Sustainable development in tourism refers to economic, ecological and sociocultural aspects of tourism development. The tasks of sustainable tourism are the preservation of the environment, biodiversity, natural and cultural heritage. The sustainable development of tourism requires the active participation of all stakeholders, and the main focus is on raising awareness of the importance of sustainable development in tourism. In the tour operator business, sustainable business is imposed as an indispensable business concept. Modern trends in the market have forced tour operators to introduce the concept of sustainable tourism development into their operations in order to survive in the market at all. It is in the best interest of travel organizers to protect the natural environment in tourist areas. By contributing to responsible tourism, tour operators not only contribute to the preservation of the environment, but also contribute to the improvement of their own image and brand on the market. Sustainable tourism consists of certain principles and principles that should guide all entities in the tourism market in order to contribute to sustainable development. Due to climate change and the preservation of natural resources for future generations, it is unquestionable that the concept of sustainable business becomes inevitable for the application in the business of all entities on the tourism market.