Sánchez Sánchez, Francisca J.Sánchez Sánchez, Ana María2025-11-102025-11-102025Sánchez-Sánchez FJ, Sánchez-Sánchez AM (2025;), "Gamification and sustainable tourism: analysing the educational potential of Find the Seasouls for new generations". Journal of Tourism Futures, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JTF-06-2025-016910.1108/JTF-06-2025-0169https://hdl.handle.net/10433/25033Purpose – This article analyses Find the Seasouls, a video game created by Turismo de Canarias on the Roblox platform, as an innovative tool to promote sustainable tourism among the Alpha and Z generations. It is proposed to interpret it not only as a promotional action but also as an educational experience that contributes to forming more conscious future tourists through playful, emotional and collaborative dynamics. Design/methodology/approach – Through a theoretical-conceptual approach, the Stimulus–Organism–Response (S-O-R) model is applied to examine how the game’s stimuli (environmental narrative, ecological challenges and social interactions) generate cognitive and emotional responses in users. The analysis is based on the narrative, ecological and participatory design of the video game, in relation to theories of gamification, situated learning and environmental education. Findings – The study reveals that Find the Seasouls can foster learning, environmental empathy and collective engagement, stimulating pro-environmental attitudes and sustainable behavioural intentions, reinforcing the construction of the tourist as an agent of change and fostering digital communities linked to real destinations. Originality/value – This paper offers an interdisciplinary approach between tourism, sustainability and video games. It provides a novel theoretical basis for investigating the educational and behavioural impact of gamified experiences applied to responsible tourism.application/pdfenAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/SustainabilityGamificationEnvironmental educationS-O-R modelGeneration ZGeneration alphajournal articleopen access