Marketing in tourism is a social and managerial process, through which, tourist destinations are launching their own products and services to the market using direct and indirect distribution channels to satisfy all tourists’ needs and wants. Purpose of marketing in tourism is the recognition of key segments in tourism market where it will most effectively launch its tourism products, be it tourist attractions, accommodation capacities, restaurants and other peripheral services connected to tourism destinations. The purpose of this paper is showing how much of importance the conception of sustainable marketing has in social, ecological and economic problems, which are extremely important for further development of tourism destinations. General goal is researching into sustainable marketing of tourism destinations. Specific goal of this paper is to analyze the implementation of sustainable marketing goals and strategies, using as an example the tourist destination of Istria.