Sustainable tourism is a type of toursim which enables the balance between economy, ecology and society, considers all three simultaneously, while still using the principles of sustainable development in general. Recently sustainable tourism has gained significant attention considering the current devastating effects tourism industry has on the enviroment. The European Union is encouraging the further development of sustainable tourism in specific regions as a means of achieving economic growth, ecological and socio-cultural sustainability in aforementioned regions, as well as advancing the desirability of european tourism destinations. Sustainable tourism is a key element and a cornerstone of a new tourism policy of European Union, which seeks to secure Europe as the leading tourist destination in the world through high quality, sustainable and responsible tourism. Except just the tourism policy, as a main frame of planning and execution of sustainable tourism, European Union implements programs, directives, and self-based initiatives to further advance the sustainability of tourism. Sustainable turism also advances underdeveloped rural regions, other tourism sites, as well as reducing unemployment which directly benefits local population, and provides a higher quality service for the tourists of European Union. This thesis explores the policy and measures of sustainable tourism which are used by the European Union on a strategic level. The main focus are vital tourism programs and initiatives which the European Union has at its disposal to is encourage sustainable tourism, as well as the prime examples of implementing such measures in certan members of EU. Also, it is taken in considiration how the Republic of Croatia is implementing and fullfiling its own measures according to the guidlines of the European Union.