This paper is aimed at eliciting, by means of a multi-level perspective, potential drivers and barriers of the tourism industry in order to generate valuable information for policy makers to improve policy strategies for an effective transition towards sustainability. A Strengths, Weaknesses, Opportunities and Threats−Analytic Network Process (SWOT-ANP) framework was employed to explore the potential development of a second-generation biorefinery in Salento (a touristic area located in the southeast of Italy in Apulia Region) able to integrate waste management, renewable energy and bio-products production based on resource circularity in the tourism industry. Results indicate that survey participants recognized a higher level of priority for the pressures coming from the overall external setting involving values, dominant practices, rules and technologies (landscape and regime) over the internal tourism industry dynamics (niche). Results also show that the top five ranked factors are mainly pertaining to weaknesses (excessive bureaucracy and lack of technology and infrastructure) and threats (social acceptability and lack of long-term planning by governments), which can concretely jeopardize the transition towards a greater sustainability in the investigated area. The analysis presented constitutes a valuable model for agenda setting in order to find adequate policy actions to promote the transition.