Sustainable development has gained increasing attention in African contexts, including Libya, where challenges such as resource scarcity and environmental degradation necessitate innovative business practices. A quantitative survey was employed, distributed among industry professionals across Libya. The questionnaire included Likert scale questions designed to gauge awareness, adoption rates, and perceived benefits of sustainable business strategies in Libyan businesses. The findings indicate that while nearly 80% of respondents are aware of sustainable practices, only about 45% have implemented them within their organizations, with a notable preference for waste reduction initiatives over energy efficiency measures. Despite challenges, there is potential for increased adoption of sustainable business practices in Libyan contexts, particularly among hospitality businesses. Future research should focus on developing tailored education and support programmes to enhance sustainability efforts. The government and relevant organizations are encouraged to provide incentives or regulations that promote the adoption of sustainable practices in Libyan businesses, especially in the hospitality sector.