation ideals into tourism in Arctic locations to enable communities, tourists and operators to work towards a more sustainable form of tourism. This article discusses the aims of the Project, presents an analysis of the processes involved, particularly those of negotiation and implementation, and provides an evaluation of the outcomes in relation to the original aims.