The concept of sustainable development encompasses issues that can be considered from different aspects. It is a very complex and dynamic area that is always relevant and that is the reason for choosing the mentioned topic. Sustainable development as a concept is important for achieving a balance of economic, social and environmental requirements of a globalized society. Some of the challenges are poverty, unemployment, climate change, etc. The author emphasizes the preservation and improvement of the environment at the level of the European Union and the Republic of Croatia, given that he believes that this has become a burning problem that requires quick solutions. In business practice, business sustainability is important. Thus, the promotion of the concept of socially responsible business is imposed. It is necessary to emphasize the role and importance of tourism in the context of sustainable development. The paper therefore analyzes the business of the tourist company Valamar Riviera d.d. The subject of the research refers to the analysis of the challenges of implementing the global goals of sustainable development. The objectives of the research are to present the basic features and goals of sustainable development, to analyze the preservation and improvement of the environment at the level of the European Union and the Republic of Croatia, to explore trends in tourism and the connection with sustainable development. The purpose of the research is to establish what challenges the market faces in implementing the global goals of sustainable development.