Tourism depends on natural resources. Natural appeal of a destination is typically one of its main tourism – related assets. In last few decades green trend is becoming increasingly popular in lodging industry. The focus on environmentally responsible behavior is being major concern of tourism industry In order to survive and adapt new market situation, hotels are introducing green practices. Green marketing should appeal the needs of environmentally concerne gusts. Promotion of green practices needs to be approached with caution considering it’s causing the skepticism among a large number of consumers. To create more credibility, hoteliers are applying for eco-labels. Eco certifications are a valuable marketing tool that influences the perception of a green hotel among environmentally conscious travelers. In Dalmatia, a small number of hotels have eco-certificates. Hoteliers, aware of the benefits of green business, are implementing basic environmental measures. In the empirical part, the positive impact of eco-certification on the hotel business is presented. In order to properly meet the implemented standards and inform guest about green practices additional employees is required. Also, the inclusion of eco-standards in business practice is stimulated by the state in the form of financial aid. Highly educated guests and guests with higher household incomes attach more importance to environmentally sustainable businesses. In this paper, only some of the benefits of eco-certification and green business are discussed, leaving room for further research.