Tourism is a large and complex system which is firmly associated with the natural environment. Furthermore, natural enviroment is a foundation for tourism development. Preserved environment represents unique competitive advantage for specific tourist destination. That is why destination region has to be properly preserved and ecologically sustainable. Lack of knowing and understanding of basic ethical principles in modern society, as well as lack of education about necessity of environment preservation leads to greater environmental crisis. On the other hand, understanding and application of ethical principles in tourism management, leads to sustainable and economical tourism, which will not cause further damage in the environment. Sustainable tourism management is possible to achieve only by establishing high-quality and transparent education and informing system. Likewise, physical planning in tourism should be the platform for the creation and conservation of environmental awareness. Also, physical planning should result in organization of the neccesary activities which will ensure conservation of human environment. That will ensure longterm sustainable development, succesfull tourism development and environment preservation for future generations.