Nowadays, care for the environment has become imperative in order to preserve it. People are becoming more and more aware of his impact on nature and the environment, which has changed significantly due to the exploitation and degradation of space, the destruction of forests, the construction of urban cities, the emission of harmful gases, the progress of industry and other impacts that have had negative impact on the environment. Industrialization is also important for the economy, but with industrial progress comes ecosystem disruption. Lack of interest in environmental protection is one of the biggest problems today, especially in the economy. On the other hand, there is environmental awareness that encourages companies to direct their operations towards nature conservation. By implementing sustainable development and a green way of thinking in business, the negative impact on the environment is reduced, thereby improving health and quality of life. Companies that decide to do business in a sustainable way, adhere to the legal acts and standards that give a great incentive in spreading awareness for environmental protection, but also approach a major problem in the economy in a structured way. It is of great importance to note competitiveness on the market if the business includes sustainability. Strengthening environmental awareness also changes the way consumers think, which leads to a change in mentality and the creation of „green“ consumers. Such consumers are willing to give more money and pay a higher prices for product or service that is presented as environmentally friendly. The term and concept of „green marketing“ rests on this market segment, which represents meeting the needs of environmentally conscious consumers. In tourism, the role of marketing is extremely important, because tourism depends on the environment and simultaneously uses it as the largest and most valuable resource. The implementation of the concept of green marketing in tourism is crucial because of mass tourism, which directly leaves negative consequences on the environment and damages sustainability with degrading attractive destinations. This thesis will explain the impact of green marketing in tourism through the initiative of hotel companies that decided to implement sustainability and green business in order to make tourism a long-term activity, while preserving the environment and making it sustainable.