The aim of this paper is to explore the possibility of applying the principles of circular economy in the blue economy, for the purpose of creating new services and content in the nautical tourism industry. By enriching the offer with services created on the principles of circular economy, it encourages management in nautical tourism to create business models that contribute to the sustainable development of organizations and the entire industry. In addition, the paper analyzes the organizational environment in nautical tourism with the aim of identifying appropriate support for the realization of conceptual projects and innovations related to the disposal and recycling of plastic waste, especially glass reinforced plastic products . On the one hand, worn-out vessels made of glass reinforced plastic pose harmful waste and a threat to the sustainable development of nautical tourism. On the other hand, such vessels represent a valuable resource for recycling and an opportunity to stimulate the development of a circular blue economy. In accordance with the described issue, the paper examined the attitudes and opinions of the population related to the problem of development and use of new services in the nautical tourism industry aimed at recycling waste.